Why Good Visual Branding Matters in Your Marketing
Your brand is a living, breathing entity consisting of subtle nuances and intricacies that work together to communicate your purpose and position. In fact, our brain is wired to process these nuances and intricacies on a subconscious level, working behind the scenes to form what becomes our impressions and opinions.
All that to say, it’s SUPER important to ensure that every piece of your brand, from your mission and vision to your logos and fonts, is communicating the same message. Consistency across your branding and messaging will help you
Avoid brand confusion
Resonate with your people on a deeper level
Build trust with your followers
Clearly communicate your purpose and the value your brand brings
You may be asking yourself, “how the heck do I create a graphic to embody my brand’s purpose?” We have a few simple tips to help you align your brand vision, purpose, and values with your visual presence:
Stick to Your Brand Style Guide: If you don’t have a brand style guide, we highly recommend you invest in one. If that’s out of your current budget, no worries! We suggest you create a simple set of guidelines to follow in the meantime. The purpose of these guidelines is to ensure that you have a consistent, cohesive aesthetic that is aligned with your brand’s personality, purpose, and target audience.
Consistency is key. Everything from the colors and fonts you use to the style of your icons communicates to your audience on a psychological, oftentimes subconscious level. By defining and sticking to your brand colors, fonts, icons, patterns, or other visual elements in your brand style guide, it provides both consistency and familiarity to your audience, which in turn builds their trust in your brand. Ultimately, these elements will set the vibe that will become synonymous with your brand, so it’s essential that you don’t stray far from your style guide, if at all.
Start With a Clear Purpose & Message: When creating visual elements for your brand, whether it be a social graphic or defining those stylistic elements that will make up your style guidelines, it’s important to ask yourself a few questions:
Who am I trying to reach?
How do I want them to feel?
What colors, fonts, or other elements will resonate with my target audience and also align with the feelings I want to invoke?
To provide an example, if you are a construction company who wants to be known for strength, endurance, and reliability, you’re probably going to opt for a heavier-weight font to demonstrate that strength and sturdiness. In this case, you may also want bold colors, staying away from softer pastels or neutrals.
When we align our mission and purpose with our visuals and messaging, it truly is incredible to begin to see how we’re better able to resonate with and engage our audience. If you’re interested in building your brand or have questions regarding all things branding, reach out to us today!