Your visual identity (which includes your logo, photography, social posts and website) is one of the most immediate and direct ways of influencing how someone feels about your business.
A brand’s visual identity can suggest something about the company’s core values and leave an emotional impression on potential customers, leading to higher engagement rates and the development of a distinct brand personality.
Social posts featuring candid photography in a maker’s workshop can communicate authenticity, relatability, and craft. Studio shoots with flash lighting, makeup, and wardrobe assistance can suggest a more polished and controlled brand. A handmade soap company might create a hand-drawn logo to highlight the human role in the business. A whiskey brand could use a classic typeface to hint at the company’s long heritage.There are endless ways to influence how someone feels about your business through the visual aspects of your brand.
In this article, we discuss the importance of creating a strong visual identity for your brand and go over some visual elements you can focus on as you construct a brand identity. Read from start to finish for a complete rundown on how to use visual elements in brand storytelling or skip to any section using the links below.
The importance of visual branding
When users are exposed to your brand, the first thing they tend to come into contact with is your company’s visual branding.
Whether found through your web design or social media pages, visual branding appears across multiple channels and is made up of many different elements, from the color palette and font you use to the graphics and imagery you utilize in marketing materials. The choices you make in curating these visual assets will have a significant impact on how the public views your brand.