From the brand’s logo to the typography of letters, every detail counts when it comes to building out your visual brand.
Nowhere is the saying “A picture is worth a thousand words” more true than in the marketing industry. When creating content for the promotion of a new brand, experts need to come up with a distinctive visual identity.
Use Vivid Imagery
When improving your web presence, the images you post on your website will have a determining effect on the visual appeal of the website. The last thing you want to use are stock images, regardless of their quality. There is nothing wrong with stock imagery per se but you want to create a unique visual identity, fueled by original content, both written and visual. One of the most common channels of acquiring excellent images is photo-shoots. They are especially useful for clothing brands, as their catalogs need to one of a kind.
Hopefully, your brand and its logo are going to be displayed all over the town and in the cybersphere. In order for your brand’s visual identity to be recognizable from afar, you should select a unique color palette.
The pattern will help distinguish your brand from the competition and indicate to potential consumers what your industry is. Furthermore, you can draw people’s attention by using contrasting colors to create the effect of spaciousness, just like you do in interior décor.
Vary Graphic Elements
Each aspect of your brand’s visual language needs to form part of a cohesive system, present both in the brand’s physical and virtual image. The use of graphic elements such as icons, charts, color blocks, styles, and infographics had the power to build out your brand.
Furthermore, the ratio of white space against content, then the size of the pictures and their placement will prioritize information for the public, by directing their attention at certain aspects of the page. Select a couple of standard options for processing graphic elements. In the end, these should visually unify all the layouts, as well as imagery.
All visual elements we list here are important for your company’s visual identity but the logo is perhaps the most important segment of its identity. Namely, customers will instantly associate your company logo with your brand. Just as images of rulers were smitten into coins, so is the logo embedded in the core of a business’s identity.
Once you create a logo that appeals to potential consumers and the wider public, it is time to disseminate it. Online, the logo should find its place everywhere, from the website to Instagram stories. Offline, you can brand pretty much anything, from commercial entrance mats to coffee mugs. Such and similar freebies can be distributed to the wider public, helping you widen the pool of potential customers.
Entertain with Infotainment
Visual branding has two main purposes: to inform and entertain people; in one word, infotainment is the key concept behind building out your brand. Information on its own is plain boring, so your content marketing strategies need to be exciting to engage your customers.
One example of this fusion of information and graphics are product descriptions which are informative but it’s the image that captures the viewer’s attention. In fact, you can combine the two, and extensively use infographics to enhance the respective effects of visual and textual content.
Express Emotions with Visuals
Major brands are no longer solely focused on selling their products and services. Engaging their audiences and potential online shoppers is another priority and this is best done through emotions. This is called “empathy marketing,” as it appeals to consumers by putting a face to the brand.
Visual branding can help a company reinvent itself through entertaining content that will draw a lot of views and likes for your brand identity on social media. The main idea behind creating such visuals is to get the audience talking about your brand and disseminate the content by sharing it or mentioning it to their friends.
The practice has shown that visual depictions of emotions are more powerful than non-visual depictions. Even an emoticon can confer happiness and sadness netter that a visual without it. Consumers want a face they can relate to and it is up to the visual identity of your branding to pride them with such a role model, whether real or imaginary.
Typography gives your brand a “visual voice” conveyed through shaping and styling textual content. The font choices are endless, as there are trendy and techy letters you can use for all sorts of logos. Choose font families that underline your brand’s fortes.
Aim for consistency when using typography, just like you would do with the color scheme. Keep in mind that some fonts aren’t available for all applications, so you prepare complementary fallbacks for apps where you cannot select brand fonts.
Building Your Visual Brand
Building out the visual identity of your brand is foremost a process that takes time. However, the more appealing the logo, the color scheme, the graphics, etc., the sooner can you expect your brand to become recognizable nationwide.