CHAPTER 3

THE VISUAL STORYTELLING SPECTRUM: AN OBJECTIVE APPROACH

Every brand is different. Therefore, the way your brand should communicate—both internally and externally—will be unique. It will be based on your communication objectives, or your goals. These goals are determined by two very distinct inputs.

  • Who is your audience?
  • What are you communicating to them?

UNDERSTANDING THE VISUAL STORYTELLING SPECTRUM

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