Visual Storytelling

AKA: the case for branding

I think in pictures.

I write in pictures. I tell stories in pictures. Maybe that's weird. But I bet it's not. Of course, everyone is wired differently and for some of us, the aesthetics aren’t a natural form of communication, but for the most part, I’d guess we still recognise visual stories when we see them. For example, when we walk into a cafe, or someone’s home, or somewhere gorgeous on our travels? Each place we walk into feels different. It tells a different story.

This is a part of what branding does.

After all, where did the cliche: ‘Don’t judge a book by its cover’ come from if visuals didn’t play a part in communicating story? This saying probably came about because of more than one case of mismatched cover art and book. The cover should be telling part of the story well enough to encourage people to buy it. It should capture the experience of the world it holds within its bounds. If it doesn’t, or it tells a different story all together? We learn to mistrust it. And misjudging books by their covers becomes common place and expected.

Does the visual have a place in storytelling?

It seems like a bizarre question. I mean, of course it does, right? Films, art, sculpture - they all tell stories. So, why do we get so hung up when we think about bringing branding into our work?

Because when we distil it down, that’s all branding is: an extension of our storytelling. Not an obstruction to it.

Visuals aren’t clutter. Images and formatting help pull us into the world of your story and share details you can’t put into words.

Formatting gives us space to breathe and absorb the moments you share, rather than being overwhelmed by huge blocks of texts.

Storytelling has never and will never be exclusive to words.

Stories are found in colours, textures, light and movement. I will never be convinced otherwise.

The anti-branding brigade

Branding: “You keep using that word. I do not think it means what you think it means.”

To the anti-branding brigade: Hey there. I see you. No shade. I get where you’re coming from. Branding has a bad rap. When people hear the word they think of fancy logos and loud, obnoxious ‘personal branding’ experts that have all the spectacle but no substance.

What if we look at it from another perspective…?

Get rid of that word if it’s tripping you up. Let’s replace branding with visual narrative.

Branding exists with or without a logo. It is so much more than a colour palette or choice of fonts. And spoiler alert: we have “branding” on our publications whether we give it consideration or not. If you’re on Substack, where there is opportunity to communicate visually - either through your visuals or lack of - we will perceive an experience (which is part of branding) whether you want them to or not.

And “it will speak for you, and your work when you’re not.” (Thanks to

Russell Nohelty

for this great explanation of branding.)

We’ll either feel welcome, or unsure. Confused and overwhelmed or clear. Calmed or energised, inspired, uplifted, entertained - yes by words, tales and expertise, but we will sense them first, by the visual narrative at work.

Your Visual Narrative

Like I said, I think in pictures. Even now as I write this the words come to me with a side of images in their rucksack, right next to their sandwiches.

I used to have a flip book. We got it at Disneyland I think? And it flips through the story one image at time. That’s kind of how my brain thinks: Flip, flip, flip. While I work, I have to grab those images and decide which ones are words, which will actually be visuals on the page or screen.

So, when I create whether it’s in short films, or TV commercials, short stories or branding, the visuals will always play a part in the story. It’s just a matter of how they show up. I start by thinking about what the purpose is in that particular story and how I want my audience or readers to feel.

I narrow it down to 3 words only. Just 3. It means I have to be specific and find the best words. (A tip I learned from

Fiona Humberstone

) And then I think about how I can best convey that through my storytelling.

Maybe it needs to be formatted like an actual letter. Does it need texture? Maybe it needs sharp, abrupt, staccato sentences. Or clean lines to feel modern and upmarket? Or perhaps a blend of both, so it comes across both approachable and also expert.

While this is a topic worthy of many posts & far greater detail, if you’d like to give your visual narrative some more attention and focus, here’s just a couple of things to get you started:

• Firstly, you’re allowed. Branding is not evil. Images are not clutter.

• Decide on a clear purpose for your project

• Think about the colours you’re using in your photos or elsewhere - do they need to be warm or cool to convey the right emotion? Dark and moody or light and airy?

Visuals do so much of the heavy lifting for us. A picture is worth a thousand words, remember? So why not put them to good use?