Visuals are important to your website because they help convey your brand identity. The visual aspect of a brand is its "hidden language." It dramatically impacts how your business is perceived and enables you to build trust with your audience.
Are you working on planning and building your own website? Here's what you need to know about visual identity and branding.
What Is Visual Identity?
Your brand's visual identity is a collection of elements that present a uniform visual representation. Although you may not realize it, every brand you know has some version. This identity expresses information visually rather than as text.
A brand's visual identity includes colors, logos, fonts, layouts, and detailed design elements. However, it's just one part of the overall branding. People often confuse branding with visuals, but it also includes voice, tone, message, content, and other factors.
Defining Your Brand's Visual Language
The first step is to define your visual language. This means the design features that convey who you are and what you're about. In your customers' minds, these design elements are memorable, and immediately tell them the website is yours. In addition, a consistent visual identity makes you look trustworthy and creates an emotional connection.
The elements of your visual identity include your logo, imagery, color scheme, typography, and the layout of your content on the page.
To define your visual identity, you can start by looking at design elements you've used before. Then, take what's worked and extend it. For ideas on what features to use, research your target audience, similar businesses in your industry as well as industry trends to get ideas.
Consistency Is Key
Consistency is the key to good branding. This is why visual branding is about so much more than a logo. All your design features must communicate the same image and be consistent across all marketing channels, profiles, content, and marketing material.
The reason it's so essential is that inconsistency can create confusion in the minds of your target audience. They'll feel that something is "off, " which can damage the trust you're building.
Be Unique, Be Authentic
The point of branding is to create a personality for your business. The unique qualities that your fans love about you set you apart from similar business in your industry and give you memorable character.
Your visual identity should help you establish these qualities. Choose a design scheme that's "you," and that sets you apart from others in your niche. Make them memorable so people remember who you are.
Tell a Good Story
Visual content is very powerful for telling a story. At its most basic, your visual identity communicates ideas. But those ideas must come together to create a story your audience can relate to. Through storytelling, you can create a strong emotional connection.
A good story has a character the audience roots for. For example, businesses often create a story where their customer is the main character, and their pain points are the conflict to overcome.
A Seamless Experience
If your visual identity is consistent with your overall branding strategy, you'll create a seamless customer experience. In addition, you'll create a strong emotional bond with them that builds trust and engagement.
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About The Author
Pat Simes is a Business Strategist, blogger and Founder of Innovative Business Solutions and Innovate Academy. She currently resides in the Midwest and is committed to inspiring and empowering entrepreneurs to transform their vision to reality.