Your brand is the perception created in the minds of your customers. Visual branding helps you create and control this perception. And ultimately, you want to be the driver of your company’s brand. Read more
Visual brands represent your company, its products/services in a cohesive way that speaks the brand across all media. Subliminal messages, psychological implications and concepts for not only your logo but your visual content such as photos, illustrations, infographics, presentations and any item with the company attached to it.
Are you aware of the distinctions between brand, branding and visual branding?
Here’s a basic overview.
I have used the reference to “you” here, which can be a person, company, product or just about anything your brand efforts are focused on.
What is a Brand?
How do you build a strong visual brand? In one word … consistency.
Why build a strong visual brand? Because every impression of your visual brand has value! When your customer views your visual brand consistently and repeatedly it builds recognition and memorability in their mind. Customers make a connection with your company more quickly and easily. This is simply because the more we see something, the better our recall of it is. It’s subliminal so most times we are unaware it’s happening.
If you want to build a strong visual brand, you can start with your three most important visual assets….
Great logo designs look incredibly simple. It’s easy to understand why one could think they are just as easy to create. Understanding how logos are designed is one way we can learn to appreciate logo design.
50% of our brain functions are devoted to visual processing. We interpret visuals in less than 1/10th of a second and then are quickly compelled to organize them into a narrative. It’s just what we do. If there isn’t a story there, we make one up. That’s why stories can be so powerful.
You can use this to your advantage. Powerful visual storytelling can evoke emotions that will build engagement with your customer.
Here are some ways to incorporate visual storytelling into your marketing.
Every impression of your brand has value!
65% of us are visual learners. This makes a strong visual brand an integral part of building an unforgettable brand.
The goal is always to stimulate recall, instill recognition and become memorable in the mind of your audience. If they view your visual brand consistently and repeatedly, you are empowering them to make a connection with your business easily. This is simply because the more we see something, the better our recall of it is.
A strong visual brand begins with these 5 basics: your logo, fonts, colors, usage and images.
Your logo is not your brand in its entirety. It is a visual representation of your brand. A strong visual is distinctive, simple, readable at all sizes and meaningful. Maintaining your logo’s integrity helps establish the recognition it deserves.
Fonts lend a distinctive personality and should reflect your brand values. Use no more than 2 fonts that pair well and complement who you are. The right fonts will ensure your message is readable and legible.
Color creates your brand’s tone. Choose colors appropriate for your brand and use them distinctly to guide your audience visually in conveying your message.
Guidelines for consistent usage should be established to help maintain visual brand integrity. This may include elements such as guides for maintaining ample white space around your logo which will help draw attention visually. Studies show that consistency in visual touchpoints (website, social media, store, marketing, service, support, etc) builds brand.
Visual content is more interactive, engaging and gets your message across quickly. Create high-quality, compelling and visually consistent images for your brand.
Control your brand by building it consistently and empower it to become unforgettable in our crowded world of brands.
This is the Google visual brand / brand. It is simple, childlike and friendly as they want their brand to be perceived. Is this a good perception? They think so and they have given us detailed info on their reasoning!
Your visual brand reflects in everything you do. Your unique identifiers should trigger recognition and serve as an instant connection to you. Smart people understand that everything visual stands for something in the mind of your target audience. Follow these guides and avoid these common mistakes with your visual brand assets and you will be on your way to making that brand connection you want. Read more
The simplest solution is often the most complex. A good logo might look as if it took merely a few minutes to design. If this were the case, one wouldn’t need a designer, would they? I’d like to share a brief synopsis of two logo development projects completed recently. I hope these will offer a bit of insight into how we achieved a simple, yet sophisticated, solution.
Creating visuals can be a challenge when your talents lie elsewhere. All you need to do is put a little thought into your overall visual branding strategy up front. Here are four areas of visual branding with resources that will help you focus.