The visual side of your brand might easily be the most important one, especially today when content is mostly consumed online. Paying extra care to how your brand is visually represented online might be even more important that we can currently understand. In fact, according to Adweek, 84% of all marketing communication will become visual by the end of 2018.
This is why we have decided to deliver a custom-tailored recipe for spicing up your brand’s visuals. These are the most important ingredients that you have to pay attention to if you want to add more flavor to your branding strategy.
Invest in Your Logo
In branding, visuals are used to help enhance the user experience and make the message easier to convey. The important thing to understand here is that most of these visuals will come and go, but your brand’s logo is the only visual that is here to stay. It is going to be directly associated with your brand. It reveals your identity and invites people to get to know you better.
This is why investing in your logo is the first item on our list. You have many options at hand to breathe some fresh air into your logo design. For instance, you can launch a contest for your logo design and get some of the top talent to design it for you.
Come up With an Official Brand Pattern
While patterns remain one of the favorite branding elements for many businesses, some haven’t even heard about it. The brand pattern puts the design elements of the brand inside the boundaries but it also ensures that your brand remains visually consistent across all channels and mediums – stationery, website, email, packaging, and environmental design.
The brand pattern is the main spice in your visual branding, the one that binds all others into a tasteful and memorable experience. Before you make any further decisions that are going to reflect your brand’s visual side, you will have to come up with an official brand pattern, lest you want to risk inconsistency and poor visual experience.
This applies to picking a color palette, fonts, and layout of the designs.
Choose a Brand Font
The psychology of fonts is a new buzzword in the world of marketing. Did you know that typefaces can tell a story on their own and invoke different emotions in people? Yeah, they really can. Since most of you visuals are going to contain at least some text, you should carefully choose your brand font.
The mechanism behind the font-emotion-impression association is similar to the one behind the psychology of color. For instance, fonts from the Serif family reflect Comfort, Reliability, Respectfulness, and Tradition, while the ones from the Modern font family stand for Strength, Progression, Style, and Chicness.
Find a perfect font for your brand:
Be Unique and Consistent
Remember the part when we talked about the brand pattern? Fall back to it once more, and make sure to stick to it when you are spicing up your brand’s visual side. The most important takeaway is that, if you play with visuals in one domain, you should make the appropriate changes to the visuals in others. Consistency is the key to delightful user experience, a thing that will keep your customers coming back for more.
Find Visual Content That Works For You
On your road to success, perhaps the most vital component is being able to find visual content that works for you. What type of content is this? It’s something that can be easily used to express your brand values, business mission and vision but, at the same time, resonates with your target audience.
For instance, if you want to pull a data representation through your brand pattern, you can consider publishing a plain but colorful report, data pies or a nicely designed infographic. It all depends on how you wish people to see your brand and what type of impact you are aiming for.
Use Templates for Social Media
Getting templates for social media ready in advance ensures consistency in your branding. Since social media represent the most valuable channel for making a good impression on customers and new prospects, you have to take several things into account.
First, you have to resize all of your images according to the recommended dimensions for each social network. The next template you have to design is the content calendar, or how often you are going to post, and what you are going to post.
Offer High-Quality Content at All Times
At last, we come to the issue of content quality. It is important to remember that you don’t have to post just to reach some arbitrary number of posts. It’s better to skip a day or two than to post something that has no value to your audience.
Before sharing the content with the audience, make sure that it reflects the brand pattern, has value and high quality. If you are not good at writing and don’t have any graphic designers on board, you should always consider outsourcing these tasks to top talent in the freelance market. When you do, give your best to communicate your values and what you expect to achieve.
Hopefully, this guide will help you spice up your brand’s visual side. There are many visual aspects to address, and it would be best to go slowly and scratch them off the list one by one. If you want to learn more about this topic, here are some more tips to help you with your visual branding strategy.