DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 153 add images, a collage offers a nice way to maximize this real estate. It also doesn’t have to be a full-on collage. It can be a series of images over a larger image. Images with Text, Quotes, and Stats When a photo alone won’t do, text, quotes, and stats can help to clearly communicate a point, inspire your community, promote competitive dif- ferentiation, generate a laugh, and more. 1 Clearly communicate a point. Think about it. To its fans, a photo featuring a crushed can of Red Bull without text could mean a multi- tude of different things, from brute strength to anger, an unfortunate accident, and more. Layer in the text “We find your lack of energy disturbing,” and the Instagram image takes on a new meaning in line with Red Bull’s fun and extreme lifestyle. 2 Inspire your community. Whether it’s a quote, stat, or phrase, the use of powerful words will deliver an inspiring message. Inspiring visual content can take many forms. Most often it’s found in the form of a quote from a well-known thought leader, company executive, or customer. However, a powerful stat can bring a message or point of view to life. Depending on the intention of the post, a snappy one-liner like “Wish you were here” or “Love what you do” can also motivate your audience. Another idea is to produce a word cloud describing a value, prod- uct, or service. Want to go the extra mile? Consider crowdsourcing these words from your community. 3 Promote competitive differentiation. GE does a good job using visuals with quotes and statements to reinforce a key competitive differentiation—its people. Customer testimonials, positive press, research studies, awards, and third-party endorsements could also help to promote competitive differentiation. 4 Generate a laugh. While quotes inspire, stats reinforce key points and facts. Stats have the ability to add credibility, spark a