Creating effective infographics for brand repositioning campaigns involves strategic design, clear messaging, and an understanding of both visual and content storytelling. In this article, we’ll explore the process in detail, from the conceptualization of the repositioning effort to the design and implementation of impactful infographics.
1. Understanding Brand Repositioning
Brand repositioning refers to the process of changing the perception of a brand in the minds of its target audience. This often happens due to changes in market trends, consumer behavior, or business objectives. A successful brand repositioning strategy aims to alter or refine the brand’s identity, message, or target audience. Infographics play a critical role in conveying complex brand messaging, illustrating the transition, and visually expressing the benefits of the repositioning process.
2. The Role of Infographics in Brand Repositioning
Infographics help in breaking down complex data and messages into digestible, visually appealing formats. When working on a brand repositioning campaign, infographics can serve multiple purposes:
- Simplifying complex concepts: Repositioning often involves shifts in brand values, messaging, and even product offerings. Infographics make this transformation easier to digest for the audience.
- Visualizing brand evolution: Infographics are powerful tools to show how a brand has evolved over time. They can highlight historical brand data and contrast it with the new direction.
- Creating engagement: Infographics are shareable, which means they can quickly spread across social media platforms, helping increase visibility for the repositioning efforts.
- Illustrating key milestones: Infographics are ideal for demonstrating the phases or milestones of brand repositioning, like updates to product lines, marketing strategies, or logo redesigns.
3. Planning Your Infographics Strategy
Before diving into design and production, it’s important to plan out the strategy for your infographics. Ask yourself:
- What is the core message of the brand repositioning?
- Who is your target audience?
- What do you want the audience to take away from the infographic?
- Which channels will you use to distribute the infographic?
Consider these objectives when creating a series of infographics to track different stages of your brand repositioning journey.
4. Types of Infographics for Brand Repositioning Campaigns
Infographics come in various formats and styles. The type of infographic you use will depend on the message you’re trying to communicate and how you want to engage your audience. Here are some common types to consider:
i. Timeline Infographics
A timeline infographic is ideal for illustrating the evolution of a brand. This type of infographic highlights key milestones in the brand’s history and shows how the repositioning fits into that narrative. This can be a visual journey, showcasing the past, present, and future of the brand’s identity, values, products, and services.
- Example: If a company is moving from a traditional retail model to an e-commerce platform, the timeline could depict the transition from physical stores to a digital-first strategy, including key events such as the launch of a website, mobile app, or changes in their marketing approach.
ii. Comparison Infographics
A comparison infographic allows you to juxtapose the “old” and “new” brand aspects side by side. This is a great way to highlight the differences and improvements made through the repositioning process. This can involve comparing visuals like the old vs. new logo, tagline, product offering, or customer experiences.
- Example: You can compare the old visual style (colors, fonts, logos) with the new look, or even compare customer satisfaction or product innovation before and after the repositioning.
iii. Process Infographics
When repositioning a brand, it often involves multiple steps, such as market research, branding strategy development, design changes, and launching new marketing campaigns. Process infographics are excellent for breaking these steps into easy-to-follow visuals, demonstrating how the repositioning plan is being executed.
- Example: A step-by-step visual of how the brand strategy changed—from consumer research and competitor analysis to final execution—can be compelling and informative.
iv. Statistical Infographics
Statistical infographics are data-heavy and are used to communicate the impact of brand repositioning through key performance indicators (KPIs), metrics, or market trends. These visuals often include bar graphs, pie charts, and percentage breakdowns that demonstrate growth, success, or shifts in consumer behavior due to the repositioning.
- Example: If the repositioning campaign led to increased market share, a statistical infographic could highlight those gains, with supporting data like customer retention rates, engagement metrics, or sales growth.
v. Map Infographics
Map infographics are useful for showing geographic expansion or shifts in target demographics. For example, if a brand is repositioning to appeal to a new geographic market, a map infographic can illustrate the areas where the brand is expanding its presence.
- Example: A retail brand might use a map infographic to show its new markets or customer bases in different cities or countries after repositioning.
5. Key Elements of Effective Infographics for Brand Repositioning
The success of an infographic lies in how well it conveys the brand’s message while being visually attractive and easy to comprehend. Here are key elements to focus on:
i. Clear and Concise Messaging
The core message of the infographic should be clear and easy to understand. Avoid overwhelming the audience with too much text or complex language. Use simple and direct language to convey the repositioning objectives, key changes, and benefits to the target audience.
ii. Consistency with Brand Identity
The infographic should reflect the updated brand’s visual identity. This means incorporating the new logo, color scheme, typography, and any other brand elements that are part of the repositioning effort. A consistent visual identity helps reinforce the change and ensures that the infographic is aligned with other brand communication materials.
iii. Effective Use of Colors and Fonts
Colors and fonts are an essential part of a brand’s identity. When creating an infographic, make sure to use colors and fonts that align with the new branding guidelines. Use contrasting colors to highlight key points and ensure that the text is legible against the background.
iv. Engaging Visuals
Visuals should be chosen carefully to complement and enhance the message. Charts, graphs, icons, and illustrations should be relevant to the content and help the audience better understand the brand repositioning process. Don’t overcrowd the infographic with too many visuals—focus on the ones that add the most value to the message.
v. Data-Driven Insights
Support your repositioning claims with data whenever possible. Whether it’s through customer feedback, market analysis, or performance data, infographics with statistics are more persuasive. Showing measurable results from the repositioning efforts, such as increased market share or improved customer satisfaction, can validate the campaign’s effectiveness.
6. Infographic Design Best Practices
Effective infographic design requires a mix of creativity and functionality. Follow these best practices to ensure that your infographic is both engaging and informative:
i. Start with a Strong Headline
A clear, attention-grabbing headline is essential to engage the audience. The headline should encapsulate the key message of the infographic, inviting the audience to learn more.
ii. Use Visual Hierarchy
Your infographic should have a clear visual hierarchy that guides the reader through the information in a logical sequence. The most important elements should stand out, and secondary details should be placed accordingly.
iii. Tell a Story
Infographics should not just be a collection of disjointed facts or statistics; they should tell a story. Begin with an introduction to the repositioning effort, move through the process and the changes, and end with the benefits or results. This narrative will help the audience connect with the content on a deeper level.
iv. Keep It Simple
Simplicity is key in infographic design. Limit the amount of text, use large fonts for easy reading, and ensure that the layout doesn’t appear crowded. Too much detail can overwhelm the viewer and dilute the message.
v. Optimize for Mobile
Most people access infographics on mobile devices, so it’s crucial that your design is mobile-friendly. Ensure that the fonts are legible on smaller screens, and avoid making the infographic too long or complex for mobile viewing.
7. Distributing Infographics for Maximum Impact
Once your infographics are designed, it’s time to share them with your audience. To maximize impact:
- Use social media: Platforms like Instagram, LinkedIn, Twitter, and Facebook are great places to share infographics. Tailor the visual to fit the platform and its audience.
- Integrate in marketing materials: Include infographics in email campaigns, blog posts, landing pages, and presentations.
- Leverage paid ads: Use targeted paid ads to promote infographics to a wider, yet relevant, audience.
8. Measuring Success
After distributing the infographics, track their performance to measure the success of your brand repositioning campaign. Metrics to consider include:
- Engagement rates (shares, likes, comments)
- Click-through rates (for infographics used in emails or ads)
- Lead generation and sales growth
- Brand sentiment and awareness (survey data, social listening)
By regularly tracking these metrics, you can assess whether the infographics effectively conveyed the repositioning message and resonated with the audience.
Conclusion
Creating infographics for a brand repositioning campaign requires thoughtful planning, design, and execution. By carefully considering the audience, the goals of the repositioning, and the message you wish to communicate, you can design infographics that not only inform but also inspire engagement. Whether you choose timelines, comparison visuals, or data-driven designs, the key is to ensure clarity, consistency, and relevance to the new direction of the brand.