Your Brand is a Visual Story
I’d love to take you to a movie. it’s a Christopher Nolan film. When you hear his name, what comes to mind? What kind of movie do you expect?
Just mentioning Christopher Nolan sparks memories of grand stories, often experienced on massive IMAX screens, accompanied by powerful music, stunning images, and intricate plots. These impressions are instant and vivid because Nolan’s name is a brand. His signature style isn’t confined to a single film—it defines all his work. Other brands, such as Apple or BMW, have a similar effect. If Apple announced a new electronic toothbrush, you could probably picture not only the product but also the sleek marketing page promoting it. Behind every successful brand lies a core—something many aspiring brands struggle to capture. In movies, that essence is a visual story, and understanding it can shift how you think about branding.
Brands operate like visual stories. Their products and services reflect the values of the people behind them, which is why two companies selling similar products can feel completely different.
A visual story is built to be conveyed across the mediums brands and films have in common—images, videos, and graphics. To truly connect with an audience, visual stories must include three essential elements:
Character
Stories always happen to someone. In films, the protagonist drives the story, allowing the audience to identify with them on an emotional level. Some brands use actual characters, known as brand mascots, to achieve the same effect. A strong brand mascot helps people relate to specific traits—like the Michelin Man, who embodies friendliness and capability.
Even when a brand doesn’t have a mascot, its character still exists. In this case, the audience itself becomes the character. The brand should reflect personality traits that resonate with its customers so they can identify with it. Luxury brands appeal to people’s aspirations, while fitness brands aim to inspire and become part of the fitness journey. In both branding and filmmaking, a character isn’t just a figure—it’s a collection of emotions and aspirations.
Take Coca-Cola, for example. Through its products colors, ads, and commercials, the company taps into feelings like happiness, nostalgia, and friendship. By consistently showing people sharing Coca-Cola in joyful social settings, the brand fosters a sense of warmth and belonging.
Transformation
In movies, every character wants something they don’t yet have. Superheroes fight villains, detectives solve crimes, and couples find love. But achieving these goals is never easy—something always stands in the way. At first, these obstacles seem external. Batman must defeat the Joker, and each Indiana Jones movie introduces a new villain to overcome. But the real struggle is internal. In The Lord of the Rings, Frodo battles the temptation to keep the ring rather than destroy it. In Iron Man, Tony Stark wrestles with his selfish, playboy persona while growing into a responsible hero. Great stories visualize a character’s inner conflict first, before presenting an external battle.
Brands can take inspiration from this and highlight their audience’s transformation and internal struggles. Frosted Flakes’ mascot, Tony the Tiger, represents strength and kindness, tapping into a desire that many kids share—to be strong and use their strength for good. Recognizing that this aspiration hasn’t yet been realized allows the brand to position its product as part of the solution. Similarly, Nike’s "Just Do It" campaign speaks to the audience’s desire for achievement, suggesting that something inside them is holding them back. By showcasing stories of success, Nike aligns its brand with those personal aspirations.
Theme
No story exists without a message, and that message stems from the storyteller’s identity and values. For example, a movie like 1917 tells the story of a soldier determined to complete a mission, but the film itself carries a deeper anti-war statement woven into every storytelling choice.
Brands operate the same way. Their products and services reflect the values of the people behind them, which is why two companies selling similar products can feel completely different. Take Patagonia, a brand that prioritizes sustainability and environmental activism so strongly that it once ran an ad titled "Don’t Buy This Jacket" to encourage mindful shopping. In contrast, The North Face, which sells similar outdoor gear, focuses on adventure, performance, and pushing boundaries. Their campaigns often feature athletes and explorers testing their limits.
Creating Your Visual Story
To build a cohesive message that resonates with your audience, treat your brand like a visual story:
- Start with your audience as the main character.
Every brand must understand the people it seeks to connect with—whether or not it has a mascot. If your audience were a story character, what traits would they have? Are they rebellious, like Deadpool? Optimistic, like Forrest Gump? Idealistic, like Luke Skywalker? What emotions and aspirations drive them?
- Define their transormation.
What change must they undergo to reach their aspirations? Must they overcome fear, like Mulan? Find purpose, like Simba? Believe in themselves, like Neo? What’s stopping them? Inner conflicts are key. A brand shouldn’t just sell a product—it should help resolve its audience’s struggles and enable transformation. Brands that do this successfully don’t just get products on shelves; they create a deeper connection with their customers.
- Infuse your values.
Align your message with your vision. What kind of world do you want to help create? What must happen for that vision to become reality? Your values should shape every messaging decision you make, the same way Christopher Nolan's storytelling perspective is evident across his films. Your personal voice—the identity embedded in your ads, websites, and visuals—should consistently reflect what your brand stands for.