Todd Sumamno
You most likely know the saying a picture is worth a thousand words, but is this also true when you build a brand? According to research, the human brain processes visuals 60,000 times faster than text (it needs only 13 milliseconds to grasp it). Understandably, the visual part of branding is crucial because it supports your efforts in transmitting your core message, building a brand story, and creating a personality that reflects your values. Your brand’s visual elements strongly impact your public’s perception of your company, regardless of the industry you operate in. You can use them to build brand recognition and attract the public’s attention.
The present marketing space is highly visual, and your marketing strategy should include these kinds of elements for long-term success. In this article, you will learn how building a visual identity for your business could help you stand out in the market.
First, let’s find out what is visual branding
Visual branding includes all the elements you use in your brand positioning strategy. Suppose you are about to launch a new product or service; you will host an event to engage with potential clients and try to retain them. For this event, you will rely on branding to show the audience your unique brand identity, and some of the elements displayed will be visual. It’s paramount to focus on the visual elements of the marketing campaign because they can help you differentiate your business from your competitors and create a connection with the prospects.
The way your brand presents itself to the public is more than picking some designs and colors. Brands consistent in their visual identity ensure all elements capturing the eye reflect their values, so they will pay great attention to the way their website is designed, the product packaging looks, and physical locations are decorated.
Next, let’s identify the main elements that make up visual branding
The logo
If there’s one visual element the public engages with the most, that is the logo. It should make your public recognize your brand instantly, as Nike, Adidas, KFC, or Starbucks do. Everyone worldwide knows these brand’s logos and can pick them up quickly if they have to identify them. You will stamp the logo on everything from packaging to store signs and business cards, so your brand’s personality should shine through it.
Color
All worldwide known brands have a consistent color palette. When you think about Coca-Cola, you think about the color red. When you think about McDonald’s, you think about the color yellow. You get the idea. Big brands are consistent with the colors they use for designing their physical stores, packaging, digital images, and texts because they help them become easily recognizable. Pick a limited palette of colors and apply them to all visual items. Make sure they help you share your values and resonate with your audience.
Font
Besides the color palette, you should also pick a font that tells the public the kind of brand you run. More serious companies like law firms avoid fonts like Comic Sans, but more light-hearted brands find it the right choice to portray their style. The typing characters used for text should represent your company values, mainly if you use letters as part of the logo. Louis Vuitton, for example, uses the initials LV in the logo, and they appear on all products.
Images
It goes without saying that you use images at your local stores to transmit messages without using words. Depending on the type of brand you run, you can even purchase photography for sale from an online store and create a gallery on one of the walls of your physical store. If you have multiple locations, make sure to recreate the gallery wall for every one of them so that the public will associate this element with your brand. You might also want to use images for your website, but when you pick them make sure they don’t confuse the public and tie back to your company. Any visual element you use should speak to your ideal customer.
Lastly, let’s find out why you should prioritize visual branding
As mentioned, your visual identity directly reflects the kind of business you run, so you should put in the effort to build a positive and adequate one. It will pay off in the long run because:
Visuals complement other branding elements
Visuals make everything more interesting, especially in a marketing campaign. You can use visual elements to increase your audience’s engagement and ensure they receive your messages well. You can also use them to portray the image you want to create around your brand because they make it easier to transmit a specific message.
Visuals connect colors with your brand
We mentioned earlier some examples of popular brands and their consistent use of color schemes. You should take inspiration from them because colors can reflect your brand’s personality. Make sure that the hues you use to design the logo and product packaging and to decorate the physical headquarters and stores leave a good impression on your customers.
Visuals encourage social engagement
Having a strong social media presence is crucial for businesses of all sizes these days because the public usually reaches their favorite brands through a social media platform. You have to use unique visuals on your social media pages to market your business to your target clients. People nowadays don’t have the necessary patience to read lengthy texts; they scroll through posts and stop only if the visuals capture their attention.
Visual elements also help you draw customers to a physical location. People who like what they see might be curious to step inside and test the products.
Lastly, use your logo as a watermark to associate everything related to your business with your company, and you will increase brand recognition.
Brittany
