Even if you choose to use black and white as your main brand colors, it is important to stick with them as you develop your brand's image.
What type of graphics do you intend to use to promote your brand? Will your logo use a professional photo, an animation, or a specialized illustration?
What is the message you are trying to convey with the graphics you choose to implement into your company's logo as well as the marketing campaigns you launch? Is there a specific graphic style that is most likely to resonate with the audience you intend to reach? If so, why?
Understanding the graphics you choose for your visual brand identity is crucial, regardless of the type of business you are running or the industry you represent.
The imagery and overall aesthetic of a brand's visual identity matter, whether you are interested in appealing to a wide generic audience or if you are working in a high niche industry.
Visual elements you use will immediately conjure up images, feelings, emotions, and responses from prospective customers.
Immersing yourself in the building of your visual brand identity is essential to ensure that your brand appears, feels, and resonates with your audience just as you envision.
How to create a visual identity for your brand
Creating a visual identity for your brand is possible by understanding your company's goals as well as the target audience you wish to resonate with and reach.
Consider your core values and brand goals
What goals do you have for your business and brand? Was your company established with the hopes of donating and giving back to the community?
Do you want to expand your brand internationally and outshine your current competition? Define and designate brand goals before you begin to cultivate a visual identity that matches.
While this is not always a required step, it is advisable to always be cognizant of the existing competition you have in your industry while building your own visual identity.
Knowing how your top competitors operate and market to their audience can also provide you with inspiration or guidance when it comes to your own visual branding and marketing campaigns.
Define important brand elements
Once you know where you want to take your brand, you can then define important brand elements: Logo design, color palette, aesthetic, and typography should all be considered and kept in mind. This will help to provide you with a running start when it comes to the actual design process of your identity.
Choose a voice
Every successful brand today has a voice that is uniquely its own. From being casual to using a formal or more "corporate" voice, it is essential to establish a voice that works for your brand and your brand's short and long-term goals.
Choosing the right voice will be dependent on the audience you intend to reach as well as the type of communication style that they are most likely to connect and resonate with on a personal level. A voice that is too serious, informal, or off-putting to prospective customers will cause them to seek out an alternative source or solution.
Choose the right colors
Even if you have most of your visual elements together, take some time to find the color scheme that is just right for your business.
Learn more about the basics of web design and graphic design to avoid using colors that clash and do not go together.
Understanding the basics of design and color theory can also come in handy once you begin to work on your landing page design for your official website or specific promotional campaigns you launch. Basic color theory can also ensure you do not turn prospective customers away due to an unattractive campaign.
Consistency is key
Whenever you are building a brand or promoting a product, consistency is key.