A “visual brand identity” is how you define your business aesthetically, from your logo to your colour palette.
Therefore, it’s so important to have one that’s coherent, attractive and unique.
After all, it needs to communicate what your business is about. But it also needs to be memorable enough to set your brand apart from your competitors.
Struggling with your visual brand identity? Not to worry – here’s how to create one that you’ll be proud to show off for years to come.
1. Define Your Brand Values
Firstly, before you even begin the visual brand identity creation process, you need to be 100% clear on your brand values.
I’m talking about the things you want to stand for in the mind of your target audience.
Why? Well, if you’re not sure what you’re trying to do and how you want to be perceived then how are other people supposed to know?
- What are my USPs?
- Who’s my ideal audience?
- What’s my end goal?
This will enable you to define a set of values that you can try to communicate to the online world through your visuals.
2. Devise Your Brand Handwriting
Creating your visual brand identity 101: start with your brand handwriting.
Your brand handwriting mostly consists of your colour palette, typography and imagery.
To develop one, you need to refer back to your brand values and choose aesthetics that fall in line with this.
For example, are you a childrenswear blogger? If so, why not opt for bold rainbow hues as part of your website’s colour scheme because rainbows are typically associated with the rainbow song that kids sing? Alternatively, do you write for luxury magazines? Then consider a traditional, elegant flowing script font that can project the idea of luxury as part of your logo design.
The idea is to take into account colour psychology, where you want to position yourself and ultimately what makes the most sense for your brand.
3. Create a Statement Logo
Newsflash: your business logo needs to make an impact with your target audience as well as effectively communicate who you are and what you do.
(Not a tall order at all, right?)
Consider your brand handwriting during the design process. Also, choose a visual emblem for your logo that people will easily be able to associate with your business. (For instance, Nike’s white tick.)
That said, if you’re struggling to create a logo that wows, don’t sweat it. Instead, hire a professional graphic designer to do the job for you.
I mean, it’s their area of expertise and it could save you a lot of time and energy if you’re a new business owner with a million and one things on your to-do list. Think about it.
4. Have a Memorable Tagline
Hopefully, you’ll have already come up with a unique name for your business – but what about your tagline?
Sure, a tagline is not always necessary. Sometimes, just your logo is enough to get the message across.
Having said that, an effective tagline can provide another opportunity to speak to your audience and sell your business.
For instance, Tesco’s “Every Little Helps” speaks the language of their target audience: budget-conscious shoppers who need to spend as little as possible on their weekly groceries. It also helps them to be relatable and seen in a positive light.
5. Align Your Website Design
When you own a business that’s purely online, 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.
Include your logo on the homepage and integrate your brand handwriting throughout. Even if you can’t quite match the shades of your ideal colour palette, try not to go too off-course.
Why? Well, being able to associate certain elements of your visual brand identity with your business is essential for building a distinctive and noteworthy online presence.
(Need some assistance with your website design? First of all, set yourself up on SiteGround as a self-hosted platform and then make use of their amazing customer service team. Afterwards, check out Bluchic for simple-to-install, stylish website themes – I’m in love with mine!)
6. Use Cohesive Imagery
Next, be sure to use imagery across your website, blog and other online channels that ties in directly 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.
This way, everything works in perfect alignment and ultimately strengthens the power of your brand.
7. Integrate Your Brand Handwriting Everywhere
Finally, once you have your visual brand identity all sorted, you can start splashing it about everywhere.
The idea is to make sure your aesthetics are cohesive across all of your marketing channels (like your blog, website and social media pages) to create a consistent brand message and experience for your core audience.
Otherwise, your visuals will look super disjointed and start to confuse people. And this isn’t ideal when you’re trying to build authority and position yourself as an expert in your niche.
Building a Foundation Through Your Visual Brand Identity
It can be difficult to come up with a consistent, coherent and unique visual brand identity in the digital age when there’s so much competition.
However, it’s worth taking the time to do it – and do it right.
After all, it ultimately builds a sturdy foundation with your target audience, forms connections and establishes trust, which can then lead to long and prosperous relationships.
What are your top tips for creating a strong visual brand identity? Let me know in the comments!