Living in the world of visual concepts, establishing a visual brand identity comes off as one of the most important strategies when building a business. Your brand identity is how your audience perceives you. Making a good first impression is an imperative. To do this, you must make an impact and offer a brand image that has credibility and authenticity.
Visual branding is how you present yourself. It’s the picture you paint and the story you tell about your company so you want it to be a friendly one, with a human face, that consumers can relate to it and share its values. So, the visual aspect that you convey must match your values or it will disappoint, alienate and confuse your audience. Your message, accompanied by your vision, strategies and visual material will establish your position and it must work both graphically and conceptually.
A fully developed visual brand identity will be successful both in terms of creativity (in case the design involves a logo, colours and typography) and in terms of strategy (as a targeted representation of brand, quality, community and culture).
Your logo is your identity
First of all, the logo you design is responsible for leaving a good first impression on your customers and it should make you recognizable. That is how the consumers will identify with your company. It should be clean, clear and straightforward, of a simple colour palette and with very little meaning, since the meaning comes later – it is added by the company to make the brand worth something.
Be picky with colours & typography
You must be very cautious when choosing colours – they produce an immediate emotional response so they must be carefully selected to go in line with consumers’ expectations. In addition, there is the typography – use a basic and clear font that is available on all computers. Once you select the preferred font, it should be used consistently throughout all the corporate literature and print collaterals. A good choice of a well-proportioned and clean font makes all the difference, whether it is on a website, a billboard, on flyers or on a side of an 18-wheeler.
Pay attention to merchandising
Simple is good and nothing shows it better than merchandise because it is something relatable and tangible that the company offers to their consumers. It’s an everyday reminder, whether it’s a notepad, a T-shirt, a cap or a ball pen. And, let’s not forget the business card. You want to know how to make an entrance to a business party? Print high-quality business cards that make a memorable impact. Don’t be stingy here – get someone to design it for you and let it be someone who has a deeper understanding of who you are and what you represent. The last thing you want is for your card to lack soul or substance and just blend in with all the other cookie-cut cards.
Define your audience
Choosing your audience is another crucial element in a successful brand building. Ask yourself – who are the people that we are talking to? Find out their age, gender, location, income, marital status, profession, education or ethnicity, if it matters. To be able to offer them value, you need to discover what makes them tick and then, present your brand in an inviting, friendly manner that shows you are the one with the answer. Emotions play here an important role – it is your tool to reach audiences.
Strategy is the basis
The strategic aspect of visual brand identity includes quality, culture and community. Quality is the primary reason why users will keep returning. Every aspect of your business must show that quality is your top priority – from how you do your business, what you sell, how you handle prospective clients, to your visual material, including website designs, and not just the above-mentioned merchandising.
Take care of your community
Furthermore, community involvement will reinforce every business and a strong brand should seek to build an enthusiastic community around their product. Don’t forget – word-of-mouth marketing is still the key. A company that takes care of its consumers sends a positive message and creates a positive image that becomes a powerful leverage in the long run. A satisfied and nurtured community of strong believers in the company’s products will result in consumers who actively promote them and try their best to convince others to join in.
The concept of visual brand identity is more than just a logo, colours and typography. It is the total visual representation of brand’s core values. In order to convert prospects, a brand must convey solutions to customers while providing the necessary trust, credibility and motivation, and it must resonate with audiences both online and offline.