Why is it that you even need a strong visual brand identity for your business? Well, the principal reason is that you need it to be able to manage people’s’ opinions and expectations of your company. This because if they see your company as professional and as an authority within your field, customers are much more likely to come to you for a solution to their problem over other competitors, and that translates to profits, that’s the why! The how? Well, that’s a little more complicated, and something you can find out more about in the post below.
Logo
Probably the most critical aspect of visual brand identity in your business is your logo. This is a symbol that reflects the nature, essence, and even sometimes the approach of the company it’s describing. In fact, you want your customers to be able to see your logo and know precisely what they can expect.
However, combining so many detailed factors in a single, simple image isn’t easy to do, and that is why you should always go for a professional custom logo design instead of that one you can get for a few dollars on a freelancer site. After all, your logo will be the first thing that most customers see on your website, communications material, and marketing resources, and that means it has to be as effective and eye-catching as possible.
Typography
The next element of your visual brand identity that you need to be concerned with is the typography that you use. This means not only the font but the spacing and kerning used as well.
Often the critical font is pulled from the logo design itself and then paired with 1-2 others that match well. Although, it is crucial that you stay well clear of fonts that have become cliche through overuse including Bleeding Cowboys, Courier and the dreaded Comic Sans!
Colours
The colours that you pick for your business’s visual identity are also crucial. Most companies go for a few set tones, often pulled from the logo itself and use these throughout their correspondence, and marketing.
They key here is to pick shades that work well together, and to use them sparingly. In fact, it’s is entirely acceptable to use your brand colours along with neutrals to give a customised and unified look across all your platforms.
Images
The images that you use on your website and in your marketing are also part of your visual branding, and so need to be dealt with using the same care and attention as the other elements discussed above.
Where possible, generating a specific and professional image is the best course of action, as these will be customised only to your business and you will have much more control over what you want them to say.
However, it is wise to stay away from generic stock images if you can, particularly ones that are obviously posed. Instead, look for pictures that look as natural as possible and reflect the tone, and visual style of the rest of your branding.