In previous articles, we discussed the concept of visual identity in business and the core importance of having a strong visual identity for your business.
This article has been written to guide you on how you can create a strong visual identity for your business.
1. Clearly define your brand identity
This is generally the first step to getting started with designing your visual identity. Setting out the general concept of your brand and your business’s brand identity would give you a picture of what your brand’s visual identity should look like.
You would derive the concept of your brand’s visual identity from your brand identity.
2. Get familiar with the elements of design
As you can tell by now, your visual identity would be mainly characterized by its design and a good mixture of the right elements. The right elements here would refer to, for example, your brand fonts and the colours (alongside their meanings).
Your design would need to be captivating and appealing to the customers. This would mean that you would need to do some research on your target audience to find out what generally appeals to them and is their taste.
3. Include a compelling story in your visual identity
Your visual identity should communicate a compelling story. This would be able to grab the attention of potential customers.
For example, the popular beverage, the MILO brand, would depict in its visual identity, a young energetic boy who can accomplish all that he has planned out for the day by simply having some quantity of the product, MILO.
Such a story would capture the minds and the attention of the young audience and drive them to acquire the product by any means they can.
4. Strive for simplicity
Since you create a compelling story in your visual identity, your story should be simple. Not only in your story but in other aspects of your visual identity as well. For example, your logo and brand graphics should be simple and easy to identify and understand by even the youngest of your audiences.
You can take an example from the popular McDonald’s logo, which is a simple brightly coloured yellow letter ‘M’ and a very short catchphrase ‘…loving it…’ accompanying it at the bottom of the ‘M’.
You should as well stick to communicating one message at a time to avoid confusing the customer.
5. Have a balance of contrast and consistency
Amid the consistency in your brand’s visual identity, you should also ensure to introduce an element of contrast on a timely basis. This would prevent your visual identity from becoming redundant.
For example, having an appreciable change in your brand logo once in a while wouldn’t be such a bad idea.
6. Design for the medium
Your visual identity and its design would largely vary depending on the medium you have chosen to communicate with your target audience. For example, the design you would make for a large billboard poster on the roadside would largely not be the same as the design you would use for a Facebook ad or on other social media platforms.
7. Imagine your own visual identity
You would likely have had a concept in mind before designing your visual identity. A logo and brand designer would be of great help here. He/she would help you put on paper what you have visualized as the visual identity you want for your business.
This exercise would help you easily choose a visual identity that would seem the most attractive when brought to reality.
Conclusion
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