You know what to expect when you see The Golden Arches or The Swoosh or The Bow-Tied Bunny. You've established opinions, made memories and filed these logos away in highly accessible places in your brain.
What has made those logos so memorable…to you and to the rest of the world?
What's the formula for success when it comes to visual identity?
All too commonly, brand builders overlook the importance of a strong visual identity. Not only will a well-designed and strategised logo communicate important messages about a brand's promise and benefits, it will make impressions that cause the brand to be easily recalled when an applicable need arises.
Don't we all want that? Quick and easy recognition of our visual brands? And rapid recall of our brands whenever problems arise that we can solve?
Well, a strong visual brand identity plays a major role in accomplishing all of that.
Let's talk about how you can make that happen for your brand.
Making your Brand's Visual Identity Memorable
You want your logo to be memorable. You want it to stir up happy recollections, and to be associated with the values you've worked to circulate throughout your target audience. And most importantly, you want it to remind people of your brand and why they should talk about it or make a purchase.
This takes time to build; however, it can take less time if you do it right.
Here's what I suggest:
- Before you write one word or make one sweep of colour for your visual identity strategy, start practicing intense focus on consistency. It is imperative that every visual representation of your brand is coherent with all the rest, to avoid mixed messages being received by your ideal customers, who expect clarity and who are using every portrayal of your brand to build reliable expectations and trust in your brand. They can become easily confused about what your brand stands for when even the slightest detail is 'off.' Every viewing and interaction with your brand is compared to previous ones, and when even a single visual element is different than previous impressions, questions are raised and credibility is doubted (even if subconsciously).
- Create a digital logo (or have one professionally created) that is scalable across all media, so there will be no inconsistencies. Pixelated, blurred or distorted graphics lend impressions of sub-standard work and variances among media indicate a lack of attention to detail (or more deeply, inconsistency of thought and intention).
- In all instances, give your logo 'centre stage.' Provide ample white space around it and allow it to outshine other elements. This will contribute to its impact and memorability.
- Choose fonts that represent your brand's values, mission and vision. Is your brand known for high levels of responsibility and appropriateness? Then sharp, clean fonts are best. If your brand is fun and carefree, then more disorganised, bubbly or childlike fonts will work. How about artsy? Then script or other flowery fonts are best. Always keep fonts highly legible and related to each other, whilst understanding the intense visual impressions they create.
- Know what messages you're sending with your brand colour choices, because whether they know it or not, viewers are creating opinions about your brand from the first time they view those colours. Do your research, and choose only those colours that communicate the values your brand wants to be known for. Going international? Be sure to account for cultural differences in colour meaning.
- Include your logo everywhere your brand is represented. Your website, social media places, brochures, business cards, shop sign, advertisements, brand merchandise and more should all be working to cement that visual identity in the minds of your ideal customers.
- Work to provide your target audience with positive experiences to go with the visual representation of your brand. Think about it this way: Every time your ideal customer sees your logo, you want them to remember the great time they had, the valuable information they learnt, the people they met, the life-changing event they attended, etc. This is what ultimately makes your brand logo unforgettable…provided that it's consistently and continually reinforced.
Humans are highly visual beings, and we rely heavily on the visuals that move us to recall events, impressions and emotions.
What will your target audience members associate with your brand's visual identity? And will those associations work to build your brand's profile and accessibility?
You have the power to decide…and to create the outcome you desire for your brand.
This doesn't mean, however, that you have to do it alone. In fact, there's an entire community waiting to support you and work with you to build your brand. It's the Brand Builders Club, and it's made up of freedom-focussed entrepreneurs who are building purpose-driven businesses, as well as the brands they wish to see in the world. You can be part of this growing community by emailing me at [email protected] today. Let's talk about your goals, what the club has to offer…and if it's right for you.