If you run a business, you’ve undoubtedly heard the term “branding” thrown around more times than you can count. Branding lets your consumers know who you are and what you sell. While you might think all you need is a simple three-sentence branding statement, there’s much more to branding than meets the eye. This is where the visual component of branding comes into play (Get it? More than meets the “eye”?).

When thinking about your favorite brands, what springs to mind? Chances are you think of logos – color schemes, shapes, maybe swoopy lettering. A company’s visual identity is integral to its branding, as it can convey its message or feelings without words. Great ways to express the visual aspects of your brand include website design, logos, packaging, color schemes, brochures, ads, flyers, billboards, uniforms, and storefronts.

Strengthening your visual identity helps foster a stronger emotional connection with your potential customers while building trust. After all, we humans are visual creatures. According to Sprout Social, more than half of consumers (57%) will feel compelled to continue purchasing through your brand when that connection is forged.

In addition, eye-catching visuals can put your brand on folks’ radars, like planting a seed that’ll grow to yield fruit in the form of a solid customer base. A business with distinctive branding is likelier to stick in the memory.

So, how do you make an impact through those visual components? Firstly, you need to establish your brand identity. You should know who you are as a company inside and out. Every aspect of your brand should be methodically defined, from your brand statement, values, and voice to your persona. Everything should be concise and comprehensive.

Then, it’s important to understand the basics of design. Well, at least have an idea of what you want the visual representation of your brand to be. You can always hire a graphic designer to bring that vision to life. Make sure your visual identity imparts a compelling story. Stories hold a lot of power and are more apt to embed themselves in the brain than mere facts.

Keep things consistent across the board, and always have your audience in mind. Who are you speaking to? That’ll also inform what goes into the visual aspect of your brand.

All in all, your branding visuals help you establish relationships with customers who’ll keep coming back for more of what you’re selling while allowing you to stand out among your competitors. It’s the essence of who you are, what you offer, and why future consumers can trust you with their hard-earned money.

Be kind • Be curious • Be inspired

Monique

The Importance of Branding: Visual Perspective