Did you know that first impressions happen way before customers step inside a store?
The truth is, people can come up with an opinion about your company even before they see your place of business. This is all because of your visual identity.
You see, when it comes to branding, what people see often anchors their opinion about a company. To make sure it’s a good one, you need to have strong visual branding.
Still unconvinced? Here are the five most important reasons why visual branding is crucial to business today more than ever:
1. It lets you ‘speak’ to customers.
Some business owners think that investing in the appearance of their company is unnecessary. Others believe it’s not immediately important, thinking that it’s something they can take care of later.
But make no mistake; there’s no better time to establish your company’s visual identity than now.
Contrary to what some people think, branding – or rebranding, for that matter – can take your business to an entirely new level. How? By “speaking” to customers through the right design, tone, and imagery.
When you have a good branding strategy, you can attract customers simply by offering a clear impression of what your brand stands for. If you give your target audience the information they need upon first contact, you’ll have a better chance of converting them into customers.
Of course, since your brand will be under a lot of scrutiny from the get-go, you need to make sure it isn’t open to misinterpretation. This is highly critical today as people tend to over-analyze and blow things out of proportion because of the internet.
Take your logo, for example.
To make sure it offers a clear perspective on what your business is all about, look at it the way a teenager would observe it in school. If there’s something about it that seems inappropriate or strange, you can bet that someone will find it to be the same way, too.
That said, make sure your visual identity fits as many diverse cultures with different standards as possible, especially if you’re aiming to establish an international company. While it may seem like an arduous task, the brand recognition you want will follow if you take it seriously.
2. It helps you connect with customers on an emotional level.
When making your creative brand guidelines, you’re basically attempting to connect with your customers on a deeper, more emotional level. This is where colors come in.
Colors affect the way people see things emotionally. In fact, there is a study called “The Psychology of Color” that discusses that in great detail.
This is the reason colors are more than just a visual aspect of the brand. Predominant hues in a logo can induce specific moods and affect people who see it on an emotional level.
That said, choosing the right colors can help guarantee higher sales. Colors alone can even enhance brand recognition and differentiate your business from the competition.
3. It builds trust.
When forming a brand identity, remember that humans are visual creatures. In other words, people judge others based on appearance before anything else.
Because people process visual information very fast, your logos and other brand elements or imagery serve as your first point of contact with your target market. Since it is the first thing people see, your brand visuals are also their initial basis on whether to trust your company.
To boost your chances, you need to develop a visual identity consistent with the type of work you do and who you want to serve. Otherwise, you’ll end up losing your audience’s interest and, ultimately, the chance to earn their trust.
4. It enhances social media appearance.
When bringing your company to social media, you must ensure that your brand is represented consistently.
Showcasing products and services on these third-party platforms can establish consumer trust. It also encourages them to learn more about your brand.
For example, when boosting your social media presence for photo-sharing platforms like Instagram, you have to make sure that photos are:
- high quality
- made with colors and design elements distinctive to your brand
The visual tone should also be balanced and seamless on your social media feed. If you must use filters, stick to only one or two and make sure you coordinate the colors and space properly.
5. It encourages brand loyalty.
Cohesive visuals simplify the entire shopping experience for your clientele. It also promotes brand loyalty, making it easier for your customers to recognize your products through the consistent use of colors, logos, and imagery.
While there can be variations, all elements of your visual identity should tie together effortlessly across the board. Implement this not only on your blogs and social media sites but also on marketing materials, business cards, and even employee uniforms.
Remember that cohesive visual branding lends your company credibility and integrity. Just look at Coca-Cola and their popular red label or McDonald’s with their golden arches.
These big companies have remained consistent with their colors And even with slight changes in the images, texts, and graphics they use through the years, customers can still recognize these brands at first glance—and with recognition comes loyalty.
Strengthen Your Visual Branding
Understanding the importance of your brand’s visual identity is just part of the initial stages of your quest for brand success. Next, you’ll need to take the necessary steps to strengthen it.
Talk to our experts here at Yellow Branding. We can help you find your visual identity and cultivate it into a unique, recognizable brand as your company develops.