When you see those Golden Arches, you know you are approaching a McDonald’s. And that distinctive blend of red and white immediately brings to mind Coca-Cola. The Nike Swoosh is recognizable all around the world, and that bite of the Apple logo tells you that within the packaging is an advanced—and very stylish—piece of tech.
Utilizing branding companies for startups can assist in establishing your presence, allowing you to differentiate yourself from competitors as you begin to gain brand recognition.
Why brand visual identity matters
Humans have a strong affinity for visuals because colors and shapes often affect our brain reactions. As the saying goes, a picture is worth a thousand words. We encounter imagery on all the branded products we use. These products compete for our attention on supermarket shelves, billboards, TV, social media, and even the sides of buses. Creating a unique visual identity that stands out from other brands and evokes positive emotions in consumers is a challenge.
Building a strong business identity package helps you differentiate from the competition. When created cleverly, it enables consumers to understand and relate to your business. According to a report by Lucidpress, maintaining consistency across your brand can also lead to a 23 percent increase in revenue. This consistency makes your brand easily recognizable and, as consumers are more likely to purchase from brands they are familiar with and trust, it also aids in building long-term brand loyalty.
What makes up your visual identity?
Your company’s identity comprises various design elements that which come together to communicate to your target audience who you are, what you stand for and why they should choose you. These are the elements you should consider:
Brand Colors
You’ll notice that most well-known brands only use a few distinct colors, usually two or three, that go well together. They might be bold, contrasting colors, such as red and white or black and white, or they could be a subtle combination of light and dark shades of the same primary color. If you’re a luxury brand, you may want metallic golds and silvers with sleek black, a fun brand may want to incorporate primary colors, while blues tend to be associated with trust and red with passion and excitement. Once your initial colors are picked, you’ll then need secondary colors to complement them.
Your logo design should complement the brand name and represent what you do. When your brand name and logo are seen together in a uniform format, they make a strong visual impact. Here’s where the colors and design elements come together with typography to create something that is unique to you. But remember to keep it simple and memorable. It needs to be appropriate to your brand, distinctive and timeless.
Brand Typography
The font for all other content should be carefully selected to enhance the visual identity. Serif fonts are often used to convey a traditional or authentic identity while sans serif has a more minimalist modern aesthetic. Whichever font is selected to represent a brand, consistency in text and header styles across everything from brochures to your website is key to establishing a sense of reliability for the brand identity.
Design elements
These visual elements include everything from graphics and illustrations to icons, and they need to be designed as an extension of your brand. You may use them in marketing documents or as buttons or informative icons on your website. This offers a chance to express your individuality and expand on your brand colors and logo to support your overall visual identity.
Packaging
Typically referred to as the ‘silent salesman’, product packaging holds a lot more than the product within. The types of materials used, its outward appearance, textures, and colors all contribute to the brand’s identity. Again, they need to reflect the overall visual identity of your brand, but here you have some leeway to get creative and develop something that will stand out on store shelves while summing up the essence of your brand.
The identity of a cool startup can make a difference
Establishing a brand identity begins by hashing out what the company is all about. It helps all involved determine a unified direction and clarify what benefits its products offer consumers. Working out the company’s core values, your mission, and vision, the story you want to share with consumers and your promise to them all helps you then transform these ideas into a powerful brand visual identity.
As a new company to market, it’s imperative you stand out and start building a reputation. Your brand visuals will help you build trust, establish your position and create relationships with consumers. And it needs to be backed up by a strong brand strategy.
How a perception of a price premium adds value
The brand identity you create can also have an effect on how you choose to price your products or services. Apple is a great example, given that it has used its strong brand identity to successfully maintain its high price points and sizable market share. While several mobile phone manufacturers are now on par with Apple when it comes to technology, people don’t mind paying more for Apple products, partly due to the brand identity it has managed to create.
A brand identity is like the clothes we wear when we dress to impress. A sharp, tailored suit exudes confidence and quality that you expect to come at a premium cost. A company with a strong brand identity that also delivers a memorable experience earns recognition among consumers, who then recommend the brand through word-of-mouth. It’s a powerful combination that generates more loyal customers and increases income over time.
Stand proudly in your field by looking good
The ultimate goal of developing a brand visual identity is to differentiate yourself from competitors. Strive to confidently communicate what makes your business unique to attract and keep loyal customers, similar to Apple's iconic visual brand identity which has resulted in a 93% customer retention rate over the past three years, as reported by Bloomberg. A strong brand identity also catches the attention of other major brands, providing opportunities for growth and paving the way for future success.
Getting an expert overview of your brand identity needs is always advisable. They don’t have the same bias or favoritism for a particular look as an insider would. They look at the big picture to see where your brand fits in and the best way to bring together all the elements that make you stand out positively.
Learn more about Semiya's branding packages for startups and discover how we can help you attract customers with effective strategies, messaging, and visual identity to promote brand loyalty for your new business.
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