Off topic but have you ever heard of scent marketing? Most probably you’ve already experienced it by picking up the greeting scents at the entrance of stores when you walk around the mall. But that fragrance is so much more than a signature scent. It’s a stimulus that creates a strong association with the brand, and happier customers who remember the brand and linger longer at the store. 

See where am I going with this? Well what if I told you illustrations can too amplify a brand experience and establish a long lasting emotional connection with customers?

The emotional appeal

Humans are humans. We experience a wheel of emotions and are keenly tuned into visual cues, whether we like to admit it or not. When interacting with pretty illustrations on the company’s website or social media, we often feel more loyal to a brand. 

Why? You might wonder. Because just like signature scents, illustrations are emotional motivators that create a warm feeling of familiarity and instill strong, positive associations with a brand. It’s what we call the emotional appeal. Illustrations are entertaining but at the same time they stick with your customer’s mind as your brand’s unique attributes. 

The online audience is looking for brands that appeal to them on emotions and tug at heartstrings. It’s your cue to deliver on the promise and tell visual narratives rich in emotion, and ultimately engineer the desired effect you want to have on your customers.

Brand differentiation and loyalty

“Brand differentiation lies in the creative expression of the brand and the emotional response it stirs”, says Jay Pattisall at Forrester. It’s tough to compete in a world that demands a digital presence like no other and is already crowded with ads fiercely competing to catch the attention of your audience. To stand out, your brand must be exceptionally creative when crafting the story it’s wanting to tell. Otherwise you might fall into the digital sameness trap. 

Illustrations are great at capturing the inner life of your brand and expressing it creatively and yet so subtly. Think of them as branded visuals that communicate your brand’s story, attitude and uniqueness. They are there to spark a recognizable, positive brand image and capture customer loyalty, by emphasizing your brand’s distinctive style. Unlike stock illustrations which only roughly approximate what your brand stands for.

Higher engagement on social media

With sleek illustrations, you can enrich your social media content and increase the engagement. Cherry on the cake is that all social media algorithms reward native video content (a video directly uploaded to that social media channel). Which means that it can help increase your organic reach and effectively tell your story and message across channels. 

It’s tough to define what a brand stands for and communicate its unique, authentic—and fundamentally “human”—identity. Illustrations move beyond being mere pretty pictures that grab attention. They’re emotional motivators that can help create a stronger bond with your customers and empower your brand recognition and image. They’re the heart of your visual identity and if they’re any good, they will find a way to the heart of your customers too.

Ready to take your brand to the next level? Get in touch!