5 Actionable Ideas for Creating a Successful Visual Brand Identity
Brand identity is how your audience perceives you. Your audience needn’t be a faceless monolith but a single person that matches the ideal buyer persona that you have created using your customer insights and market surveys. A brand identity tells the person what they can expect from your company, be it in the quality of products or the customer touchpoints or the after sales services. Branding matters!
The appeal of a brand increases if it is perceived to add value to its customer relationships. You will have to solve problems. The quality of your service is expected to be consistent and your brand identity can clear doubts faced by your prospects as to whether your service would be as sincere and consistent as you are claiming it to be. However, it can be difficult to prove and hence visual brand identity becomes important.
What is visual brand identity?
Sometimes your corporate strategy, credo, customer centricity or missions may be difficult to encapsulate through words alone. Visual elements like a consistent color, forms, fonts, packaging, photographs, videos, ad jingles, brand logo and design elements of your company website can all help push across the image that you want to create and make sure your audience perceives it in the way best suited to your interests.
It helps create a certain mood and it easily gets associated with the kind of business you are running, the quality of life of the employees, their level of skills and the association the organization has with its various stakeholders. It can also create or dismantle the impression that your company is a responsible corporate entity.
How to create a winning brand identity?
- Create a coherent, consistent visual brand identity: The use of visual design elements should be guided by the present needs of your brand. This means that the design patterns, color and visual messages should be adaptive to times, coherent and relevant to the pitch and narrative of that particular time and also consistent with the overall, historical narrative that helps the brand create an instant connection with its prospects.
- Make your designs customer-centric: Not only should your products, services and policies be about your customers but your designs should reflect that as well. See how the people for whom you have created the visual cue react to it. Use A/B testing methodologies and other research techniques to create the most effective brand identity.
- Use emotion to good effect in the design as well as copy: Have a simple, uncomplicated identity that is easy to decode, on every medium and from whatever message you are sending across. Use the right emotions and see how people react positively. If your product can solve a problem, don’t just say it, create a mirage of the additional benefits that would have and the overall positive impact it would have on their life.
- Turn your brand design ideas into assets: A brand logo or other visual identity cues are born after a lot of deliberation and some heavy expenditure. However, don’t look at it as a bad expenditure. In fact, it is an investment for the future. However, you don’t need to experiment too much with it. Use the services of a professional to fructify your ideas.
- Speak the language of your target market: Your designs need to be relevant to the target market for whom you are creating them. You can’t use the same paint brush for different demographic or psychographic groups. Some aspects of your brand identity, like your brand logo, may remain constant in all messages. But, you can certainly change the colors, fonts, and other visual elements based on the mood and other determinants.
A winning brand identity isn’t born in a day. It isn’t self-sustainable. Ultimately, your products and services must make people happy. However, if you can add value to the lives of your customers, they would want to differentiate between you and your rivals and that is where your visual brand identity would make you a winner!