Visual branding – visuals, graphics, design – it’s not just about the pretty looks! Having a clear visual impact can be fundamental for your business. Having said that, many companies and small businesses out there often overlook this aspect of their marketing and branding needs. As a result, they might miss out on the opportunity to build stronger customer trust and appeal to more people in their market. Keep reading to learn more about visual branding, what it is, and how it can help your business to stand out.
The basics of visual branding
So, what’s visual branding all about? Visual branding could actually be described as a combination of different things: graphic elements, colours, artwork, logos – pretty much anything that has a strong visual component. These elements can look cool and add a nice twist to the look of your website, social media pages, or printed marketing materials. However, this is not their only purpose. Visual branding can be a fantastic way to let the audience know more about the identity of your business, and strengthen the way you are recognised.
It’s all about personality
Visual branding should be in tune with the personality of your branding, and it should be coherent with the message and tone that you are trying to achieve. In addition to that, the design of your visual branding should be created being conscious of your target audience, who they are, what they want, and what they respond well to. Just to give you a very exaggerated example, you wouldn’t want your insurance company website to have a look with flames and urban graffiti wallpapers. Conversely, you would not want your skate shop to look like a formal office, where customers are greeted by a sales rep wearing suit and tie.
In other words, visual branding is also about creating the right perception and helping people understand what your business offers, with the help of some visual cues. This is exactly why visual branding can be one of the best and most powerful ways for you to communicate something to your audience and create a stronger connection with your target market.
Keep your visual branding updated from time to time
In most cases, visual branding is not something that you can just set and forget. Graphic styles might become obsolete, and having the same logo or visual content displayed for many years can actually give your company a perception of something that’s not progressing, that’s stuck in the past. Then again, some businesses might actually benefit from not changing their logo – famous brands such as Coca Cola have rarely updated their logo in a major way because they do want to reflect their background and how their beginnings date back to the late 1800s!
However, most companies don’t have such a long-standing heritage to showcase. This means that they might be better off working constantly to keep their look fresh and updated. We can see this daily on major social media platforms, for example. Facebook, Twitter, Myspace…they work tirelessly to actually update their visual branding and keep up with the times. This enables them to remain thought-provoking and build continual engagement with their audience.
To conclude, visual branding is something that any business should not ignore. It’s an incredibly vital part of the marketing process, and it is definitely worth investing time, effort and thought into.