The Secrets of Visual Branding

Design nerd alert! There’s a science to visuals and they can make a big difference for your brand. The secret of visual branding is that it is a part of every impression, so you want to make sure it counts.

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‍Visual branding is a science. Symbols, colors, and other brand touchpoints can help differentiate your brand’s unique story in a crowded market. While your business logo doesn’t define every part of your brand’s narrative, value, or position, it can help carry those meanings to your consumers.   Logo shape, color, typography, and layout all can have a major impact on how your brand is perceived by potential customers. Scroll down to learn some top secrets of visual branding all backed by science to help your business grow!  

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Visual Branding Starts with a Logo

Here’s a marketing PSA: your logo’s attractiveness can affect the way people perceive your business’s success.  Is the logo consistent? Does it use your brand colors and fonts? Is it blurry?  Was it built in Word years ago?  

Consumer perception plays a crucial role in the success of your business, and an attractive visual symbol (your logo) can have a BIG impact on how your brand is perceived. Characteristics like attractiveness and recognizability of your logo relate to your customer’s perception of the performance of your business.    

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‍It’s All About Color: How Color Psychology Impacts Your Brand

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Choosing the Best Font

The right font can trigger consumer interest in your product or business.  When choosing fonts for your brand identity, it is important to adopt a font or type family that is consistent with your brand’s offer, value, and market.

This may sound daunting, but it doesn’t have to be. Approaching the brand design from a psychological standpoint will help.   There are basic font categories that help designers choose, pair, and identify fonts. These fonts can range in style from bold and classic, to modern, quirky, trustworthy, elegant, informal, dramatic, and everything in between.  

Choosing the right font will come down to what your brand is all about. If your brand is a rugged adventure-focused brand, a masculine bold font will most likely be best. If you are a wedding calligrapher, an elegant script font will fit your brand better. Who knew font choice could be so important?  

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The Look  & Feel...

Typography and paper type can send quality signals to customers.  Perhaps you already understand the value of brand cues and touchpoints: sophisticated fonts and heavy “fancy” paper may draw your eye and feel luxurious when networking or at a hotel/restaurant.  

When making decisions about your brand’s stationery or business cards, consider how the paper type and font selection will play a role in your potential customer’s impression of your brand. Heavier paper can have an influence on how upscale a brand is perceived to be, and what kind of service the client can expect.  

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Build your brand!  Start by choosing the right colors and design for your branding. This will help you create a brand that suits your style, and draws in customers. Need help? Let’s chat!

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High Style Made Simple

Logos tend to create higher credibility when they are harmonious, simple, and consistent with your website’s design. K.I.S.S.  Capture user attention and convey credibility in seconds with a stellar logo design.

Logos and websites have the power to convey trustworthiness and trigger positive judgments about how reliable a company is before they ever contact you. Be honest, when things look legit, we all tend to be more willing to interact and purchase from that company.  

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Here are some ways to convey credibility with your branding & logo:  

• Include an image or symbol that represents your business’s area of expertise. (We make decisions at a glance; a symbol can help say what you’re about before the business name can.)

• Use a color scheme that communicates reliability. Ex. The color blue is perceived as trustworthy, dependable, fiscally responsible, and secure.

• Your logo should be clear and easy to read. Watch out for lack of contrast!  

• Make your logo match your website’s design since consistency communicates reliability and trust.  

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Learn more: Keeping Your Brand Consistent
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The Same Story Sells

With an integrated marketing strategy, your web and social media imagery should match your brand story.  Visuals are everything! From the photos that you display on your website, to any patterns that you choose, your imagery should reflect your position, style, and help tell what your company is about.  

Strive to keep this cohesiveness across all platforms including social media, email newsletters, and any other brand touchpoints.  

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Brand Your Business with Charisma

A consistent visual identity is essential when it comes to establishing a recognizable brand. When potential customers are flipping through their social media feeds, your images and branding should stand out while telling your brand story and values.  

Is your visual brand cohesive and telling the story that you want to tell?  From logos to brand colors, and everything in between, it ALL matters. If you’d like help with your visual branding, contact Charisma Communications today!