In this day and age, the business world is getting more and more competitive with every tick of the clock. Success requires sheer strategy and effort toward seeing that your brand, products, or services come out as unique. For maximum sustainability and growth, you must set yourself apart from the rest of the herd.
A visual identity helps you achieve uniqueness because it shows the character of your business. If you want customer loyalty, having a killer visual identity is a smart move. Why? A visual identity gives your customers a sense of belonging. Plus, it goes a long way in improving customer awareness while attracting their loyalty in the long term.
Well, to stand out, one thing is for sure. You need to get it right on the visual identity. Here are some basics about the company’s visual identity that will give you an edge.
1. Target Audience
For any company, the audience must take center stage. Understanding your audience helps you come up with a compelling visual identity. To get the details right, analyze your clients’ gender, age, income, among other elements. The goal of all these is to understand their needs so that the visual identity addresses them.
The audience is part of your brand strategy. In case you’re wondering where to start, the folks over at Red Kite based in Brisbane, specialise in brand strategy and vividly explain what makes up your brand identity. Based on your target audience, professionals can help create a visual identity that addresses their needs and makes your brand unforgettable.
2. The Purpose of It All
Why are you in business? Your visual identity should be a reflection of your purpose. Define your short- and long-term goals, your mission and vision, and how you help customers. When you have a purpose, clients find it easier to identify with your brand.
3. Graphic Expressions
Graphics bring your visual identity to life. These can be in terms of drawn or designed pictures. But, you can also settle on more complex forms such as logos, icons, or animations. The kind of graphics you use can pull in your customers or increase their engagement with your brand.
Make sure to use stunning graphics on your website and social media pages. In your content, images and videos will also go a long way in improving engagement and dwell-time, which are critical to higher conversions and getting return customers. Most importantly, your graphics can make your company look more reliable and professional than your competition if done right.
4. All about Color
For a majority of users, color determines whether they buy a product or not. Therefore, choose your colors wisely. For instance, if you are selling luxury items, black and gold may be ideal for your visual identity. Colors can have an impact on people’s moods and thoughts towards your company. They can help people to easily identify your business and differentiate it from the rest.
5. Text Typography
Here, the key is to keep it simple. Successful brands keep off complex fonts. Like color, typography can evoke certain emotions in a customer. Whether you choose uppercase or lowercase letters, your font will impact a client’s choice.
6. Your Logo
What would you say the most prominent symbol of a brand is? If you guessed right, that’s your logo! Even though your brand image is more important (than you possibly think), your logo is a huge determinant of your business identity. From colors to fonts, most of your other decisions will be informed by a logo. Business cards, letterheads, and other identifying materials also have to match your logo. Choose striking images for your logo that will be easy to remember.
7. What’s Your Story?
Every company has a story to tell regarding how the brand was formed and all that. These stories can make your brand unique and set it apart from the rest. A unique story can help your target audience visualize your brand and relate to you better than your competition.
What is your clients’ reaction to your brand? How do they feel when they see your brand? Evoking emotions through your brand story is an intelligent way to help customers relate to your brand. So, your visual identity should be put across your values and history. If you want your success story to start on the right footing, create a memorable visual identity.
It is essential to know the needs of your audience and the purpose of the business. Choose colors that reflect your brand, whether subtle blues that radiate warmth or bold grays and blacks with which people can better identify your business. The main aim is to enable customers to relate to your brand and foster loyalty. With these tips, you will hopefully be more creative when creating your company’s visual identity.