The average person gets distracted every 8 seconds.
This is why it can be increasingly difficult for a brand to send the right message in such a short period of time. But brands with a strong visual identity can convey the right message with ease.
The first step in this brand superpower is carving out what needs to be included in your visual identity, what doesn’t, and how to use it. Read on to learn more about crafting your visual identity to make the most out of consumer retention rates.
Your Brands Visual Identity
Your brand’s visual identity is critical to every element of your marketing and brand image. With a consistent brand approach, you can train your audience to immediately recognize your content.
There are also additional benefits that come with strong brand recognition. Consistency within the visual element of your brand actually makes your brand feel more dependable. This allows them to trust you more over time. Since purchasing is an emotional decision.
Visual brand consistency also reinforces the message you’re trying to send about your brand or product. Through subtle cues used with imagery and colors, you can create the emotion you want your consumers to associate with your brand.
What Your Brands Visual Identity Needs
With a strong strategy behind you, developing your visual brand identity doesn’t have to be too intensive.
You will want to start by doing a fair amount of research into color psychology. This will help you find the brand colors that will best express the emotion you want to associate with your business.
Next, look for graphics or styles that your market tends to identify with, and try and carve out the elements that create such an appeal for them.
Once you have the basis of the visual elements taken care of, you’ll want to start working on the various items of your brand’s visual identity. Some items you’ll want to consider including are:
- A strong logo and work mark that expresses your brand culture
- A second product logo that can be used for physical branding like hats and shirts
- A specific photography style that can be consistently replicated no matter the subject
- A specific font, which in some cases, can be specifically built for your brand
- A well-coordinated web design
What to Include in Your Visual Identity
In many cases what’s not included in your brand’s visual identity is just as important as what is included. You don’t want to overdo it and send mixed messages to your audience. This would cause inconsistency within your brand image.
Having images and graphics shoved everywhere within your brand and business could also be overkill. In order to continually make a clean message, try to avoid the following visual identity elements:
Team Headshots: While many websites tend to include full team headshots, they aren’t a necessity and could distract from the message you’re trying to create. While they can be used on an about section, they aren’t something that will be used on a regular basis, so there’s no need to invest a lot of money into them.
Backgrounds: While backgrounds for cell phones or desktops may seem like a trendy idea, it’s not likely that a customer will want to use your logo for their lock screen.
Email Signatures: Emails are typically used in a professional manner, and while you do want to incorporate your brands signature colors, there’s no need to go crazy with the graphics here, it’s best to keep it clean.
How to Use Your Visual Identity
Now that you’ve crafted out a strong visual identity, it’s time to consider how you’re going to use it. There are many ways to begin familiarizing your audience with your brand, here are some ideas to get you started:
Develop a strong social media campaign based on your new image. Now that you know the exact look and feel you’ll be going for on a regular basis, it will be easier to stockpile content like photos or graphics ahead of time in order to create a consistent flow of imagery.
Get your brand in front of the people. Through trade shows, conferences, and seminars, having a visual identity now allows you to create flyers, banners, and tables for such events that will be sure to stand out.
Revamp your website. Remember, consistency is key. Your website is one of the first places consumers will hit to become more associated with your brand, so it’s important to be sure that every page matches your newly formed visual identity.
Have a launch party. Once your visual identity is composed, it’s time to show your baby off. You can integrate elements in every detail of the event, from the presentation of the food to the type of entertainment to really drive the message home.
Know What Works and What Doesn’t
You started your business because you’re great at what you do, but when it comes to crafting a strong visual identity you may not have the time or the patience to try and figure out what works and what doesn’t.
For this reason, it’s often wise to turn to a professional marketing agency that already has the knowledge and experience to know which look your audience will best respond to.
While you can simply work through trial and error, often more thorough research is needed to know which type of emotional reaction is created by your brands look, so it’s best to get it right the first time. From your web design to your inbound marketing, a strong team can help ensure everything stays consistent.