An iconic brand readily identifiable by consumers is a valuable asset to any company. Understanding the services or products you offer through your key messages and actions builds brand loyalty. This will happen overtime as consumers gain exposure to your brand.
Other important components of your branding are the visual cues you display. This includes the logo, slogans, colours, imagery, etc. used to represent a company’s name, characteristics, personality, etc.
Think of some of the most notable brands and their iconic symbols. For example, Apple and its bitten apple, McDonald’s and its golden arches, Google’s coloured logo and its “Google doodles” to recognize a various days and achievements. When you see these, you readily recognize the brand.
When you’re working on your visual identity, here are some common elements to consider.
Colours – What colours do you think will best represent your business? Are you looking to portray warmth, strength or maybe something more flowery or fun?
Different colours can trigger different emotions or perceptions about a brand. For example, according to colour psychology studies, yellow is commonly used to depict fresh ideas and creativity. Its brightness can evoke optimism or happiness, warmth and cheerfulness. Red, on the other hand, can express excitement or maybe anger.
Fonts – A font or typeface is a graphical representation of text. Your font can have different sizes, colours or designs. These characters can be numbers, symbols, letters, and even punctuation marks. When choosing a font, consider how it fits with your brand personality and characteristics. If your business is excavating landsites using big machinery, a fine handwritten script may not be the font for you. A font should also work to convey your messaging in your communications, advertising and social spaces.
Imagery – A picture paints a thousand words. We use images to support our messaging. Think about how you want your audience to feel when they see the images associated with your brand. Like fonts and colour, imagery should project brand personality. Your imagery – photos, graphics, illustrations – should evoke an emotion and grab the readers attention. It may even lead them to a buying decision.
A lot of work goes into determining your brand visual look and feel. Take the time to get it right. Many successful companies will test their concepts and designs with a target group before launch. This research will help ensure you’re on the right track.
Once you have a visual identity that represents your business, be consistent in how it’s applied. This will help build brand recognition.
Now get to it!
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