Branding can be defined as every form of interaction your business has with your target market. This includes your logo design, shopfront, your products, customer service, etc. Anything related to your business that comes in contact with your customers is part of your branding.
Visual branding on the other hand is simply the entire visual part of your brand. Your logo is the primary visual symbol of your brand. Typography is the style and appearance of text. Shapes are the distinctive shapes found on your logo, products and packaging.
- Logo design
- Online Marketing Material
- Stationary Design
- Social Media Graphics
- Marketing Collateral
Your visual brand tells the story of your business, including your company’s values, personality and purpose, and it can be one of the best tools you have of communicating with your customers. Poor visual branding, however, can misrepresent and hurt your business. An inconsistent visual brand, by contrast, can create a perception that your company is not genuine or trustworthy.
The visual elements you use to represent your brand should all have a similar feel and message. Consistency doesn’t just help customers recognize you. It also allows them to connect with your brand and develop a relationship. This relationship is key to gaining trust.
Your visual brand impacts how customers perceive and understand your business. But you can’t know how customers will respond to your visuals until you know who they are. The most important part of developing your visual brand is understanding your target market. Once you know who your customers are and how they want to see themselves, you can create and use visuals that appeal to those aspirations. This increases your chances that consumers will choose your company over your competitors.
Every point of contact that a customer has with your business, from the photo in an advertisement to the email you send with orders, has the potential to influence how they perceive your business. It is very important that your visual branding is consistent across all platforms. Your visual brand should be designed to create an emotional reaction that will lead your target customers to trust and identify with your company. This will increase their willingness to make a purchase.
Developing a visual brand that promotes your business takes time. But if you are willing to experiment and discover what your customers respond to, you will eventually hit on a formula that works. Do not treat visual elements, especially on social media, as an afterthought or a separate tool, you should consider them as part of your overall marketing strategy.
Like any form of marketing, a good visual brand leads to trust in the brand and increased loyalty. The right visual elements affect customers’ perception of your brand and convince them to make a purchase in the same way that a billboard, television ad or web page can. When you integrate your visual branding with the rest of your marketing strategy, you create a consistent message that eventually reaches and connects with your target market.