By Shanice Rattan, Digital Marketing Intern
“Design is the silent ambassador of your brand ” – Paul Rand (American art director and graphic designer).
Visual branding encompasses much more than how your brand looks (aesthetics). It also embraces how it makes others feel (appeal).
Thoughtfully designed logos, fonts and imagery not only support your brand but also elevate it. Let’s get into 6 secrets to elevate your visual branding and create a memorable brand:
1. Assess and audit – Critically analyze your current visual branding
This allows you to discern what is not aligning with your business goals. Is it a mismatch of visuals that are inhibiting prospective clients from interacting with your business?
Hone into your brand’s essence to craft a brand identity that properly communicates it. For instance, what feelings would you like your brand to evoke – friendly like Coca-Cola or competent like Amazon?
2. Logo – Design a logo that echoes the core of your brand
Alexander Westgarth of Westgarth Wines posits that a logo “evokes a sense of connection between a brand and consumers.” (‘The Importance Of Having The Right Logo’ – Forbes)
It’s usually one of the first design elements you begin with. An effective logo epitomizes the core of your brand’s values and distinguishes it from others in the industry. We can all spot Nike’s iconic logo from a mile away.
3. Colour palette – Pick your brand colours wisely
Have you read about Colour Psychology? Colour can be quite compelling and connotes various emotions to consumers. Selecting suitable colour combinations can reflect your business’ ethos and shape the way persons engage with your brand.
Blue is typically used to evoke trust and reliability like our brand, whereas, a light blue logo used for a spa can express a feeling of serenity. Tone and vibrancy also matter in colour.
4. Typography – Find the perfect font pairings for your brand
Font pairings are a non-verbal element of branding that can significantly impact brand recognition and also create a cohesive appearance. For example, serif type fonts are used to portray dependability, conversely, sans serif can signify modernism.
5. Photography – Select aesthetic visuals that reflect your brand goals
Images convey emotions, similarly to the other brand elements. They can be utilized to craft a brand that’s recognizable and relay the nature of your brand and its values. E.g. bright lighting invokes happiness, versus, dark lighting that can be viewed as solemn.
6. Brand guide – Build a guide that will keep you or your team consistent
It will comprise a set of guidelines with all your go-to design elements, as delineated above. A brand guide promotes consistency and strengthens your brand reputation whilst positioning it as credible.
Be intentional and consistent with your visual branding. From your digital presence to your packaging and physical pop-ups, elevating your visual branding can help strengthen your brand identity, as well as, convert followers into avid customers.
Reach out to us at Business Clinic Ltd. to learn more about how you can skyrocket your brand!
References:
⦁ https://medium.com/@tanya.ravindran/design-is-the-silent-ambassador-of-your-brand-paul-rand-294fff190ef0
2. https://www.forbes.com/sites/theyec/2018/11/30/the-importance-of-having-the-right-logo/