How to Create a Visually Engaging Brand

One of the most exciting parts of making your business dreams a reality is coming up with the visual elements of your brand. However, all too often, the design aspect of a new business is seen as a low-priority task and relegated to being merely an afterthought.

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The power of a brand should never be underestimated, so while it is natural to focus much of your attention on the strategic side of launching your new business, the design elements should never be overlooked.

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Why Branding Matters

Take a moment to think about the companies that you associate with corporate success on a global scale. Perhaps you thought of manufacturers of sportswear such as Nike or Adidas, or maybe you thought of soft drinks brands such as Coca Cola or Pepsi.

Now think about what these companies each have in common, aside from enduring success and popularity – yep, you guessed it; each of these has a strong, instantly recognizable brand.  Many reasons developing a strong brand for your business is crucial; here are just some of those reasons:

Your brand differentiates your company and products from your competitors

To make a success of your business, standing out from your competitors is vital. If your products are similar, your brand is the one thing that you have to make your products stand out from the crowd. If customers like your brand, then this gives them a reason to buy your products over competing brands.

How to Create a Visually Engaging Brand: Your brand makes your products instantly recognizable 

As mentioned above, your branding differentiates your products from your competitor’s offerings and makes your products distinctive.  Having an eye-catching, recognizable brand brings your products to the attention of your customers and potential customers.

Essentially, your branding makes your products appeal to shoppers and makes it easy for them to identify.  This is the reason that big corporations invest lots of money to try and build their brand awareness and brand identity.

Your brand offers something extra

Strong brands have a value that goes above the benefits of the product itself.  Think back to those successful companies that we identified as having strong brands, such as Coca-Cola and Nike; now think about why consumers are willing to pay more for these brands than, say a cheaper alternative that may offer all the same product benefits but at a significantly reduced price.

When customers buy these branded products, they buy so much more than merely the product itself; they pay extra to buy into the brand.  This concept of a brand’s value being worth more than the product itself is known as brand equity. Brand equity is the reason that people are willing to spend more on brands. 

People want to be associated with brands that have meaning to them 

Following on from the concept of brand equity, we have brand values. Brand values are again, a factor that goes over and above the product itself and its perceived benefits.

Building strong brand values is an excellent way to make your products more appealing to consumers. Brand values refer to the qualities that your brand stands for and what it represents.

Developing strong brand values enables you to market your products to specific groups of consumers and appeal directly to that target market.

For example, maybe you manufacture eco-friendly products; in this situation, you would want to develop a brand that highlights the eco-credentials of your products to make it more appealing to your target market.

As you can see, there are many reasons why it is a wise idea to add value to your products over and above their tangible value and to develop them into brands.

While having excellent products is essential, it is your branding that creates added appeal and helps your business to establish its place in the market.

The Importance of the Visual Elements of Your Brand

Creating a visually appealing brand will help you to build a strong brand for your products. This will provide you with a solid foundation from which you can begin to grow your brand further.

Once your brand is established, you will be able to enjoy the benefits of having a brand that is easily recognizable and stands out from competing products.

However, knowing how to get started with creating your brand can be a challenge. Before you start planning your brand, it is vital to keep the following considerations in mind, and to let these inform your branding choices:

• Establish Your Target Audience

Who do you want to buy your products? Who do you want your products to appeal to? Knowing who your target audience is will enable you to develop a brand that appeals to them.

• Identify Your Brand Values

What would you like your brand to stand for? What qualities do you want your target audience to associate with your brand?

• Define Your Differences

What makes your product unique? Why should your target audience choose to buy your products as opposed to competing products? Answering these questions will help you to develop a clear picture of what you want your brand to represent and will form the basis of creating the visual elements of your brand.

Developing a Visually Engaging Brand

A variety of elements need to combine to create a visually engaging brand.  For your branding to be successful, these elements need to work together to appeal to your audience, make your products instantly recognizable, and to communicate the values of the brand.

Here are the design elements that you need to consider to make your brand visually engaging and to ensure that it appeals to your potential customers:

Logo

Your logo design is the most crucial element of your branding, as this is what customers are most going to associate with your products.  The power of a logo is extreme, did you know that according to Coca Cola, 94% of the world’s population recognizes their red and white logo.

That is certainly an impressive statistic and demonstrates the importance of developing a logo that is instantly identifiable to achieve brand recognition.

Consider the elements of your logo carefully, and think about how you can make it appeal to your target audience. Think about the design elements that you can include within the logo to provide symbolism to communicate your brand values. For example, if you are an eco-friendly business, perhaps you could include natural elements in your design, such as leaves or trees.

Color

Colors have strong connotations, and a lot of research is carried out into the impact of color on consumer behavior. Therefore, it is worth taking the time to think carefully about your choice of color. Popular color choices for eco-aware brands are colors from nature, such as browns and greens.

Conversely, corporate color choices for up-market brands often include stylish monochrome colorways and shades associated with luxuries such as silver and gold.

Font

How to create a visually engaging brand? Your choice of font is a vital part of the design process. You will need to consider which font to use in your logo design, as well as a font that will be used throughout the rest of your branding, such as your website and promotional materials.

Your font is a crucial element in making your brand visually appealing to your target audience. To demonstrate the power of the font you choose, you only need to think of brands with a font so recognizable that you associate it with the brand, even when a different word is written.

Disney is an example of a brand with a powerful font, as you are sure to associate any word written in the iconic Disney font with the brand itself. 

When choosing a font, don’t forget to ensure it is easy to read. Otherwise, consumers may be confused about what your brand name is. Your font choice will also need to be legible in various sizes so that it can be used across various packaging and marketing materials.

Therefore, you need your font to have the same visual impact, whether it is being used on a billboard to advertise your business or on the packaging of one of your products. There are some great fonts available, so you won’t be short of choices when trying to decide on the perfect typeface for your branding.

Your brand needs to be used consistently to be successful. To build brand recognition and to appeal to customers, you will need to use your branding right across your packaging, signage, and promotional materials to get it noticed.

It is crucial to consider how well your branding will work across every area of your business to ensure that it is appealing and represents your business in the best way possible.