Define Your Company's Ethos to Guide Your Creative Visuals

Friday, June 3, 2022

Modern businesses are about so much more than the product they sell or the service they provide. With consumers being smarter and more informed, and with all of your competitors just a click or a Google search away, every single market is squeezed and every industry is more competitive than ever before.

Article 4 Minutes
Define Your Company's Ethos to Guide Your Creative Visuals

Where once a company could rely on having a great product or service and that would be enough to win over a customer base - today, there is a much greater need to show off the business’ core ethos and personality.

No matter what industry you work within, you need to think about how you are going to present the company. Every message you send out tells your consumer base something, as well as your staff and suppliers.

In this article, we will take a closer look at how you can use creative visuals to more effectively communicate your company’s ethos. Getting this right for your brand can make a huge difference to how you are perceived.

Get to know your own ethos

If you want to communicate your brand ethos effectively, the first thing you need to do is really establish what that ethos is. It’s amazing how many companies think they understand their core values and what makes up the business ethos, but when it actually comes down to it, the people at the top can’t agree on anything - and all their efforts are completely different from those of their staff.

You need to really consider what makes up the basics of the business. Some companies are technical, forward thinking and extremely professional - others enjoy an identity that is more relaxed, friendly and comforting. There is nothing wrong with either - but understanding where your ethos and identity sit compared with your competitors is crucial.

Use a four step guide to establish your ethos and put it on paper:

Four steps to a brand ethos

  • Step one: be specific - many businesses get hung up on words like ‘trustworthy’ and ‘reliable’ when they come to define their brand ethos - but really these are things that every business wants to be. It’s more important to focus on the specific things that only apply to your business.
  • Step two: be customer-focused - ultimately, your brand ethos needs to present a company that your customers want to work with. To do this, you need to really get to know your customers and what they want. Think about your target market and the values they strive for, this needs to form the basis of the ethos you present to them.
  • Step three: be real – it’s essential that the brand values you put forth are those that your customer genuinely wants. Let this define your ethos and be the catalyst that takes you there. Customers will be able to see through an ethos that is grounded in fiction.
  • Step four: be consistent - a business can update various aspects of their image over time, but securing loyalty to your brand requires a strong dependability that you remain firm to your brand’s core values.
"Once you define brand essence for your organization, you can use it as “ground zero” for the rest of your reputation-building strategy. With the heart of your company in mind, it’s much easier to design logos, marketing campaigns, and even taglines that speak to your audience." – Steve Harvey, Client Director at Fabrik


Establish your visual identity

If you want to communicate your company’s ethos effectively, you need to establish a strong visual identity. When a customer sees something that you’ve created, they should be able to instantly recognize that it comes from you.

“Visual identity is how you shape perception and create an impression through the visible elements of your brand. Images are a powerful form of communication, specifically because they do not communicate with words. They speak on a primal, emotional level and are thus more persuasive. But with great power of communication comes great responsibility: you’ll want to be extra cautious that you’re not sending the wrong message.” - Johnny Levanier, Writer at 99 Designs


Communicate your authentic backstory

Following the turbulence of recent years, people are more attracted than ever to buying into something if it’s more natural and authentic. The same reasoning can be applied to how you build your brand and plan an organic marketing message that stays true to your company’s core values.

To tell the most interesting backstory more effectively you simply need to use more compelling, emotive and realistic photography that elevates your brand’s story. Having an authentic presence will not only spark intrigue and inspiration, but can add integrity to your company’s overriding campaign.

Draw on inspiration from your values

When it comes to using creative visuals effectively, there is no one-size-fits-all solution. And that’s sort of the point. If you’re looking for a way to creatively express your business’ ethos, then you need to think carefully about your strategy, and be creative within those parameters.

For example, a company with a strong environmental focus shouldn’t invest in stunning promotional materials made using plastic. No matter how good they look, it will simply send the wrong message.

You can let your own brand ethos be your guide here. Take inspiration from the key features of your business and design creative visuals that show off the good in your company.

Chester Avey

Chester Avey has over 10 years of experience in cybersecurity and business management. Since retiring he enjoys sharing his knowledge and experience through his writing.



Join the conversation...

27/11/2022 Jane Carter
Help... starting a new hair care line and need all of the ethos and marketing help I can get!