In this dynamic market, the main question that arises for the marketer’s is that how does my brand stand apart and distinct in comparison to my competitors in the market? What is the best and an outlandish way to develop a visual brand identity that is consistent with my brand objectives, core values, and complements my business in the most sought after manner?
Let’s face the fact that branding is not an easy subject and there is confusing information all over the internet when we come to dwell and swing over it.
So, let us carefully understand the anatomy of the visual brand identity.
Define Brand Identity?
Brand Identity can be defined as how your target audience perceives your brand amongst the various other brands in the market that are offering a similar range of products and services. What is the first thing that comes in their minds when they think about your brand and hears it from their friends or peers?
Define Visual Brand Identity?
Visual Brand Identity can be defined as an amalgamation of the various creative elements such as color palette, typeface, fonts, design patterns, messages, logos, and mascots amongst others that creates a stimulus and a sense of emotion in the minds of the target audience.
It has to be clear, crisp, innovative, and unique in nature in order to grab and attract the attention of the customers.
With the changing times and the technological advancements, brands are able to showcase and play with their visual brand identity with the use of traditional media platforms such as television commercials, print advertisements, and hoardings amongst others along with the company website and social media handles such as Instagram, Facebook, Twitter, Snapchat, and the various other Google promotional platforms.
1. Define your target audience?
Defining your target audience is the first and foremost steps to building an effective and successful visual brand identity. It is very necessary to know whom you are catering to and then only you will be able to figure out their exact needs and wants and design your product and service offerings accordingly.
You need to get very intricate and specific with the questions such as Age, Gender, Location, Income, Marital Status, Occupation, Education Level, disposable income, and lifestyle to start with. As per your product and service offerings, it is also vital to define the ethnicity to make your offerings a huge success in the market and make it a success story.
For instance, if you are into bridal trousseau, it is crucial to analyze the ethnicity of your target market.
If you are struggling with this step, take a look and study at your competitor’s audience on their social media handles. It is one of the best ways to analyze their success journey and take a healthy dose of inspiration.
2. How do you offer value to your target audience?
It is very much imperative to understand that what makes your audience tick and click with your brand and make them indulge in the purchase of your product or service. Answer the questions such as what is the problem that you are solving? What is the bottleneck that you are trying to iron out?
For instance, if you are a dating app developer, teenagers and youngsters are your target audience, and you need to design your app quite unique and distinct to the already successful ones.
The colors need to be youthful, and the interface needs to be quick in response in order to catch the pulse of your target audience. Plus it should offer the value addition that is missing in all the current dating apps, and you have to fill that void in order to be successful.
3. How do you visualize your brand personality?
For starters, understand that who your target audience is and what kind of products and services you have to design to offer them. Now, the main challenge and question arise – How?
How do you present the brand personality visually? In the worlds of online, quite many brands face the challenge of expressing brand personality to their target audience without actually interacting with them on a personal level, and this is one of the most significant barriers that your brand needs to cross.
Before your sales team or customer service representatives would put a human element on your brand, internet, and digital media has created a barrier already creating some sort of perception in their minds.
This barrier is even steeper if you are planning to woo and attract your audience with the text elements only rather than imagery and design elements to represent your brand. Just the typos or the use of imagery, whatever you are using, it has to be path-breaking in nature to break the clutter and create a pull factor.
Check this post for many useful advertisement design tips.
4. How often should you tell your brand story?
Once you have an exciting brand mood board and narratives in place, tell them over and over again by reinventing the wheel in the most imaginative and creative manner.
Take a cue from the social media handle of Ralph Lauren, the brand keeps on showcasing the interior designs of its cafe’s, fashion apparels, and other product and service offerings along with promoting their brand cynosures in the most creative, crisp, logical, and clear manner making their followers asking for more as their social media banners are a sight to behold.
5. Keep it simple
Make sure that your visual identity should not be very complicated in nature and its overall approach. If it has too many definitions and many things are going around at the same time, it will surely confuse your target audience.
6. Keep it consistent
Consistency is the key, and it lies in the application of the same filter, the same size, the same font, and typeface across your all your visual platforms to create a brand recall factor and a sense of cohesiveness in nature.
7. Be easy to understand
Your visual brand story should not be so outlandish or mysterious so that your target audience has to open a Google tab on their devices to decode the same. Be simple, creative, and easy to understand.
8. What language do you speak?
When you are quite active on social media, you have to be fluent in the conversation and have a dialogue and open-ended conversations with your target audience.
For instance, Pinterest always appeals to advice, DIY, and is always helpful with the handy tips and tricks. The images you post on Pinterest should be actionable by your audience in some or the other way. You want them to pin it for their increased exposure, but you also want them to click through to your site and dwell more details.
9. How do you brand on social media?
Social media is a huge opportunity to create a human connects with your friends, followers, and customers. It is very crucial to use every square inch of social media real estate to perfect your brand persona in the most efficient manner.
10. Are you confused about the brand logo?
You are not your brand logo but it holds quite a significant value to your entire brand architecture, and as you develop your brand identity your brand audience will associate your brand with your logo and transfer all of their perceptions and interests about you onto your brand logo.
Your brand logo should stand as a testimony to your brand story, journey, core values, and objectives and should be the medium to take the journey of developing the visual brand identity forward.
11. Use the right font
Words and phrases may be exempt from visual branding, typography and typeface is not an exception at all. Fonts help convey and set the tone of your brand identity. Running fonts display friendliness of a brand whilst straight fonts depict that the brand is authoritative in nature.
12. Use the right color shades
Colors play a very important role when it comes to visual branding, and there is a psychological attachment to each color.
It is suggested to stick with a two-color maximum for the visual branding of your logo, website, brochures, social media banners, and stationery.
So, what does each color depict?
A blue color scheme says that you can be trusted in nature. Many banking institutions use blue Pantone shade to convey this message, and the famous examples include Barclays, Chase, and Citibank.
Purple is quite often associated with creativity and luxury. Use this color if you are slightly on the fringes or a true original.
Red is very passionate and bold along with sister colors that are orange and yellow. Red grabs instant attention of the onlookers.
Green is eco-friendly, fresh, and rejuvenating plus it also symbolizes growth. It’s a no-brainer for natural products to use this color shade.
13. Have you considered monochromes?
Regardless of what color shade you choose for your visual branding, you should always consider what your style elements would look like in black and white shades or monochromatic elements. If it doesn’t look good printed, it is probably not a wise choice for fixed design elements, including the brand logos.
14. Do you interact for feedback from your audience?
The main beauty and feature of social media are that you can interact with your target audience and don’t just let that go to waste. Get creative and run photo contests on your Instagram handle or create a group board on Pinterest.
15. Create a template
It will be very useful and helpful if you have made a template for your images as it will add the factor of consistency to your visual brand identity.
Decide the style and type of images that you would like to add to the blog or social media accounts and also consider the perfect size, perfect filters, the placement of your overlay text, and the font type, as well. Create a standard template for you and your team to follow as it will help you, in the long run, creating a strong and recalling brand image amongst your target audience.
Check these templates by Crello to get an idea of how you can design the templates for your brand.
16. Keep a preference library
One of the best ways to keep track of your visual brand identity is to keep a library of your exact and vital specifications as per your requirements. You should always use the same fonts, sizes, colors, and image types and this will be your style guide and mood board.
Read this post to check 25 best fonts you can use for Branding.
17. Unite your team around your brand
There are many team members involve handling your visual brand identity that includes copywriter, graphic designer, DTP operator, strategist, and social media manager. And all of them including you need to be on the same page to win at the aim and objective of a successful visual brand identity.
18. Be Relatable
In your visual branding strategy, you need to show off how accessible you are to your target audience so that they feel connected to you. And the best way to be relatable is to be transparent in nature and all your business operations.
19. Don’t forget about the video
A video is a great way to craft your visual branding as it conveys your brand story through audio and visual along with various other creative elements comprising of stock footages, actual footages, music pieces, jingles, and more.
To break the clutter and carve a niche on the front of building a successful visual brand identity take note of the above-mentioned tips, apply, attract your target audience, and thank us later.