Life would be boring if everyone dressed the same. To an extent, we all dress in a uniform comprised of social codes, hence the idea of a fashion ‘trend’. But what about those who reject being ‘on-trend’? They stand out. They are eye-catching and full of intrigue.
WHY IT IS IMPORTANT
The same goes for visual branding. We are living in an age where brands are popping up left, right and centre because of the accessibility we have to entrepreneurial tools. In a market flooded by competition, it is important to distinguish your brand through its visual components.
BE A SMOOTH-TALKER: WHY BRAND MESSAGING MATTERS
In order for your brand visuals to be effective, they must be supported by a foundation of meaning. What message are you trying to convey to your audience? Identify the values of your brand so you can begin to think about how to communicate these visually.
BE A BRAINSTORMER: BUILDING BRAND VISUALS
When people come across a brand online or via tangible advertisements, the visuals are what initially draw them in. It is beneficial to establish what feels right for your brand; like a good pair of jeans, accentuating your figure whilst flattering it. Brainstorming colours and typefaces are a great start to developing your brand’s visual elements. Ask yourself what colours and typefaces would be appropriate to your brand and its values – for example, if you have a recycling company, think green as people associate this colour with sustainability and the environment.
BE A NON-CONFORMIST: CREATE STRATEGIC VISUALS
However, the trick is to remain recognisable whilst challenging the visual branding status quo. There are ways for a brand to be memorable without being cliché. Suss out similar brands to yours and analyse their visuals. What are they doing? What could they be doing better? It is the latter question that your brand’s visual components should draw on. Maybe your logo should be a symbol rather than words, or the typefaces be all serif variations to elevate the luxury of your brand in a marketplace where sans-serif fonts reign supreme. Now you are thinking like a designer.
Bearing these things in mind, the key is to be fearless and experiment. Try outlandish combinations. Tesselate shapes. Create patterns. Challenge conventional branding.
Just remember, when everyone else is wearing stripes, wear spots.