Marketing represents how a brand communicates to its customers and highlights the value of its products.
Communicate a feeling or a message.
Marketing represents how a brand communicates to its customers and highlights the value of its products.
“Branding demands commitment; commitment to continually re-invent; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” Sr. Richard Branson
Consistent Branding
A consistent brand will be 4x more likely to have strong brand visibility than inconsistent brands. Communicating a particular feeling or message without words is a powerful tool for telling your company’s story.
What is Visual Identity?
It is a visible representation of a brand, from the logo and colors to the website and “storefront.” It encompasses everything you can see in connection to a company.
Benefits
Visual identity helps create an emotional connection with customers, which leads 57% of customers to increase spending. Consistent visuals unify a brand’s messaging, so people instantly recognize the company across all channels. Visual identity can boost brand awareness and make people more likely to purchase, especially since 64% of customers want brands to connect to them.
Visual Identity VS Brand Identity
Brand identity is the personality of your business, It gives customers the feelings they associate with your company, and what it is made up of.
Visual identity is the visible expression of that personality. It focuses on how your company is visually represented. Think of a person who is outgoing and creative (brand) and is known for wearing eccentric outfits and jewelry (visual). Designers and creatives oversee Visual Identity. Marketers and branding teams oversee the Brand Identity.
Create a Story
People remember stories more than facts. Incorporate your values into your visuals. The key is to show, not tell.
Stay Consistent
Consistency is the most important factor when building a brand. Create a brand style guide. Cater your visuals to the medium you are using. (Print and/or digital)
“Your business is the body. Your brand is the soul.” Ashley Chymly
4-C Model of Messaging
Comprehension
Does your audience get the main idea, the point of your message?
Make it clear
Repetition helps
Keep it simple
Connection
Does the message have significance for your audience? Does it trigger an emotional response?
Credibility
Above all, your audience needs to understand WHY you do what you do.
Contagiousness
You want your audience to “catch” the message: run with it and spread it around. The message must be energetic, new, different, and memorable.
