A brand is more than words. It’s more than a tagline, a unique and personable voice, and a consistent style. A brand is also visual. Images, colours, and even your font, all play a role in how your audience perceives you.
Humans are visual beings. We often create an impression in our mind of a company based only on the visuals. Before your prospect reads a single word, they may have created a definition of who you are and what you’re about. They’ve started the decision-making process.
This means that the visual elements of your brand not only need to be aligned with your brand definition, they also need to be strong enough to speak on their own.
Here is what you need to consider offline and online.
1. Create a memorable Website Header
Your header is likely the first thing that a website visitor sees. It should contain your company name, your tagline, and maybe a memorable image.
See the website header as your cover letter – it says the right information to convince the employer to invite you for an interview. In the same way, your website header should provide enough information about you and your business to make the visitor stay on your website and check other pages.
Remember this – Your header can evoke emotion or leave visitors flat. Make sure yours will create a powerful impact.
2. Logo – a powerful branding tool
Many organizations fall short with their logo. A logo should be simple, memorable, and expressive. Don’t make it too complicated just to look nice but go for simple and easy to be remembered.
Keep in mind that you don’t need a logo just because you must have one; you need one that can become an effective branding tool.
3. How colours affect buying decisions?
Colours evoke emotions. Make sure that the colours you choose for your website, logo, and marketing materials all reflect the emotions you want your audience to feel.
To learn more about colour psychology and how it influences purchases, see this infographic made by Kissmetrics.
4. Use a font that defines your business!
The font you choose is important. It needs to be easy to read and it should also convey the right image about your business. For example, a tax accountant probably doesn’t want to use Comic Sans as their website font, but this font would be perfect for someone who organises birthday parties for children.
5. Your photos and videos should match your brand
There are different photographic and image styles to consider. For example, some businesses use a cartoon or drawing style for their images and animated video, while others prefer professional photos and videos. No matter what style you use, make sure your visual content supports your brand. Choose images and videos that fit your style.
To discover your company’s personality and find images to suit it, ask yourself what product, service or experience you are trying to sell. What would your audience like to see? Find images that match your answers.
It all works together, words and visuals, to help you create a consistent and cohesive brand message. As you create your website and marketing materials, make sure to keep your brand definition in mind.
Identify your brand’s exact colours and use them in all of your visual content. Integrate them into your website and your social media cover/header photos, as well as printed marketing materials.
In 2018 Video Marketing takes the first place
Keith Keller is a Twitter Video Marketing Specialist from Melbourne, Australia, who knows what he says, so you would better view this video and follow him on Twitter.
— Keith Keller 🎬📹📱💻 (@KeithKeller) January 11, 2018
Need a review of your branding, website content and design or social media presence?I would love to hear from you.