Internal and external brand perspectives

As a company, when putting your work out into the world, it comes with a premium.

This premium is your audience gaining the ability to form perspectives on what they believe to be true about you and the value of your brand.

This process is often led by the visual connections that guide the narrative of your published projects:

  • Online Content
  • Packaging Design
  • Stationary
  • Email Newsletter Layout
  • Uniforms
  • All the key elements of your brand that are available for your audience to see…

Low value visual connections result in a disjointed perspective, while high value visual connections gain an aligned perspective.

When a perspective is formed by your audience, it can often lead to misconceptions, especially when this is not balanced with the internal culture of your brand.

As a brand, it is your responsibility to articulate your tone of voice.

A key strategy to achieving this is through your brand’s visual connections.

Whether they’re displayed on social media platforms, through digital content, or within your company presentations.

If you think of this in a low / high value scenario, the high value visual connections will always produce a perspective alignment, between your internal and external perspectives, while the low value connections create a mis-alignment.

The more simple and clear you make these connections, the easier it will be for your audience to understand the value of your brand and the higher the chances are that both your perspectives will be aligned.

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