From your logo to your website and social media channels, your visual brand identity is the first thing that your audience comes across.
It’s so important to have an attractive visual brand identity that communicates your business offering and also reflects your brand values effectively. Why? Well, it’s the bread and butter of effective marketing in the digital age.
If you have a simple yet powerful brand that consumers and clients alike can relate to and recognise in a competitive marketplace, then it’ll be practically impossible for you to not stand out from the crowd.
Even though it can seem incredibly daunting at first, it is possible to create a strong visual identity for your business – there are just a few steps you need to take.
Define Your Brand Handwriting
Visual brand identity 101: it’s all about your brand handwriting.
What do I mean by this? I’m talking about how your brand looks across your material materials; more specifically, its colour palette, the typography and imagery used, font size, font colours and all that saucy visual stuff.Your brand handwriting is how your business distinguishes and defines itself to create an impactful visual brand identity.Click To Tweet
All the visuals of your brand need to fit together seamlessly, be consistent across all your advertising channels (like your blog, website and social media pages) and make a lasting impression to be considered successful.
Think about the image and values you want to project to your audience and choose visuals that fall in line with this. For example, are you a kidswear brand? Then opt for bold rainbow colours as part of your website’s colour scheme. Do you sell your writing services? Then consider a beautiful, flowing script font as part of your logo design.
Either way, be sure to use similar visuals across all of your marketing materials to create a cohesive brand message and experience for your core audience.
Create a Statement Logo
It goes without saying that your logo needs to be easily recognisable and instantly translate to potential consumers or clients who you are as a business and what exactly you can do for them.
It also helps if you have a visual emblem or image in there as well as your company’s name, like some kind of signifier, to indicate what line of business you’re in if you’re completely new to the game. For example, my Dream Scribe logo has a quill which is immediately associated with writing and that’s exactly what I do as a business! Ta-da!
That said, try not to be literal and go for anything too obvious (like flowers if you’re a florist, for example) if you want to make a serious statement and rise above your competition.
Struggling to create a decent logo or develop a solid brand handwriting? There’s no shame in hiring a professional graphic designer or freelancer to do the job for you. After all, it’s their area of expertise and it could save you a lot of time, money and energy if you’re a new business owner with a million and one things on your to-do list.
Have a Memorable Tagline
Speaking of creating a logo, hopefully, you’ll have already devised a unique business name – but what about your tagline?
Sure, a tagline is not always necessary as sometimes just your logo is enough to get the message across. Having said that, an effective tagline that communicates how you can solve your consumers’ pain points can undoubtedly help drive clicks and conversions.If you’re up to the challenge, pick out a tagline that people will remember as soon as they hear the name of your business or see your brand visuals. Click To Tweet
It’s also good to state what your business does in a few short and simple words until you build up more of a name for yourself.
I mean, what exactly does “I’m Loving It” mean for McDonald’s? The answer is nothing if you don’t know anything about McDonald’s. However, if you do know about McDonald’s (which, let’s face it, everybody does) you’ll know that it refers to the fact that their customers love their yummy fast food.
Therefore, in the beginning at least, you should always try and hint at how your business can help your core audience through your tagline. For example, mine is “turning content dreams into reality”, which also relates to my name and purpose.
Align Your Website Design
When you’re a business that’s purely online, like I am, your website is essentially your shop window. Therefore, you need to make sure it’s eye-catching and immediately reflects who you are and what you do through the visuals.
You must integrate your brand handwriting throughout, and use the same fonts and colour palette for each and every aspect. For example, my logo colours are black, white and gold, therefore the fonts on my website and blog are always black, white and gold. I then like to weave the pink in as an accent colour, because it’s pretty, feminine and representative of the fashion industry.
Even if you can’t quite match up certain shades, it’s a good idea to try and stick to the same colour palette throughout your website and blog and try not to go too off-course from your other marketing materials, if you can help it, in order to victoriously align your visual brand identity.
(Need some assistance in designing a website that’s reflective of your brand handwriting and what you do as a business? First of all, set yourself up on SiteGround as a self-hosted platform and then make use of their amazing customer service team. Afterwards, try using a fancypants website design from Bluchic for simple-to-install, effective themes – I’m in love with mine!)
Integrate Your Brand Handwriting Everywhere
Once you have your name, logo, brand handwriting and website all sorted, it’s time to transport all that good stuff across to your other promotional materials.From your social media channels to business cards, email newsletters, and flyers you put through your neighbours’ letterboxes, everything needs to be consistent and cohesive across your marketing materials.Click To Tweet
Otherwise, your visuals will look super disjointed and start to confuse your customers or clients, which is not ideal when you’re trying to build authority and trust in order to sustain relationships.
Plus, when it comes to potential customers, if it’s not clear what the business is selling through their visual brand identity then they’re not going to waste any more of their precious time and likely look elsewhere.
Use Relatable Imagery
The final touch when it comes to creating an effective visual brand identity is to make sure that you use imagery across your website, blog and other online channels that directly ties in with your brand handwriting.
For example, I just couldn’t put a really colourful cartoon-looking photo in the middle of one of these blog posts, could I? Well, I could but it’d look really out of place. It wouldn’t relate to my business or go with my brand handwriting in any way, shape or form.
That’s why it’s better to stick to the same “theme,” if you like, when it comes to your visual communication. Always. Because, in this case, everything works in perfect alignment and you can’t go far wrong.
Building a Foundation Through Visual Brand Identity
It’s so important to take the time to build a visual brand identity that’s not only aesthetically pleasing but also instantly recognisable to your target audience.
Why? Well, branding is everything, my friends. If you don’t have a distinctive brand identity, then you don’t have anything. It won’t be clear who you are or what you do as a business – and if you don’t know who you are, then how are your consumers or clients supposed to know?
Presenting a consistent, cohesive and beautiful brand identity design is all about building trust with your target audience, which then forms the foundation for a long and prosperous relationship. And that’s what we’re all ultimately striving for, right? 🙂
What are your top tips for creating a strong visual identity for your business? Let me know in the comments!
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