October 13th, 2017

Your Visual Identity

by Katelynn Watkins

Picture a crowded sidewalk in a bustling city in the middle of the day. If you’re not looking for someone in particular, it can be difficult to pluck any one individual out of the crowd without first noticing some trait that sets him or her apart from the rest.

The same idea can be applied to your business and its visual identity. With so many brands featuring themselves on social media platforms, it’s easy to get lost in the shuffle. But by developing your brand and its visual identity, you’ll be more likely to attract new fans and partners, simply by being uniquely you.

Colorful marketing

When it comes to marketing your business, colors are key tools that should be used to your advantage in all promotional materials. The hues you choose will represent your company to the world and give potential clients their first impressions of what you’re all about. Do you want to exude a calm, quiet confidence? Experiment with varying shades of blue. If you hope to give off an energetic vibe, consider warmer colors like reds and yellows. There’s an entire psychology behind color choices, so all you have to do is decide what message you want to send and select the right variation for the job.

Words, words, words

Did you know that it isn’t just your words, but also the font in which they are typed that make an impression on your audience members? That’s right – typography plays just as important a role in delivering your message as the very phrases you use. As discussed above on the subject of color, typography has its own mental formula. If you want to project stability and objectivity, sans serif is the way to go. If your business is progressive and innovative, take a look at a few modern font choices. No matter which fonts you choose, make sure you still convey a sense of professionalism to establish yourself as an authority in your field.

Style to your advantage

As time-consuming as it can be at first to create and teach a style guide to all your employees, it will save you time and a few formidable headaches in the future. The guide outlines everything from the company tone of voice to previously agreed upon fonts and colors.

Take into consideration the number of times a poorly designed website, or a badly worded social media post turned you off to a business simply due to the image that it projected in that moment. More than likely, the company either didn’t have a strategy guide, or its employees weren’t encouraged to adhere to it, and the results cost them a potential client. By creating a guide and sticking to it, you’ll put forward a professional yet personalized company face that exudes consistency to new and current clients.

When you fall into the trap of letting some of these style and marketing decisions fall to the wayside, remember that your brand’s visual identity is what others will notice first – or not, if it isn’t striking enough or true to the company purpose. You know the old adage: “you only get one first impression.” We can help you make it a memorable one.

It's more than a message in a bottle.

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