Having a strong visual identity has become increasingly important in today’s day and age. The sheer fact that we’re highly ’visual’ beings shouldn’t be neglected by any means – this just goes to show you that you need to pay the utmost attention to these details, especially in the business world. You should keep in mind that no one’s going to even consider buying your product or using your services if your visuals are poor, inadequate, and unsatisfactory/ disappointing in general.
That’s why you need to make sure that the potential buyers or service users instantly know not just that you’re serious enough about your business, but that they can actually trust you. When you’re trying to advertise your product, there are so many things that are connected to making your customers feel good, important, happy, and valued. This means that you have to know what your target audience likes. And everyone likes a good visual identity, whether they know this or not. That’s the reason why we’re going to talk about different things you can do to improve your brand visually and create a unique identity that everyone’s going to appreciate.
1. It’s Paramount to Make an Emotional Connection With Your Target Audience
This may come as a surprise to some people, but if you’re looking to leave a mark on people, you simply have to make an emotional connection with them first. It’s highly unlikely that you’re going to make a big success on the market if you don’t pay a significant amount of attention to the way your customers respond to your visual identity. You could be thinking that you’ve aced your brand visually, but if the audience thinks otherwise chances are that you won’t sell anything.
That’s why companies have teams of professionals that are hired to take care of these things and to avoid this scenario where you’re living in some kind of bubble where you’re the only one who thinks that everything’s alright in regards to your visual identity.
The proper way to target your audience’s emotions and impact them positively revolves around using things like color, words, texture, style, shape, and other elements to create a certain atmosphere and vibe that your brand will resonate with. For instance, if you want to incite feelings of order, you’ll definitely insist on using more symmetrical elements. And if you want to create a more intimate atmosphere, you’d use photos that are close up, instead of taken from a distance. These little tricks really do wonders when you’re trying to make a connection with potential consumers.
2. Use the Fact that Visual Identity Is So Important to Your Advantage
After you’ve made sure that you’ve established a certain connection with your target audience, you want to further exploit this fact that visual identity is so important these days. If you don’t believe this to be true, we’d just like to use social media like Instagram as a reminder of how significant strong visuals elements actually are.
But it’s also important to know that having poor or inadequate visuals can really hurt your brand. That’s why it’s momentous to ensure you have a highly creative graphic design that’s going to really put your brand on the map. Things like your logo design, images that you use to promote your brand or services, and any other visual elements play an important role in representing who you actually are. That’s why being consistent with your visuals is one of the keys to obtaining a new audience and retaining old consumers.
You should always keep in mind that having a strong visual identity and being consistent with your brand visuals all tell a certain story about your company. The way how this story is going to develop further depends greatly on the way you approach your brand visually.
3. Target Your Audience the Right Way and Adjust Your Visuals Accordingly
We’ve mentioned that it’s crucial to be consistent in order to be recognized on the market by your target audience. This makes sense for multiple reasons, and the most obvious one revolves around you being perceived by your potential customers as serious as possible. When we say ’serious’, it doesn’t mean that you shouldn’t be funny or creative, on the contrary. ’Serious’ means that your audience can rely on you. In other words, it’s all about the reputation that you make and create.
This also means that you’ll need to adjust your visuals accordingly, depending on the audience you’d like to target. But this shouldn’t be mistaken for inconsistency, also. You just have to use a different kind of visual for different customers. You’re not ’betraying’ your brand by doing this, but you’re just making sure that you get the best possible reaction from different groups of people. Not all content works for everyone, so you need to include photos, GIFs, comics, videos, slideshows, quote cards, memes, and so on, depending on the group of people you’re targeting. It’s important to note that your visual identity should remain fairly unchanged along the way. One way to achieve this is by using the same colors, filters, fonts, styles, etc.
The Bottom Line
Building a strong visual identity is so important these days, but it can be a rather difficult endeavor at times. That’s why you need to make sure you get in touch with people who are professional enough to know what they’re doing when you’re trying to improve your brand visually. Other ways to achieve this revolve around establishing an emotional connection with the audience, and using this strong visual identity to your advantage to further promote your company, product, or services.