How to Make a Memorable Visual Brand
A Visual Brand is a combination of elements that create a unique ‘look’ that represents your business. It’s the first impression that people have of your business so when developing a visual brand it’s important to represent your business in its truest light so that at first glance it communicates your style and personality.
A memorable brand is developed over time through repetition and consistency. It’s vital to remain true to your brand so that it retains its integrity and the only way to do that is to make sure the elements your choose remain grouped and solid in every instance.
Following are the five elements that build a strong visual brand:
- Logo – A logo gives you a foundation to build a brand on. When developing your logo, consider things like the shape and layout and how it will fit into different scenarios. For instance, will it sit well on your website header in a horizontal space, or within a square shape, like a pinterest graphic? Ask your designer to give you a selection of layouts so that you have a logo that will adapt to different shaped spaces without need to stretch or warp. Make sure you love your logo and don’t settle for something that doesn’t make your heart sing because you’ll be looking at it for a long time.
- Colour – this is probably THE most important aspect of your visual brand. Colour will dominate your brand, no matter where you put it. The colours you choose can be in the background and sit behind your logo, or they can be part of your logo. Choosing one dominant colour will make your brand powerful and eye-catching. Too many colours can be confusing and distracting, so go and google ‘colour theory’ and find out what colour would be best for your type of business.
- Font – fonts have personality and can say a lot about you and your business. The font you choose largely communicates the style of your, whether it’s informal, corporate, fun, casual, professional etc. TIP: Ask your designer to supply you with the font and to make sure the fonts are converted to paths on your logo files (if they’re not converted and you send the logo to say, a sign writer, and they don’t have your particular font installed on their computer, the font will convert to something generic like arial or courier).
- Background elements – Now that print isn’t the only way to promote and we have access to a plethora of images and backgrounds online, it means that your brand can take on a life of its own with the use of background images and designs. Subtle or strong, a background effect can impact on the look and feel of your brand and helps to create a style that’s unique and individual. Examples of backgrounds include photographs of scenery, patterns and textured images such as timber, sand, hessian or stone. You could have your designer create a customized background graphic with colour and shapes. You’re only limited by your imagination and plenty of ideas and inspiration can be found on stock photography websites. TIP: Always create your own images, take your own photos or buy stock images.
- Photograph – whether you’re a small business or larger, the relevance and importance of having professional photographs is rising. People (your clients) want to connect with people (you) and the best way to do that in your marketing and advertising is to add your photo to the mix. It may feel a bit daunting at first, but you’d be surprised at how effective it is. Including your photo inspires trust from prospective clients and also adds value so that when you’re speaking on the phone or online, that person already feels like they know you. Spend the money on professional photos and make sure you update them every year or two.
Building a brand is an exciting process but it does take time. Invest some time researching other brands, work out what images and fonts will best represent you and your style and enjoy the branding journey! If you’d like to learn more or have a chat about how we can work together to create YOUR beautiful brand, send me a note and I’ll get back to you. Jeanne