“Branding is what people say about you when you are not in the room”
-Jeff Bezos, Amazon founder.
What do you think of when you hear the word ‘apple’? The red-skinned fruit may come to mind, but you’re just as likely to think of the tech giant founded by the late Steve Jobs.
How about Coca Cola? You’ll rightly think of the drink, but your mind will also conjure up the red and white colour scheme plastered on every bottle and can.
These are just some examples of strong visual branding.
What is Visual Branding?
Visual branding is a core part of any marketing strategy. It’s all the visual elements of your brand identity that make it recognisable and memorable. These include:
- Colour schemes and palettes
- Website design and layout
- Writing style
- Physical uniform
Consistency is key to a clear brand identity.
Not only should it be cohesive and unified across your marketing channels, it should also be continuous and reflect your company’s values, the services it provides, and your target audience. A website for a care home, for example, would want to avoid a dark colour scheme that subconsciously creates a sombre tone.
Why is Visual Branding Important?
of marketers rate visual marketing as Important or Very Important to their marketing strategy (Venngage)
Creating a visual brand should be a marketing priority for any start-up and SME and will provide your company with a strong foundation.
- A Distinctive Brand Identity
Your brand identity is made up of your visual branding, core values, and mission statements. Combined, these things should clearly communicate who you are, what you do, and what makes you unique. Your visual branding is where you create a first impression, so it’s important to get it right.
- Improved Brand Recognition and Engagement
Brand recognition helps audiences to distinguish and remember your brand using visual indicators. For example, a signature colour scheme can improve brand recognition by up to 80%. Think Coca Cola’s red and white, Ikea’s unmistakable yellow and blue, or even Tiffany & Co’s iconic soft teal.
- Increased Revenue and Sales
Having a recognisable brand builds trust, and ultimately leads to more sales. In fact, consistent brand representation across all platforms could increase your revenue by up to 23%.
What Makes a Strong Visual Brand?
Let’s take a look at an example from global book publisher, Penguin’s, retail website.
The Penguin shop home page.
The Penguin logo is a simple black and white penguin figure surrounded by an orange oval. These colours become Penguin’s unifying colour scheme across the website. Typography is also consistent throughout and the photograph clearly features the main product it is trying to sell: books. Making the image the focal point of the home page also draws consumers’ attention to the books. And, just like Apple, the word ‘penguin’ has now become more than just the animal in people’s minds.
What About Your Visual Brand?
With all these key elements and examples in mind, it’s time to review your company’s branding and marketing.
- Is your company identifiable just from your visual branding?
- Does it clearly represent your company’s values and objectives?
- Is there a consistent style and theme?
Remember, your branding should look cohesive and, most importantly, it should reflect your service, values, and audience.
Need some more guidance?
Creating a strong visual brand is no easy task. If you’re having trouble, or are unsure of how to take your branding to the next level, Creative Quills offer an expert eye.
We create and deliver strategic content marketing campaigns tailored to your objectives. To find out more about how we can help you on your journey, take a look at our case studies.
Don’t hesitate to go the extra mile to grow your business. Remember, start eye-catching and stay memorable.