The key to keeping your brand visually appealing is to create a strong and consistent brand identity. Your brand identity includes all the visual elements associated with your brand that help you tell your story and effectively communicate your message. Those visual elements include your logo, typography, and colors that you use on your website and in all your imagery.
Keeping your brand visually appealing is vital for attracting more customers, because pleasant visuals will evoke positive emotions in people and make them instantly interested in what you have to offer. If you make them really eye-catching, your customers and prospects will remember you easily and instantly recall your brand whenever they see visuals associated with it. They will immediately think of your brand message, even subconsciously, and they will be instantly engaged.
If you want to make sure that your brand always evokes positive reactions and keeps attracting a broad audience, you should definitely take the following steps. They will help you improve brand recognition and create excellent brand experiences.
Conduct Regular Market Research
In order to effectively visualize your brand story and trigger positive emotions in people, you need to do your homework first. You need to find out what it is exactly that your target audience likes to see in a brand when it comes to its visual aspects. What is it that inspires them and makes them tick?
You cannot know that if you don’t conduct proper market research. There are a lot of online tools that you can use to easily create surveys, such as SurveyMonkey, for instance, but they can be a bit tricky to get a hang on, and people are rarely interested in taking surveys. You could try, but you should know that surveys don’t generally work for most people.
The best way to find out what your audience likes is to do your research on social media, as you can create polls or simply ask your followers for their honest opinions. Talking to them openly and encouraging discussions will provide you with invaluable feedback. You will better understand your audience and know precisely what they find aesthetically pleasing, so you will be able to design a brand identity that truly appeals to them.
Hire an Expert Graphic Designer
Hiring a professional graphic designer is an investment that will not only help you create wonderful graphics and visuals that perfectly tell your brand story, but also save you a lot of money for the long haul. Expert graphic designers know how to insert your ultimate message into all the visual elements that represent your brand and make them truly unique.
In order for the person you hire to effectively achieve that, you need to always work with them and help them understand the essential meaning behind your brand. They need to clearly see your vision and fully comprehend your goals, as well as have a clear understanding of who your target audience is.
Professional graphic designers generally follow the latest graphic design trends, so that they can continually improve, which is another great benefit of hiring one. They can experiment with different trends and make changes to your visual elements, so that your brand doesn’t perhaps lose its charm over time. You can test how your audience responds to different changes and ensure that you always remain modern and interesting.
Wisely Choose Your Typography
Typography plays a huge role in keeping your brand visually appealing, because the fonts you select for your website, logo, business cards and all your other branding material will determine how your audience perceives your brand. Take Star Wars and The Lord of the Rings, for instance. They have unique fonts that are memorable and instantly recognizable to a very large audience.
The fonts you use in your branding should be simple and easily readable, because too complex typography drives people away. No one wants to read something that takes more time than it should. Choose no more than two fonts, and make sure they are complementary, preferably from the same family.
Just like any image, fonts can trigger certain emotions. They can set a happy, sad, angry, or playful tone, so you need to choose yours wisely. Have your story, message, and entire brand personality in mind when choosing the typography that will represent your brand, and make sure that it is truly unique.
Select a Pleasing Color Palette
Just like your fonts, the colors you choose for your branding will evoke emotions, so you need to make sure that people are happy and excited when they take a look at your chosen color palette. Don’t overdo it, since two, maximum three, colors are more than enough to make your brand stand out.
You should use color psychology, so that you can know exactly how to appeal to a broad audience and make them positively experience your brand. Make sure your color palette is in perfect balance with your typography, so that both can inspire the same emotions and the same perception of your brand.
Create a Memorable Logo
Since your logo is the most important visual element representing your brand and the first one that people will remember about you, you need to make it memorable. It needs to stand out and embody everything that your brand represents, instantly conveying your ultimate values.
Just think of Coca Cola, Apple, Nike, Disney, Windows, to name just a few. Everyone instantly recognizes their logos and, as much as they are unique, they are also pretty simple. Simplicity is the absolute key that will make your logo easily memorable.
Think about your vision and everything that your brand stands for and create a custom logo design that really tells your story and communicates your brand message. It’s always smart to go for a timeless design, and you can consider updating the design after a while, just to refresh it and give it a modernized feel. Don’t do anything drastic, as a simple typeface change or a barely visible change in color can give it a new look and make it remain timely.
As already discussed, following all of these tips will help you increase brand recognition and always keep your brand visually appealing. Remember that consistency is key to successful branding, so make sure that all your visuals reflect the same message. Only then will you be able to reach a broad audience on an emotional level and successfully engage them in your brand.
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Marco Mijatovic is a blogger and WordPress enthusiast. You can connect with him on Twitter where he shares online resources that will help get online and teach you about online entrepreneurship.