We’ve all been drawn to a good story - whether it’s a book, a film, or just a personal experience. The same goes for your brand. When it comes to connecting with your audience, the best way to do it is through a compelling narrative. And while words can tell a story, visuals help make it memorable. Visual storytelling is about using images, colours, design, and videos to communicate your brand’s message in a way that feels real and engaging.

But where do you start?

1. Get clear on your brand’s story

What are the values and principles that drive your business? What kind of relationship do you want to have with your audience? Once you understand the core message, everything else falls into place. Your visuals should be an extension of that story, not just random images or design choices.

2. Colour

Colour is one of the most subtle but impactful ways to communicate a feeling. For instance, blue might bring to mind feelings of trust and calm, while red can give off energy and excitement. Think about the mood you want to create and choose your colours accordingly - this helps strengthen the connection between your brand and your audience.

3. Imagery

A picture really can be worth a thousand words. But it’s not just about having nice photos on your website or social media - it’s about making sure those images support the story you’re telling. The best images are the ones that feel authentic to your brand. Whether it’s a photo, an illustration, or a graphic, each one should reflect your values and resonate with the people you’re trying to reach.

4. Video

Video is another powerful tool. It’s an opportunity to give your brand a voice and personality. Showing behind-the-scenes moments, sharing customer stories, or explaining your product can bring your message to life in a way that words alone can’t. People connect with faces, stories, and real-life examples, which is why video can be such a strong addition to your brand narrative.

5. Consistency

Consistency is key, too. If your visuals look and feel different across your website, social media, and ads, it can confuse your audience. The goal is to create a cohesive experience. When everything aligns - from colours and fonts to tone and imagery - people know exactly what to expect from your brand, which builds trust over time.

6. Remember your customers

Don’t forget that your customers are part of the story. User-generated content, like reviews or photos, adds a layer of authenticity and social proof. It shows that real people are connecting with your brand, and that’s often more powerful than any marketing message you could put out there.

Visual storytelling is about more than just making things look pretty. It’s about building a deeper connection with your audience and telling a story that feels genuine and relatable. At Formulate Creative, we believe in the power of a well-crafted brand narrative. If you’re looking to tell your story in a way that resonates, we’d love to help you get started.