Building your brand means building your story. There are multiple elements of a good story, but a theme is what carries the plot from beginning to end and helps keep readers hooked. When it comes to building your brand story, the consistency of your visual elements is like your theme.
Let’s face it: no matter what type of business you have, you’re attempting to appeal to real people. We’re visual creatures. We learn early on to recognize visual language before we can even speak. That’s why your company’s image is important. Consistent visuals not only make your brand more recognizable, but they also instill a sense of comfort and trust within your market.
There’s no question that visuals are an effective way to make an immediate impact. The only problem? Not all businesses grasp the importance of consistency for brand image and their marketing strategy in general.
To succeed, it’s important to adopt a strategic approach to visual brand management. Let’s dig a little deeper.
Where Consistent Visuals Matter
There are many elements to creating a visual identity for your brand. A common mistake that businesses make is focusing on a stellar logo and calling it good. While a strong logo is important, it’s not the only part of a visual image that matters. In addition to your logo, your market learns to associate certain colors, graphics, and font styles with your brand.
It’s important to develop a visual strategy that incorporates all these elements and carry it across all your visual marketing channels. Here are a few examples of areas where brands can develop a strong visual strategy.
- Logo Design: A logo is the symbol of your brand. It should be unique, personalized, and a true representation of who you are. A strong logo not only symbolizes your brand but also appeals to your target audience.
- Display Ads: Display and rich media ads are a chance to reinforce your visual identity creatively. Display ads should feature visual elements that are key to brand recognition. Take T-Mobile for example. They use the color pop of a singular bright shade of pink and recognizable font to make all their display ads instantly identifiable.
- Promotional and Sales Material: A consistent visual identity needs to be designed into your promotional and sales materials. This isn’t the place to leave customers guessing about who you are.
- Direct Mail: How many pieces of mail get immediately tossed without the recipient even taking the time to look at it? This is because the mail wasn’t immediately recognizable. A consistent visual strategy ensures your direct mail campaign gets noticed.