7 Ideas to Help You Improve Visual Brand Identity

The way to build a successful business is to build a strong and recognizable brand. It is necessary in order to stand out from the crowd and to be different from the competitors (but in a good way!). It's tough out there on the market and very often it's not enough to just have a quality product or services. You also need to build an image and to make your company visible. One of the methods to do it is to improve the visual brand identity of your company.

What is actually a brand identity?

The brand identity of your company is defined by the way your target audience sees you. The best analogy to follow is the one where you perceive your brand as a person, namely as a friend to your target audience. This would mean that your audience stops being a nameless crowd but a group of people who your brand is trying to make friends with. Every time somebody visits your website or your store/office, the choice of colors, size of the text or the choice of items in the store tell something about your brand. In other words, a brand has a visual aspect which, whether you know it or not, defines your audiences opinion of you. So, your visual brand identity has to match your values so that it doesn't confuse your audience or alienate it.

Why is it important to know your audience?

Before you start building your visual brand identity, it's necessary to know who your audience really is. You need to determine what specific type of people you are trying to have as customers. If you don't define this, your whole visual identity could easily go completely wrong. In other words, you are not creating a certain visual identity for you but for your audience. This means you need to understand their needs, wishes and preferences in order to present your brand in the right way.

1. How to build a visual identity that stands out

First of all, it's important to be unique - that's how you will definitely differ from your competitors. This also means you need to be fully aware of your competitors and their visual identities to make something original. In order to be memorable, you should build a strong visual brand that can be recognized in a second or two without any written context. More precisely, your target audience should be able to recognize your company with just one look. Lastly, all the visual elements need to match seamlessly, meaning there has to be a level of cohesion among them.

2. The choice of colors

When you think about famous brands, you will probably have a certain color in mind. These brands have been using the same color(s) in their logos, images, texts and designs and managed to become recognizable thanks to that consistency. Once you choose which colors will be a part of your visual brand identity, stick to them in every occasion and form of advertising and communication. Stick to a few colors and make sure they reflect the personality of the brand and the company. This will help you determine whether you need bright or darker tones or whether you should stick to a traditional palette or go crazy.

3. Create the right logo

Your logo is worth your time, so don't feel sorry for the effort you'll have to make in order to create a perfect logo for your business. The logo symbolizes your business and its services and it also needs to show the personality of the brand. Once you're sure you have the right logo, stamp it on everything that you use for your business, and more. Not only should it be on your business cards, your memos, products and gifts you give to your customers, but it should also be visible at the entrance of your company. Get effective logo mats and place them in front of all the entrances so that your customers feel they are in the right place.

4. Choose the appropriate font

The font you use on the website, in your stores or on your business cards should reflect your brand's personality. In case your business is of a serious nature, of course, you shouldn't use fonts like Comic Sans. You'll use that type of font if your business is all about fun and light activities.

5. The images

The images you choose also reflect your brand's personality and evoke certain emotions. Don't use funny images just for the sake of being funny if you run serious business - that won't sit well with the audience. They need to have a strong connection with your brand and to evoke positive emotions at the right audiences.

6. Mind the layout

Don't simply think that choosing the right colors, font and images is enough. You need to find a coherent layout that will tie these elements and create a clear picture of what your brand truly is. Everything will be in vain if the layout is confusing and messy.

7. Test it and be ready to adapt

Like any other aspect of marketing, the visual concept of your brand needs to be tested, adapted and optimized. You can't expect to get everything right from the first try. That's why you should take notes of every aspect of the visual identity in order to have insight into every possible mistake. It will be easier to make certain changes if you can identify which aspect was a failure. Don't get discouraged if certain issues arise later in the process - it is how you learn and adapt your visual identity even better.

Final words

Visual brand identity is one of the essential aspects of a successful marketing strategy. You can't expect to be recognized if you don't put a lot of effort into this part of your brand. The good news is that it will really be worth your time - you will notice very soon that investing in the right visual brand identity brings positive results.

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Created on Dec 27th 2018 06:51. Viewed 888 times.

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