A brand is certainly not a logo or its story, or its business owner or its bottom line. However, a brand certainly needs all of its moving, ever-evolving parts to be called a brand, and not just another nameless wanna-be company that will temporarily be on store shelves. Neglecting any aspect of your brand’s identity means that you’re depriving it of the chance to truly become memorable, and you cannot expect awareness or recognition to grow over time. 

Many business owners invest so much time and technology to build their brand’s voice, but oftentimes comparatively very little in the brand’s visual identity. We are extremely visual by nature, and we use visual cues to remember brands more easily – just look at Nike’s simple but timeless swoosh logo, and you get the gist. Now, understanding the relevance of design for your brand might be a great start to inspire you to do your best in your brand-building process. Here are a few reasons to refine your brand’s visual identity in the months to come.

First impressions do matter in business

Your brand’s logo is the visual equivalent of a firm handshake and a friendly smile. It has the power to leave a spotless impression on anyone who gets in touch with it, or it can be entirely forgettable. Of course, it varies from one industry to another, but you should always keep up with the latest design trends to make sure that your brand’s visual identity is in line with what your audience will find appealing.

In recent years, minimalism has taken over the throne, since brands will attempt to convey more with less. Sleek lines, few, effective colors, and meaningful symbolism allow brands to express themselves while staying in line with their voice. A clean look provides just enough information to help people connect the dots while at the same time being memorable enough to recognize you every time they spot your product in a sea of other brands.

Empowering brand consistency across channels

Even if you have created a memorable visual identity for your business, you need to use and implement it correctly in order to benefit from it. What that means is that brands cannot use one color scheme for one social network such as Instagram, while they rely on an entirely different set of hues for Facebook. You need to use the same logo, images that represent your business consistently, and other graphics, so as to inspire trust. 

Professionals in the field of design are focusing on greater cross-channel consistency precisely to be able to elicit recognition and loyalty in time. For instance, there are platforms that provide print materials that not only reflect the voice, but also the visual identity of the brand in question. This is a surefire way to put your visual identity to work and connect with your target audience no matter the channel. 

Eliciting emotions

In all likelihood, the color green makes you feel calm, red tends to give you confidence, while the color orange can put your brain in a creative mode. You’re not alone in how you feel surrounded by these hues, and the human brain is highly receptive to colors, as we link them to different emotions and moods. 

In design, you can leverage this simple human quality to connect a certain emotion or feature with your brand with the help of a specific hue or a combination of several contrasting or complementary colors. Get to know different psychological connections between colors and the human mind, so as to use them to represent your brand correctly and inspire your customers to establish a strong emotional bond with your business. 

Differentiation among your competitors

Despite your value proposition, your unique product or service, and your outstanding customer service, there are many other companies offering a similar deal in a similar price range to the exact demographic like you. The competition will only grow, and your brand will either blend in or stand out – and your visual design is a key piece of that differentiation puzzle to make sure that your business remains memorable despite the newcomers who join the playing field.

When you pair great design with quality product packaging, print materials, and consistency, you get a winning combination for greater distinction in the market. Utilize the visual preferences of your audience to appeal to their own beauty standards and make your identity all the more interesting in their eyes. In such scenarios, no matter how many new brands pop up, yours will be the one to steal the spotlight.

Treating your brand as a whole is vital for your reputation and establishing a strong emotional connection with your customers. The effort you invest in your visual identity, from your color palette selection, typography, all the way to the logo itself will play a vital role in shaping your brand perception. Get creative and find the perfect visual representation of your brand to give your business a fair chance to succeed in your market. 

Posted by Raul Harman