Creating Visual Components for Your Brand
(Part 6 of 10)
Important Visual Components of a Brand
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, colors, and even your font all play a role in how you are perceived.
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. In other words, they’ve already started the decision-making process… whether good or bad.
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. So what goes into a brand? What are the visual elements to consider?
Your header is likely the first thing that a website visitor sees. It should start the branding process. Your header will likely contain your company name, your tagline, and an image. Your header can evoke emotion or leave visitors flat.
Many organizations fall short with their logo. A logo should be simple, memorable, and expressive. Keep in mind that you don’t need a logo; however, it can be an effective branding tool if designed correctly.
Colors evoke emotions. Make sure that the colors you choose for your website, logo, and marketing materials all reflect the emotions you want your audience to feel.
The font you choose is important. It should be easy to read. It should also convey the right image. For example, a tax accountant shouldn’t use a font like Comic Sans as their website font.
There are different photographic and image styles to consider. For example, some businesses use a cartoon or drawing style for their images, while others are more stylish or traditional. The images you use should always support your brand definition.
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, always keep your brand definition in mind.
Throughout the last few articles I’ve mentioned the term tagline a few times. So next time, I’ll cover what a tagline is and offer a few tips on writing one effectively.
To your hugely prosperous success!
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