Online Academy
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Lesson 5. Visual Concept
Online Coach Academy
What is a Concept and Why Is It Needed?
A concept is the core idea or central theme that ties together all elements of your brand or business. In the context of content creation and marketing, a concept involves a strategy that defines how you will convey your message, which key ideas you will promote, and how this aligns with the interests of your target audience.
Why is a Concept Needed?
  1. Direction Setting: A concept helps define the overall strategy and direction for your content and marketing efforts. It acts like a map, showing you where to go and what steps to take.
  2. Creating a Cohesive Image: A well-developed concept ensures a unified style and tone for your brand, which contributes to building its recognition and strengthening its image. This is crucial for making your message consistent and memorable.
  3. Simplifying Content Creation: When you have a clear concept, creating content becomes easier. You know what to write about, how to format it, and what style to use. This helps avoid fragmentation and inconsistency in your materials.
  4. Attracting and Retaining Your Audience: A concept helps you focus on the needs and interests of your target audience. It allows you to create content that resonates with them, making it more likely that they will engage with and stay connected to your brand.
Visual Concept
Visuals are very effective in conveying mood, approach, and your values. Compare these two Instagram feeds.

This is the first thing a person sees when they visit your page. Notice how different the moods they convey are. Where is there more personality and dynamism, and where is there more commercialism and calmness?
The same person, the same Instagram account, but the message is completely different.

For creating quality content, having a good eye for visual design is crucial. Look at other profiles, get inspired, and find your own style.
The Team teachable
What Can Visuals Reflect?

Example of Female Visual Style
Visuals can reflect various aspects of your brand, including mood, approach, values, and personality.

If you don’t have your own photos yet, you can use free stock images from Pexels to find visuals that align with your brand.
  • What do you do, what are you interested in, what are your hobbies?
    It’s important to show attributes here (like dumbbells, yoga mats, meal plans, etc.).
  • What are your values and approach? What is important to you?
    For example, a beautiful and healthy body, clear skin, self-care, strength, endurance. Your approach to work could be about self-love and care or about discipline.
  • What exactly attracts you to your work? What is important to you?
  • Your personality, face, and thoughts.
Example of Male Visual Style
Visuals can reflect various aspects of your brand, including mood, approach, values, and personality.

If you don’t have your own photos yet, you can use free stock images from Pexels to find visuals that align with your brand.
  • What do you do, what are you interested in, what are your hobbies?
    It’s important to show attributes here (like dumbbells, yoga mats, meal plans, etc.).
  • What are your values and approach? What is important to you?
    For example, a beautiful and healthy body, clear skin, self-care, strength, endurance. Your approach to work could be about self-love and care or about discipline.
  • What exactly attracts you to your work? What is important to you?
  • Your personality, face, and thoughts.
Разбираем примеры
Давайте на примере посмотрим, что такое красивый, интересный и продающий визуал
Листай в сторону
  • YES
    Beautiful, stylish, full of life and energy. At the same time, it's easy on the eyes. The photo covers maintain a consistent style, making it a well-crafted, effective selling account.
  • NO
    Chaotic content, with no clear style, and it's unclear where to navigate. As a personal account, it's fine, but definitely not effective as a selling account.
  • YES
    Stylish, understandable
  • YES
    A great example of a men's Instagram—reserved, stylish, and effectively selling
  • NO
    Monotonous. Even if the Reels themselves are cool, stylish, and high-quality, the covers weren’t chosen separately. It doesn’t make you want to visit or subscribe
  • YES
    This style has its place. The aesthetic is consistent, the blog is clear, and it effectively sells
  • NO
    Case studies are great. Clients want to see case studies and results. But they're not enough on their own. It's important to showcase your personality on the account as well.
  • YES
    The style is consistent, there is personality, and it's clear what the blog is about.
  • YES
  • YES
    In the Nike style. For a men's account or for an expert who finds it challenging to reveal their personality or prefers not to focus heavily on personal branding, this is an excellent, stylish option.
  • YES
    Beautiful, stylish, clear, with personality. Sold.
Inspiration
find inspiration on Pinterest
Practical Task: Visual Board

Create a mood board of how you would like your Instagram to look. This will make it much easier to shape your feed later on (examples of what a mood board might look like are provided below).
Consider color, mood, and style. It should REFLECT YOU.

For the mood board, you can use your own photos or find images on Pinterest.

In the future, you can also use not only your own photos but also images from FREE STOCK SITES (there are plenty available online). Note that when creating Instagram Reels, you can choose a cover from the video or upload your own. Use this feature to create a visually appealing and coherent feed.

It's very useful to use text on photos so that viewers clearly know where to go to read or watch videos on a SPECIFIC topic.

Think about what colors, fonts, and meanings you want to convey
Moodboard
Examples of Mood Boards from Our Course Participants
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