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.
Be brand appropriate
Identify what visual assets appeal to your target audience. Test different visuals, and keep track of what your audience responds to so you can really zero in on effective visual brands. When visual assets resonate enough to be shared, it is a powerful way to build your brand.
Common mistake:
Creating content that’s highly shareable should be your top objective but, keep in mind, this could be different on each social network and across different media.
Who’s doing it right?
Target on Pinterest.
Strategize with visual content
DIY tools are very good today but the proliferation of users diffuses their value.
Common mistake:
Be mindful! Many visuals are not as distinctive as one might think, and are over used in the marketplace. This means they will be unable to do your visual brand work for you. It may be an image you like but this doesn’t mean it will connect back to your brand. It may not serve as an effective brand builder.
Doing it wrong!
I call this image “everyones customer service rep” because I have seen her on so many websites that I now equate her with a low level or non-existent customer service. Finding an image for the sake of plugging one in will have little brand value.
On the other hand, taking an image and working with it to enhance and customize it, so it becomes yours… now THAT has value.
Create branded signature images
This is not that difficult but does require thought and planning. It is important to be unique and brand appropriate so you stand out and your message is conveyed the way you intend.
Common mistake:
Inconsistent images, poor image composition and bad cropping.
Who’s doing it right?
GE. “That’s Genius!” on Pinterest.
This isn’t just about placing your logo or URL at the bottom of your image. You can see from these branded signature images that they incorporate a distinctive visual style, consistent color and specific typography all meant to build instantly-recognizable elements that speak GE for that particular usage.
Simplicity, not visually overwhelming
Simple, yet effective images, are the way to go. Similar style and color palette in your image presentation speaks the brand loudly and clearly.
Common mistake:
Visuals that try to say too much and appear cluttered may be incomprehensible and you’ve then missed that opportunity to connect quickly and effectively.
Who’s doing it right?
MOMA store on Pinterest.
A strong, unified brand across all media touch points helps your target audience quickly identify and make the connection to you.