The process of branding your business usually begins with developing the non-visual aspects like your brand story, positioning, tone of voice, and your brand promise. But, once you have determined all of those things and creating guidelines, you can start creating your visual identity to express your brand.
The visual identity of your plays a huge role in how your brand is perceived by your customers and is usually what people base their first impression on. This blog will look at the different elements of your visual identity to help explain the difference between visual identity and branding.
Here are the different elements to consider while you create a visual identity for your brand:
Your logo is the icon that will be the first thing people will see when they think of your brand. It should easy to recognize and also symbolize what your brand does, and what you care about. Simplicity is key in designing your logo. in fact, the simpler your logo is, the easier it is to recognize. Some of the biggest brands in the world have the simplest logos. Along with being easy to recognize, simple logos also translate better on all platforms like your website, letterheads, and business cards.
The fonts that you choose to use in your branding are very important and will contribute to your customer's unconscious perception of your business. In order to keep your brand consistent, you should look back at your brand story, values, and personality, and choose fonts that will conjure similar emotions as you story does. This infographic from Design Mantic gives some great guidelines to follow when choosing fonts for your brand.
There is a ton of research out there on color psychology that will tell you which emotions are associated with each color, and how that will affect your branding. The colors of your brand also contribute to the unconscious perception that people have of your business. The use of color is a great way to make your business stand out and can help make your business more recognizable. In fact, a study done by the University of Loyola, Maryland found that color increases brand recognition by up to 80 percent. When choosing your colors, take a minute to look at others in your industry so that you can choose colors that make you stand out.
Your brand imagery includes things like the photos and graphics used on your website, your product images, and even the images you share on social media. Your brand guide should include examples of photos for your website as well as the photo treatment that you give them. Your guidelines will also tell you what types photos are aligned with your brand. For example, brands will often use photos with people to make them feel more relatable. As mentioned before, the goal is consistency and to have a cohesive brand that speaks to the overall brand narrative.
The most important thing when it comes to branding is consistency. All of your marketing material and business assets should all reflect your brand the same way Businesses will often create their visual identity without determining the other aspects of their brand, sometimes causing a disconnect or a gap in in your overall brand message. By going through a complete simple branding process, you begin creating a consistent brand that reaches your customers on an emotional level.