Visual communication: 5 tips of what not to do


Visual communication: 5 tips of what not to do

In the age of internet and multimedia connectivity, visual communication is gaining more and more prominence. In this scenario, companies of various sizes and sectors have invested in the area, due to the great impact on the target audience. That’s why we have separated five tips on what not to do with the visual communication of your brand.

Due to its attractiveness and engagement, visual communication should be very well thought out and, therefore, be part of broad planning and precise objectives. Developed efficiently and professionally, it is an excellent ally to increase sales, improve market positioning and convey values ​​and missions. Otherwise it could turn into a catalyst for catastrophes, with the potential to sink campaigns and damage the strongest reputations.

1-  Never start without well-defined goals

As mentioned above, visual communication should be part of well thought out planning that encompasses business goals. The greatest chance of making mistakes lies in the absence of a clear strategy. At a minimum, you need to know why you are doing it, who you are addressing it to, and how to perform the actions.

2-  Don’t do it yourself

As we have seen, visual communication is very important for the positioning of a company. Therefore, those who do not have enough experience in the field should not try to design a brand or campaign on their own. The chances of giving off an unprofessional and amateur image is very high. Several factors count when producing a piece, such as size, color palette, image placement, and so on. People really noticed that.

3- Not having an identity manual

Not having an identity manual that communicates with the company’s products and services and represents business values ​​is another quick way to sink a reputation. Brand recognition is closely linked to the visual and aesthetic standards it uses. Once again, professionalization is key to seriousness and consistency.

4 – Not adapting to different platforms

When considering the dissemination of a visual campaign, it is important to remember that it must be adapted to different platforms, especially digital ones, as each one has its own characteristics. People access the web through a variety of channels, such as smartphones, tablets, desktops, and notebooks.

Without the right extensions, quality, animations and colors, the visual application can be greatly distorted, which makes all communication impossible.

5- Not respecting the characteristics of each media

On the Internet, each media type has its way of communicating, its specific audience and its mode of interaction. Visual communication must understand and respect these characteristics, so as not to have the opposite effect as desired. LinkedIn, for example, does not communicate in the same way as Instagram.

In addition, the strategy should also converse to the type of content being served and the context in which it is being placed.

As you can see, there are several ways that can lead to an error when it comes to visual communication. It is best to always have the support and advice of someone who knows what you are doing, otherwise all the invested money may be going down the drain, along with the brand reputation. Leave your nephew’s help for another time and invest in a professional image.

By Thiago Eid 

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Endomarketing campaigns to generate engagement

Achieving good results is not only dependent on strategies aimed at promoting the external engagement of your company. It is essential to think about the best way to promote the capacitation of your team and work on internal communication among all. With that in mind, we will discuss internal marketing campaigns today to generate internal engagement in your company.

Endomarketing is essential in the current dynamic reality in which we operate, as practicality in solving problems and challenges are highlights in the offered services. By opting for it, the company’s image tends to grow in the market and stand out for its team composition.

To implement this new system, it must be borne in mind that internal marketing is not only restricted to internal advertising, but also engages HR, with the role of providing better conditions for employees and meeting their demands. That way, proactivity will find a healthier and more balanced space to develop your customers communication strategies and plans.

In this type of implementation, focus on employees’ perception of the company and bringing them closer to the organization will make a difference. This includes outlining a plan that shows they are essential to the company’s development and market growth, generating greater motivation and a taste for the area.

Another point is to constantly provide space for your employees to express themselves and have a voice within the workplace. Exposing ideas and possible discussions about work dynamics has promising results for the company, in a way that it reflects on positive results, such as prospecting an additional customer or making loyal those who are already partners.

Allied to this, one aspect that differentiates one successful company from others is the investment in the whole. Proposing activities and offering lectures and refresher courses in the workplace demonstrates the concern of the organization to refine its sources of growth. Training increases qualification and promotes greater engagement and the building of future leaders.

Applying this more open and accountable policy requires satisfaction surveys to identify which points need to be improved and which ones have reached the highest peak in productivity. This analysis allows new strategies to be formed and calculate the company’s growth rate in a few months.

Applying these strategies will not only make your employees feel motivated but will also create employee-company trust. Thus, it will be possible to notice an improvement in the corporate climate and optimize the achieved results.

By Ana Luiza Antunes


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digital strategy

Digital strategy and persona building

In the elaboration of this digital strategy the construction of the persona is a fundamental item. Building a brand reputation, both online and offline, is one of the primary goals of corporate communication. Once a company gains a positive perception from its target audience, it can also achieve business objectives, whether it is retail or service supply, B2B or B2C.

With the advancement of the internet, digital marketing has become one of the biggest sales and brand recognition tools, with new concepts and formulas to reach more and more precisely the desired audience – the famous target audience, or target And from that concept came the persona: a fictional representation of the ideal customer of a business.

Far beyond the intended audience, the persona is based on actual demographics and behavior, and considers clients’ personal history, habits, interests, profession, goals, challenges and frustrations.

Persona x Audience

The most important point in knowing the difference between persona and audience is from the point that both are not synonymous. While the target audience covers a large portion of the population for whom the products or services are intended, the persona represents the ideal customer in a personalized and humane way. See below the difference between both:

  • Target Audience

Women from 18 to 35 years old, residing in São Paulo, interested in classical ballet and jazz, with monthly income from R$ 3,000.00. They are looking for quality dance products and articles.

  • Persona

Maria Eduarda is 24 years old and is a dancer at the São Paulo Municipal Theater and a ballet teacher for children from 6 to 11 years old. She is at the beginning of her career and one day she dreams of being the soloist of the company she dances for. She seeks quality products, technology and value compatible with its purchasing power.

From the customer base, you can investigate who or what the business personas would be and develop more assertive sales strategies to reach those potential customers. Seek to understand how your product or service is perceived in the market, strengths and weaknesses, and how defining the persona can help with this strategic turn.

The importance of defining a persona

It is well known that the ultimate goal of persona creation is, of course, to sell more – be it a product, service or reputation. However, along the way, there are many important steps to converting potential customers.

To build the digital presence of a brand, it is essential to invest in the production of content for blog and social networks. The persona helps determine the best content to achieve these goals, tone of voice, themes, and style of posts.

In addition, the persona helps to understand how the potential consumer seeks, receives, and consumes information, and the most accurate way to design marketing strategies for this ideal customer. It is a key tool for leveraging digital presence, brand awareness and product and service sales.

By Bárbara Christan

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Race Communications To speak for the company train more than oratory - To speak for the company train more than oratory

To speak for the company train more than oratory

Representing a brand or organization in the press goes far beyond oratory training. It is about establishing an image that will represent that institution for an entire corporate and social community. One must keep in mind that communication is directly associated with building an image, because it is through a speech that a figure about the company will be created.

This process is called ethos, a method that aims to ensure the success of the oratory enterprise, assist in the speaker’s posture when talking to the media and strengthen their persuasive power. It is essential, while responsible for an organization, to prioritize media training and establish an effective communicative process, developing discursive skills and being aware of the strategies that compose it, as they will help convince the interlocutor.

A picture is worth a thousand words

In media training, the spokesperson’s central goal is to sell an image so that their audience reacts according to their interests. To work with your content marketing, you need to convey an image that meets the company’s values, so that your ethos is compatible with what the company stands for. Thus, both the essence of speech and brand positioning become clearer.

Knowing your target audience, what they expect from your organization, and how they perceive your brand is also a crucial step in media training, from which you can determine which resources will be used in the oratory to enhance the image.

Also, staying firm and showing peace of mind is what will make your audience evaluate your communication and the way you show the image it represents, helping to understand the approached subject and arising the interest of the listener.

From the moment the established oratory dialogues with the company’s values, the spokesperson’s constructed image has a value compatible with the branding, establishing greater credibility in the corporate and social environment, so as to be remembered positively, gaining more space in the media and thus making the brand more easily recognized.

Focusing on this set of rules, the path to success in media training will be clear. Get ready: Your company’s spokesperson will be much more in demand and remembered as the right person to answer any questions about the organization.

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Race Communications Specialized Media Training and Professional Codes of Ethics - Specialized Media Training and Professional Codes of Ethics

Specialized Media Training and Professional Codes of Ethics

All it took was a camera and a microphone that all you had prepared to talk about disappeared! Direct contact with journalists – especially in press conferences or interviews – intimidates even the best articulated spokesperson. If it’s live, then it feels like you’re lost… That’s why media training, or training for the press, is critical to any organization that develops media relations. Training becomes even more important in the case of self-employed professionals or representatives of public or private health and law institutions (to name the top). In these cases, specialized media training exposes how to relate to the media without breaking the professional Codes of Ethics in each segment.

Codes of Ethics are often stringent and regulate press relations in direct-contact professions that address strategic issues: lawsuits and the use of health-hazardous substances, for example. Currently, these rules and cautions still serve for exposure in digital environments, especially in actions with digital influencers. In these cases, strategic communication planning may require the realization of specialized media training!

One of the strategies that favors and enriches this training is lectures with communication professionals specialized in the areas. That is, in addition to all the usual apparatus of a media training, the activity can be developed with specific situations exposed by those who experience the segment daily. This guest may be a reporter or host who specializes in the subject, or even a press officer; as has already happened in some cases of trainings given by Race Communication in partnership with legal journalist João Camargo Neto.

Being aware of the Codes of Ethics is the ‘ace in the hole’ of specialized press trainings. In the legal field, for example, the judiciary still needs to pay attention to the Organic Law in addition to resolutions of the National Council of Justice, for example; the same goes for prosecutors, and in the case of lawyers, they should pay attention to the new Code of Ethics and Discipline of the Brazilian Bar Association

analyzes João Camargo.

In the health field, a partnership between influencer Gabriela Pugliese and a tea brand recently caught the attention of the National Advertising Self-Regulation Council (Conar). Even if disclosure is made spontaneously, it is up to the brand to ensure the information does not violate current regulations. Something that can be prevented by the elaboration of a small manual that warns about what can and cannot be published, as it is done in crisis situations (which also generates a high demand for media training).

That is: being deeply prepared requires investment – time and financial – but it is a guarantee of good results for your image or your brand / business.

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Visual communication and brand repositioning: beer marketing cases

It is no longer new talking about the fact that large beer labels, such as Skol or Brahma, have strongly restructured their way of communicating to escape from the women, beach and barbecue theme. It is also almost pleonastic to associate Brazilians with beer consumption. But don’t give up on this text – yet. This month we´ve prepared topics focused on the importance of good visual communication. I almost instantly thought of the enormous challenge of running a rebranding like these companies: abandoning a concept of consolidated brand for generations and betting on something almost unheard of for this type of product.

Brand Repositioning

Influenced by a socio-political conjuncture of empowerment, and by an advertising market that has come to see the adoption of compelling discourses by brands as indispensable, the beer industry has opened its eyes. In yet another perspective, the emergence of small breweries and craft beers has taught consumers to appreciate the beverage more qualitatively than quantitatively. There was no other way but to face change to ensure competitiveness and identification with this not-so-new consumer who no longer saw much sense in the same language of women in bikinis serving bohemian men by the pool.
All this to say that brands – not just beer – know that they need to retain consumers in a market dispute that always counts with new players. We talk a lot about this during the creative of branding for a new company. In the case of breweries, there was also this small obstacle: recreating the concept without losing the strength of already quite traditional labels. Thinking of visual identity as a strategic part of the renovation process has been providential in altering the perception of how they are viewed in the marketplace – it is a bit of that feeling that “it was time, right, guys?”.

skol brand repositioning - Visual communication and brand repositioning: beer marketing cases

The most visual example (since that’s what we’re talking about) I know of was Skol’s campaign on International Women’s Day 2017. Just to refresh your memory, the company invited illustrators to recreate ads from the past. Perhaps this was the main strategic hook to face the problem: to assert a new position without sounding phoney or opportunistic, it was really necessary to publicly assume the mistakes of the past and “tear” the label – figuratively – for the emergence of others that´d really stick.
This new way of communicating visually must be the result of an accurate and attentive look to the consumer, the way they are informed, entertained and fed. This is because the whole look must refer to the set of concepts, values ​​and ideas that the brand wants to convey. If you like beer and think about Colorado, for example, you think automatically of the bear, typical Brazilian food and an artisan spirit (of course with particularities based on your experience, but always with a similar background).
That’s why assessing product differentials and especially the target audience are essential starting points for creating effective visual communication – or for redesigning it. It is worth mentioning that cases in the brewing world are interesting even to convince the most resistant organizations of how communication is the fundamental basis to generate reputation and make consumers true brand promoters.

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Race Communications Trade shows and events invest in visual communication to attract customers - Trade shows and events: invest in visual communication to attract customers

Trade shows and events: invest in visual communication to attract customers

Have you thought about investing more offline to attract customers? Today, we´ve separated tips to make no more mistakes in booth presentation and promotional materials and attract more sales. The secret is: at trade shows and events, invest in visual communication to attract more customers.
“Want to get attention? Wear a banana suit!” The phrase may even have a negative connotation in everyday use, but when it comes to the dispute for space in the corporate environment, it is no exaggeration to resort to it. Especially if we think about trade shows, congresses and the like.
We’re talking about events where people walk around, see stands with innovations everywhere, are impacted by flashy colors all the time. At such times, the worst that can happen to a company is not being noticed in the face of so many distractions. But how to stand out anyway? The task is not simple, but visual communication can help a lot.
There are several resources that can be used to attract visitors to your booth, and at these times it is best to consult an experienced professional to conduct this work. But knowing what to avoid for sure is a big step. So as not to make mistakes and when presenting your company at an event, here are three surefire tips

1. Keep consistency

You wanna get attention? Yes. But not by all means. Your business presentation needs to be in tune with the message you expect to get across. If it is a tech company, everything needs to follow a modern and innovative concept. Have state-of-the-art gadgets in your booth, bet on color, design, architecture and a very high tech approach.

2. Align communication

It is no use having a super traditional posture in company folders and having swag on social networks, or using cool colors as the basis of your brand and change them when it comes to trade shows and congresses. Changing colors confuses the public and impairs identification. Communication needs to be aligned on absolutely everything.
3. Save on words
Did you know that humans process images 60,000 times faster than texts? This means it’s no use writing paragraphs and paragraphs to get your audience’s attention at an event, because your text simply won’t be read. Invest much more in the illustrations to communicate. An at such times remember: “a picture is worth a thousand words.”

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Race Communications 5 diagramming tips for Instagram feed - 5 diagramming tips for Instagram feed

5 diagramming tips for Instagram feed

Instagram is the fastest growing social network in the world, with over 1 billion active users per month. Among these users, 80% follow the profile of some brand on the platform, according to data released by Instagram itself. But can your brand stand out on this platform and avoid positioning overview? With that in mind, we’ve put together 5 Instagram feed design tips that will make your business stand out in the most sweetheart social network of the moment.
Since the Fotolog days, the online universe has been directed to image sharing, getting to Instagram nowadays, a network that is only behind Facebook when it comes to user engagement. On these platforms, the goal is to share images that say a lot about you, your brand and your positioning. With so many updates and algorithm changes, not everything that is posted appears to your followers, which often leads them to directly access your profile and view your feed.
And, as with an institutional presentation, the way images are arranged says a lot about your placement on Instagram. Quality and well-produced images are like headlines, lead the follower to access the content and perhaps start a buying journey or relationship with the brand. Image is content! The visual content on Instagram is even more relevant than the information elaborated in the post. But it doesn’t have to be a super production either, because people want to see the real life of the profiles.
Before the 5 tips, here comes a suggestion: Have you thought of following Instagram itself on Instagram? It’s a great tactic to always have references around how platform specialists are using the available resources.
Then, take 5 Instagram feed diagramming tips to upgrade your brand’s visual communication:

1. Consistency: text and image need to converse, they complement each other
2. Personas: Explore physical information that represents your market position. Know your audience and identify their personas.
3. Quality: High quality photographs are the rule. Invest in a photo shoot or a good stock image
4. Curatorship: Make a good selection of images and no photo posting with electronic equipment off, repeating images or using similar photos
5. Real life: Post images that are connected to your reality, without exaggerated edits; bet on diversity!
Remember: Your feed is your Instagram business card!


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Race Communications Company values through image management - Company values through image management

Company values through image management

Building a positive image of your company before the market is one of the goals of every business. One of the key strategies to achieve this goal is to portray the company’s values ​​through image management, creating a striking reputation and thus assuming a clear positioning before its clients. And for your company to build these solid roots with its target audience and stand out from the crowd, your communication needs to be effective, up-to-date, and compatible with today’s corporate and social demands.
The advantage of betting on visual communication is knowing that it has a great potential for reception and reaches more people than written communication, for example. Besides being instant, it is easily understood. One must bear in mind that 80% of human memory is associated with images and figures, so investing in this area is certainly a sure bet.

Visual marketing

During the creative process, define how you want your customer to see your brand and how you want it to be advertised. It is not only the services provided by the organization that should draw attention, but the values ​​and principles of the company through visual elements. Typographies, colors and objects have meanings and within them a message to be passed. If your goal is to sell the brand and reach large scales, you must make explicit the identity of your business.
First of all, you should know that the image management process is fragile and requires a lot of care, for any gap can be fatal to the future of the organization, since with the increasing rise of the digital space, anyone can be influenced by other people’s opinions and judgments can irreversibly leave marks on the image of your company. Therefore, studying your target audience thoroughly and being closely aligned with their thoughts is what will help you chart your next steps.
Identity will make the target audience want to know your services. It will be the persuasive selling factor and will convey a message about the quality of your products, so that they can be shared and recommended. What makes it unique and different from other similar segments within the market? Investing in identity is investing in the future of your brand and securing your space. With this, the company-client-consumer relationship will be reliable, making your brand an ideal of credibility and shaping a positive reputation, strengthening its principles.

Transparency and alignment

Corporate communication goes far beyond the composition of articles, measurement of results, and relationship encounters. Managing image is also giving priority to the visual content that your company makes available to the public through social networks, press kits, folders and logos. It has to do with the visual identity that your business comes down to and, in particular, it aligns with your client’s needs.
However, consolidating identity is a complex process that involves client-company monitoring and alignment strategies. Being aware of the user experience – the behavior and experience of your audience – and what they expect from your organization is critical in determining what types of images will be formed and how values ​​can be evidenced through the visual elements. The public demands innovation. The connection with the customer reflects on the company’s strategy and investing in visual identity is one of the pillars of a business’s success.
From the moment you manage to transmit your company values ​​through visual communication, your brand is closer to being consolidated in the market and to being recognized in the corporate environment, ensuring an effective positioning. The visual elements will determine your prominence before the competition and will be a key strategic element for future projects and image management.

Life cycle

More important than building an identity and managing image is to sustain your reputation. Every brand needs to be managed. It’s no use creating a strategy, establishing a reputation and forgetting the diagnostics. They are the ones who will determine the lifecycle of your brand, whether it is growing and what it needs to meet today’s demands.
The brand needs to be constantly in dialogue with its customers, needs to take a stand and live up to the values ​​of the company. This is the only way it will generate trust and greater credibility for your peers. It needs to be transparent, say what it wants to achieve and where wants to go.
Actions and behaviors are crucial to maintaining image management. Betting on a striking identity will not only make your brand remembered more easily, but if it is at the same time aligned with the principles, values ​​and goals that your company wants to achieve, it will have developed a strong reputation to the market, as well as attracting other potential brands and investors.


This content is a collaboration of Ana Luiza Antunes

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Race Comunicação 3 dicas para aumentar o engajamento do seu email marketing - How to Increase Email Marketing Engagement

How to Increase Email Marketing Engagement

You are well aware of the importance of email marketing in your digital content strategy. Essential in the distribution of content, qualification and nutrition of leads, it is often from a good job in that format that you will influence the buying decision of your client. But if your opening and click rates are dropping, your content may be less relevant, less personalized, and your frequency is inadequate. This creates a phenomenon we call brand fatigue. Here are 3 tips to help you avoid this and increase your email marketing engagement.

Studying user behavior and betting on relevant content can help leverage your engagement metrics

  1.      Focus on the issues and approaches

Think about your lead’s intentions. You got their email for some reason, right? What data did they offer you? What do they seek by subscribing to your list? Does sending an email featuring your new hires make any difference to them? One of the most common mistakes in this format is triggering emails with institutional information, company achievements, and other things that are irrelevant to the customer. It is at this point that you start to become an inconvenience in their inbox. Your brand is there, always appearing, but never with relevance. Guess what’s going to happen? Yes, your emails go straight to the bin, or your lead will unsubscribe. That is, no one is paying attention to what you say. This is called brand fatigue.

To prevent this from happening, a good start is to understand what this lead expects from the information they have already offered you. If you have an e-commerce that sells wine and they have subscribed to your list to learn more about starter wines, it is certainly a good first step using this data to target a nice article about starter wines for them. Your chance to be noticed increases and the path to more engagement is much easier.

2.   Set the frequency

Even if you map out your lead’s interests and information, is it really necessary to send them content every day? What’s more, you have so many topics to unravel? Think of your own email: what happens when you access your inbox and there are multiple emails marketing from the same company? That’s right: bin them! Even if the most relevant issues to you were there, it all became pointless. It is also part of the so-called brand fatigue.

Providing options for your lead to select the most relevant topics to him, the most interesting periodicity and the days they prefer to receive your content are ways to improve their engagement. Personalization is one of the main tools to build a good relationship with your lead.

3.  Notice to be noticed

Like everything in digital marketing, the tests must be present in your email marketing strategy. Trying out segmentations, schedules, new subjects, new approaches, and other ways to get closer to your lead are things that will provide you with key data to optimize your content and frequency to avoid failure. Note the behaviors of your leads, the feedbacks they give you, and from that, draw an experience that is made for them. This will certainly increase your engagement and prevent you from striking out.


Personalization and learning are the ways to prevent your content from being trashed and to increase the engagement of email marketing. Looking at interests to provide the information the user considers useful, respecting how often they want to receive new content, and testing ways to define a best-in-class experience for each lead are good practices that will prevent your e-mails marketing from being ignored and will leverage your engagement.

By Felipe Vaitsman

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