A brand is a set of marketing and communication methods that can help to differentiate and identify a particular company and it’s products or services from those of a competitor. To build a brand image, it is very important how others see that brand and what they think about it. The way in which we present information to people is very important, because the information can strongly influence their perception, preferences and outcomes of their decisions. The topic of the graduate thesis "The use of visual content as a building tool for brand image" is researching the impact of visual content in building a brand image. The visual contents used in the thesis will include carefully selected photographs, typography, illustrations, colors and created logo and slogan that will be displayed to the target group, all in order to create a relationship with the target audience, convey the desired message as effectively as possible, and to make the impact on the audience as intense, effective and longlasting as possible. The paper will present two ways of presenting the brand to the selected focus groups, one way will be to present the brand only through textual content, while the other content will include the selected visual content. In this way, it will be examined how much each content has contributed to building a brand image with the target audience and in which way, and this results will be attached to the research. The selected brand will represent a non-existent brand, so that opinions and perceptions of focus group would not be influenced by already existing brand information. Keywords: