Skip to main content

Brand strategy is a plan that encompasses specific, long-term goals that can be achieved with the evolution of a successful brand – the combined components of your company’s character that make it identifiable.

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.

To clear up some thoughts, your brand is not your product, or your logo, your website, or your name. It is more than that – it’s what customers feel about your brand and the personality you’ve created.

For your content in the marketing campaign, you’ll need to understand what stimulates growth and engagement.
Your text content is always an important part of your strategy. However, visual content is what will spice by adding juice to the text content.

Here are the essential types of visual content you’ll need in your brand strategy.



The most widely used kind of visual content images especially when brand.

Having long pros of content without an image would discourage readability, breaking the copy with relevant and appealing images makes the content interesting to read.

A brand’s most shareable images are the cornerstone for successful “visual social” content.

Well established brands invest vastly in the images (branded material images, product photos, logo, graphics, and more) to generate the desired response from the target audience.

However, quality and attractive images are often expensive to purchase or time-consuming to create. Fortunately, with resources such as Pixabay, you can have impressive images and unique design.

The choice of images needs to be well chosen as a brand to depict the right emotional appeal. As an image may evoke various emotions (funny, beautiful, interesting, touching, and fascinating) the desired reaction or response of your campaign should guide you.



Infographic is an important tool in illustrating complex statistical or collate data into more compelling visual content.

In an infographic, it is important to consider the layout and design with the right choice of colours, font and graphic elements to have incredible visual content that conveys data easily.

Point to remember, it is not worth it to clutter your infographic with visual elements, however, ensure that the graphic elements actually complement in passing the message.

Your message included in the infographic ought to be accompanied by sources that are contextually relevant.



As video as visual content for your campaign might be viewed to be more involving compared to other types of visual content, videos are proven to be more engaging for your campaign.

Great videos are incredibly useful for proving a user connection by offering a product or service solution to the daily problems experienced by the users.

Videos are also of numerous types – animated videos, how-to videos, demonstrations or customer testimonials all with the purpose of enhancing your business content strategy.

Regardless of the choice for your strategy, it’s important to know that the videos are what brings harmony with the brand style and the culture.

A study revealed including a video on a landing page increased conversions by 86%.



When using memes as your content marketing strategy for your brand, determine if memes are appropriate for your niche and whether or not they will gain actual engagement with your audience.

Brands that resonate with the younger demographic, tend to use a meme as a content strategy.

Many viewed the use of memes in content marketing strategy would not gain high engagement, however, it started to gain traction online, when the young people shared and made popular use.

They now represent an easy-to-create, quirky form of visual content.

Memes are commonly known to be images that evoke humour and so they are accompanied by humorous captions.

Humour within your industry can be created with memes allowing you to build and engaging a community around your brand.

Brands that have mastered the use of memes and in creating themes have gained a competitive advantage in evoking positive emotions to their target audience.



A great presentation allows you to inform and communicate to your audience, regardless of the device they are using.
SlideShare is the best tool to get started with presentations and expanding the outreach of your business.

A well-prepared presentation is not only informative but also provides the user with actionable advice on how to improve on the respective areas.

Presentations can be compared to infographics, with a major focus of drawing the reader into the text copy with attractive design and colour.

As a lengthy topic might be favourable for an infographic, the well-designed presentation may be effective in ensuring the content remains engaging.

With presentation consistency on the use of fonts, colours and other visual elements are important regardless if it having lengthy information.

However, the mode of presentation would predict, the length of content and the size of the font on each slide.



When presenting either in an app or a website or a product or service screenshots are the best visual to give that glimpse.

Your audience is able to see the service and function from your product or app screenshot.

Screenshot can also be of testimonials or remarks that makes my customers, important in backing up the claims of your sales content.

As less important as it might seem, you are able to build credibility with the screenshots.

Additionally, screenshots can be included in your presentations or infographics bring more meaning to content.



Visual content is an important resource in encouraging reaction and improve on your customer’s experience with your brand.

Knowing how your people interact with your visual content will allow you to generate high-quality content that will improve your brand reputation and awareness.

A point to remember, people share content that they enjoy. Poor selection of your images and shady crafting of your visual content would ruin your brand strategy.

You may be required to develop a style guide for visual communication to have a consistent outlook of your brand or business with the visual content.


Have we left any visual content that you could use on your brand strategy? Let us know in the comment section below.

Paul Simiyu

Founder and Team Lead of Simpaul Design, a brand strategy and design agency in Nairobi, Kenya. Here at Simpaul Design, we work with brands across various categories with a focus on connecting with consumers and building brands that people want to be a part of. We specialize in brand identity and strategy, UX/UI, and brand transformation.