People are becoming increasingly visual about the way they experience the world around them. This is not surprising since a human brain processes visual data way faster than text and words. Moreover, a surge of modern technology has enabled companies to forge their identity like never before, using a plethora of digital tools. Namely, today it is possible to deliver visual messages to large segments of the population via powerful marketing channels and platform like social media. Yet, the goal is to tell an engaging and coherent story without uttering a single word. Sounds like an imposing task, does it not?
Dead on target
A lot has been said about brand identity, but it comes down to this: It is a way in which the audience perceives a company. That is why corporations strive to influence this image positively, realizing that is the customers who ultimately define the brand. Hence, the first thing to do when creating a visual identity is to identify the target audience. Do your homework and gauge factors like age, occupation, gender, location, education. There are many tools for conducting market research in this field, so take your pick wisely. Next, you need to muse on the question: How to make people buy products from you, not from your competition?
The visuals must reflect the business values and what the company stands for. But, that still does not say much about how to visualize the brand personality and ensure that the audience gets the message. Well, conventional wisdom suggests that it is best to connect with the consumers on the emotional level. A story that moves is a story that can resonate with a wide audience. A brand that strikes people as accessible and relatable always steals the show, but it takes a great deal of honesty and authenticity to make people others with you. Therefore, show great care and offer feedback if you want to receive praise and see your content going viral.
Simply the best
People have become fed up with too many things going on in the oversaturated marketing landscape. That is why simple visual clues should be used to echo abstract ideas and values. Aggressive pop-ups and similar cheap tricks that do not add to the brand persona are to be avoided. Each small piece of the puzzle matters, whether it is a color scheme, layout, font and size of the text. The logo is important, but do not think it has some deep, intrinsic meaning. Audience transfers meaning onto it based on the perception of the company’s identity. Again, embracing the art of simplicity is advised when creating a logo, so let the colors and shapes blend nicely.
Consistency is another beacon showing you the way. No brand can afford to confuse the audience with contradictory or esoteric visual messages. By visiting a website, people must get a taste of what they can expect from the company’s products and services. So, do not feature just some eye-candy, visuals should give tone to the text and other content. This could mean, for example, using the same filter, image size and font across your digital platforms. Furthermore, it is prudent for the images to have the same theme and overall feel to them. Companies should have automatic templates in store for each network, which speeds up the process. Set parameters like preconfigured dimensions and social media layouts to both make you life easier and to show consistency.
With a human touch
To increase the exposure, think about photos people would like to pin, share, and retweet. Pay special attention to the cover and profile photo, and remember that it is always a good idea to include some images that introduce a human touch. Social media is the best shot you got to do this, so take advantage of every inch of this prime digital real estate. Feel free to include a bit of text with imagery as well. Short bursts of witty comments seem to reign supreme on Twitter, and Instagram audience adores consuming stunning slices of life. Once you pull together a solid narrative, proceed to repeating it all and over again.
Clear photos of products are a must-have. You may include promotional palette as well, because branded gifts and merchandise portray a brand identity. By treating consumers with such items, you show appreciation and enhance your ties with them. It does not have to be anything big or expensive, just useful and well-designed. So, for example, when designing a custom USB, which is a nice modern gift, see to it that it bears a brand insignia or a simple slogan. Other popular branded products are pens, mugs, T-shirts, office supplies, etc. This promotional mission does not excuse you from duty to offer products of superior quality all around and show service excellence.
Video killed a radio star
Video content is one of the most crucial aspects of the effort to establish a strong visual identity online. A bulk of customers claims that they would rather watch a video then go through text content. This tells a lot about the type of messages that grab people’s attention. Videos not only entertain us, they offer handy info in a way that sticks with us. Provided that the video is well-made and striking enough, some of the watchers will end up clicking on the company’s website for additional information. Since YouTube is the second largest search engine in the world, it makes sense to start with the video feed there.
Sympathy for the devil
The world of marketing has been changed by modern technology, launching visuals into the center of the digital galaxy. Some of the fastest-growing social networks are relying on visual content, and it seems to be entrenched in the collective consciousness. So, learn how to express the business personality without engaging in a face-to-face conversation. A robust visual identity increases social engagement, reach of marketing messages and builds trust and loyalty of legions of customers. In the end, it is a sum of everything that people can see, what your visual presence on the internet looks like. The devil is in the detail, but the big picture is the king.