From your business logo to your website and social media channels, your visual brand identity is the first thing that your audience comes across.
That’s why it’s so important to have an attractive visual brand identity that communicates what your business does and reflects its values. It’s the bread and butter of effective digital marketing in the information age so that you can stand out in an already overcrowded marketplace.
Even though it can seem incredibly daunting at first, it is possible to create a simple yet powerful brand identity for your business that consumers can relate to and recognise. There are just a few steps you need to take.
Define Your Brand Handwriting
Visual brand identity 101: develop your brand handwriting.
What do I mean by “brand handwriting”? 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
How do I develop one, you ask?
Well, 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 hues 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 channels (like your blog, website and social media pages) to create a cohesive brand message and experience for your core audience.
Ultimately, you want to leave a long-lasting impression so that you stick out in your consumers’ minds for the goods and services that you sell.
Create a Statement Logo
It goes without saying that your logo needs to be memorable and instantly translate to potential 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 to serve as a signifier and indicate what line of business you’re in. For example, my Dream Scribe logo has a quill that can immediately be associated with writing and that’s exactly what I offer as a service! 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 the name of my biz and its purpose. Comprende?
Align Your Website Design
When you own a business that’s purely online, like mine, your website is essentially your shop window. As a result, 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 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 in a couple of shades of pink in as accent hues, because they’re pretty, feminine and representative of the fashion industry (my main writing niche).
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 with any other marketing materials, if you can help it. Why? Well, being able to associate certain elements of your visual brand identity with your business is essential to build a distinctive and memorable brand.
(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 implement all that good stuff into 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. Obviously, this isn’t ideal when you’re trying to build authority and trust to initiate and sustain relationships.
Plus, if potential clients stumble across a website via Google and 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 trying to figure it out. Thus, they’re likely going to look elsewhere and you lose business. Not cool.
Use Relatable Imagery
The final touch when it comes to making a statement through your visual brand identity? 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,” when it comes to your visual communication. Always.
Why? Well, because 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 is also instantly recognisable to your target audience.
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 brand identity for your business? Let me know in the comments!
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