What is a Visual Brand and Why Is It Important?
Visual branding is just one piece of the puzzle when it comes to putting together your brand identity, and is the main thing that customers will use to recognize your business. Visual branding is important since it conveys the personality of your brand to your audience and helps you to attract your ideal client towards the products or services that you offer.
What are the Main Elements of Visual Branding?
Every business that you are familiar with probably has a visual brand that you can instantly recognize. Some of the key aspects of visual branding include your brand’s logo, fonts and typography, color schemes, patterns and textures, imagery and photographs.
This is a visual mark that represents your brand and is unique to it. It will usually appear on products, product packaging, on your website, print materials, social media, and anywhere else where your brand appears. It is usually the first thing that customers will notice about your visual branding and may be used to convey your main message or help new customers understand what you offer.
The fonts that you choose for your visual brand can play a major part when it comes to putting your brand’s personality across. They can spark an emotional reaction in your audience and help them understand what you offer better. For example, brands that cater to kids tend to use child-like fonts, while wedding photographers might use hand-scripted, elegant fonts that get their message across.
The color scheme that you choose for your brand can play a huge part in getting its personality and message across. Whether you opt for dark colors, bright colors, pastels, colors that complement each other, or colors that have a stark contrast can make all the difference to how your brand is perceived. Consider the type of message that you want to get across. For example, a wellness business that sells products and services to help customers relax might use pastel blues and greens, while a modern videographer might use monochromes or contrasting charcoal and white with clean lines. You might want to consider using colors that relate to your branding in another way, such as your brand name or choice of logo. This generator can be useful in helping you decide which colors to use for your visual brand.
Patterns and Textures
Like your color schemes, any patterns and textures that you use can make an impact on how your brand’s personality is put across. Overlays on images, for example, can make a difference in how your brand is perceived depending on not only the colors that are used, but any textures that are used to add interest to the picture. This can be very useful on your website, social media, video advertisements, print media and more.
Imagery and Photographs
The photos that you use for your branding will say a lot about what you offer. Taking your own photos is a great way to ensure that you are getting the right message across, and the good news is that with smartphone cameras now a better quality than ever before, and tons of resources online, you don’t always have to hire a professional photographer to get the best images for your brand. However, there are also plenty of free or premium stock photos that you can choose from, with many sites that offer extensive collections where you’ll surely be able to find images that fit in with your visual branding well.
Visual Branding and Your Brand Identity
With the combination of the various visual branding elements that every business needs, you can do a lot to create a powerful brand identity and make your brand stands out to your audience for the right reasons. Some things to keep in mind include:
Make sure that your visual brand is a unique combination that stands out from your competitors and cannot be mistaken for another brand. Your visual branding should be so unique that your audience are immediately able to identify it as belonging to your business from just a quick glance.
Make sure that your visual branding is chosen in a way that accurately represents the personality and mission of your brand, provoking the appropriate response in your potential customers. Ideally, customers should have a clear idea of what your brand offers simply by looking at the visual branding.
Finally, once you have come up with a visual brand, it should always be consistent across all visual branding and media both online and offline.
To create a strong brand identity and get the customer response that you want, it’s important to spend time putting together a clear visual brand.