Continuous innovation in communication and technology has become a norm in international, modern societies. The advancements in fiber internet technology has revolutionized the way mankind interacts with each other.
Smartphones, laptops, desktops, tablets, and such have become common household items and placed the world at our fingertips.
It has opened the floodgates to a sea of never-ending information.
As communication patterns and styles have adapted accordingly, so have our minds’. Brand managers find it more challenging than ever to reach their target audience as they attempt to manoeuvre their way through this clutter.
The saying “the first impression is the last impression” rings true in the world of marketing. It has become imperative to craft an endearing, relatable brand story that breaks the chain of consumer indifference and captivates his attention.
Defining a brand’s identity is the first and most critical component of the branding narrative. As the first touch point between you and your customer, the nature and design of your brand’s visual identity will strongly influence his purchase decision.
What is a brand identity? Ultimately, it is how your target market sees your portfolio of product and services. It is the unsaid, emotional connect invoked when a prospect interacts with your brand. To create a long term purchase cycle, it is essential to instil a powerful degree of brand loyalty within your customer first.
This is done only when your brand becomes your customer’s friend. Remember that in this day and age, you will have about twenty seconds to convey your message and why your brand should be the choice of preference in its category of service.
A visual brand identity is much more than a custom logo design from LogoOrbit, your colours and your font. It is an amalgamation of strategy, communication design, and targeted marketing that gets the message across. In order to create an awesome visual brand identity, we recommend implementing the following seven tricks:
Follow Thy 3 Ps
As a marketing professional or student, you should know that the 3 Ps of branding are the Bible of the marketing world: purpose, potential and promise.
Purpose: To let your product commence its transformational journey into a brand, you must know what its characteristics are and what problems it can provide solutions to.
Drawing up a list of its benefits and features will shed a lot of clarity on whom your target market should be and what kind of value proposition you can offer.
Potential: If you are a relatively new player to the market, then it is vital that you appraise the future growth and profit potential of the brand in question.
You do not want to plug in investment resources unconditionally without some analysis on potential expected returns. You may also want to factor in a timeline.
Promise: A brand’s essence is based on the promise it makes to its users. The integrated communication plan of a fairness cream may play on Indian society’s desire to remain light-skinned. It may “promise” that after a certain number of applications, your skin will become fairer.
Making false promises may fool your prospective client base once or even twice-but a third time, your client will definitely search for other solutions or take her case to your competitors. Hence, it is essential that you do not overpromise and underdeliver.
Know Thy Audience
If you segment your target audience before you begin thinking brand colours and logo designs, then that illustrates that you know what you are doing. As potential gateway keepers of consumer knowledge, smart marketers will incorporate any key findings into their visual brand designs.
You can build your customer profiles by dividing your audience base upon a multitude of variables such as location, income, age, gender, profession, level of education and much more.
Imagine your colleague is a bit of a flake in a professional capacity. He skips a deadline here, is late for a meeting or he may have too many inexplicable absences. Would you delegate an essential project to him? Would you want to work with him as part of your team?
Would you recommend him to someone else given that its your name on the line? Be honest, you probably would not want to work for such a character-you would need someone reliable and someone whom you can count on. Similarly, consumers will desire a brand that is consistent in terms of quality, price strategy, and availability.
The same principle is applied to visual design as it facilitates brand recognition and recall.
Keep it Simple
As discussed earlier in this article, you only have twenty seconds to make an impression on your viewer or reader. Hence, it is essential to keep your brand’s identity simple yet stunning. After all, you wish to add value to the customer’s life, not augment the volume of clutter that already exists in it.
Use a Fetching Font
Typography can convey subliminal messages that develop and shape your brand’s personality. The kind of font you will select will determine what kind of imprint it will leave on your prospect (whether positive or negative).
Colours are Everything
We all adore rainbows, but you do not want to employ a seven colour spectrum (or more) in your visual brand identity. After all, it is all about breaking through that endless clutter of data. Each colour owns its own psychological properties and represents different emotions.
For instance, blue signifies trust. This would explain why banks such as Barclays and Citibank utilize the rich hues of blue as part of their brand identity. Colours such as red symbolize passion, lust and boldness. It is often utilized in brands that have a more daring streak.
The vitality of customer feedback cannot be stressed enough. The awesome thing about social media is that it provides a direct, two-way link to your target market. Engage with them and simply just talk to them by asking what kind of visual images and content they would like to see displayed on your page. Getting them to partake ownership will reinforce their own belief in the brand.