Standing out in a sea of content and raising brand awareness can be a challenge for organizations. To catch the eye of potential members or donors, put an emphasis on visuals, said Amy Balliett in Inc.
“Text-based content isn’t enough if you want to engage today’s audiences,” she said. “To truly thrive in a world that puts visual content first, you need to adopt a visual-first mindset.”
That means taking a new approach to your content marketing strategy. “If you write the text or messaging before planning what types of visual content you’ll be deploying, you’re not really putting visuals first. You should start planning every campaign by asking what types of content your audience is most likely to engage with, and on what platforms,” Balliett said.
As you develop your visual content, establish clear brand guidelines to follow. A consistent style across all platforms will give your organization a visual identity and help raise brand awareness. Balliett recommends developing a visual workbench: a collection of predesigned assets that you can reuse.
“Maybe you need a set of icons that represent your fundamental products or services. Or maybe there’s a stat that you share often because it proves the value of what you have to offer,” she said. “There’s no sense in redesigning an asset from scratch every time. Even if you did so, the different look and feel of each could actually prevent you from developing a more recognizable brand.”
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