Why visual identity is important for your brand?
The customers have an opinion about your company or product long before they step into your office or store, even before they start doing the research about it online. Most of the impression is gained just by looking at your campaign — actually just by glancing at it.
That’s what makes your visual identity such an important part of your overall branding. With impressive visual identity, you get your foot in the door right away. It should aim to create an emotional appeal, not just convey the information about your company.
How to think about your brand
Think about your brand from the perspective of a customer. It’s not what your brand is, but what your customer thinks and feels about it. Talented brand developers know that visual identity of your brand is the most important part of invoking this emotional response. All the brand elements must follow from the visual style you decide on from the beginning. Of course, there’s always time for do-overs and creating different individual campaigns for different products and services, but your overall identity should have an overarching theme about it.
Characteristics of a great visual identity
Naturally there are no rules that can apply to all campaigns and all products alike, but there are a few basic facts that you should keep in mind when trying to start a new business and make it really your own.
First of all — don’t go into it unprepared. Know your product, be sure to understand what your company is and what it stands for. Then do the same about your customer base (as much as you can, based on the available research). Now, when you know what are you trying to promote and to whom — you can create your brand around these concepts.
Your business is competing with countless others in your field. It’s important to stand out. The customer should be able to differentiate your brand from all others just by taking a quick look. Remember there’s a dark side to this approach — taking it too far by making your visual identity more abrasive than edgy can cost you a lot of customers. Also it’s not enough to be different — it’s also important what that difference is. Identify what makes your services or products unique and find a way to convey it visually.
Your advertising campaign should cover both online and traditional media. It should also find its way to promotional products and your office itself. Also every once in awhile, you’ll have to mix things up a bit — create seasonal campaign, special offers and alike. Your visual identity should remain consistent no matter what media are you working in and what kind of special offer are you creating. The customer must be assured that your company stands behind the campaign even when it changes. This gives out a sense of professionalism and confidence.
Make sure your visual identity can’t be misinterpreted
Your brand will be under a lot of scrutiny by anyone who gets in contact with it. Add to it the power of the internet to overanalyze and blow things out of the proportion and you can get in trouble. Basically look at your logo the way 12 year old would look at it in school. If there’s a part of it that can seem inappropriate, someone will find it. This is especially important in global campaigns, because different standards apply to different cultures.
Creating the visual identity of your brand is long and difficult task. Take it seriously and the reward will follow.