Visuals may get you noticed, but effective branding is more than just a color scheme. These days especially, you need to do more than just “make it pop.” If you’re not taking the time to pour out into every detail of your brand, holding on to that targeted audience is going to be a lot harder than you imagine. Think about the full experience you want your customer to be on when shopping for your product or service. Change your outlook on branding and focus on the big picture, not just the colors of the big picture.

Branding is a vital part of any business. It’s your initial introduction to your customers and gives them a sense of who you are as a company and what you offer. Think of the visuals as the face of your business and your brand as the soul. In order to gain a full understanding of why branding is more than just colors, some definitions should be established. 

Your brand is your personal promise to your customer. It allows them to learn about what they can expect from your products and services. It is created based on who you are, what you want to be to your customers, and how you can be differentiated from competitors. 

Visual Marketing, on the other hand, is the process of incorporating pictures, colors, and other visual elements to a business that attests to the value of your product or service. It is the visual communication that you have with customers. 

For a company to truly flourish, you need both. The world of marketing is continuously changing, and businesses need to adapt. The more voice and personality you have within your brand, the easier it will be to shift and relate to the changing times because you have more than just visuals to fall back on; your brand is your foundation. To create some solid foundations, you have to think beyond the earth tones and palettes to find the audience’s heartbeat. 

Clear Message

Show your customers your personality and what your business is about. Think about your purpose and the value proposition you want to present to your audience. Your goal is to make an impression on consumers and stand firmly on a message that resonates with them on a deeper level. Crafting a brand message that an audience can relate to can inspire and motivate them to go further into your business, making them want to buy your product or service. Ultimately, it’s how your consumer begins to have a relationship with your brand. This introduction, combined with the initial visuals of colors and images, can be the start of a great transaction. Give your audience your “why” and show them the original purpose of what the core of your brand is, beyond the highlights and hues. 

That first message customers get from your business creates a personality of who you are to them. What does this company stand for? What is their story? It is crucial that as a brand, you have outlined a set philosophy and tone to keep your audience engaged and directing them to be a part of your mission. The message you give strengthens your reputation and how consumers view your company. This process takes a lot of purposeful thinking and must be presented clearly to grab your audience and get those touchpoints started in the customer experience. By establishing a solid message to convey to your audience, you can shift your focus your brand voice and continue this message through impactful content. Again, surpassing the level of filter presets and shades of yellow.

Brand Voice and Tone

Everything that you present to your audience is a form of content. However, the goal here is to make your customers feel thrilled that they found you and hear your voice. You are what they’ve been missing, and by merely providing great content, they don’t have to search any further. Think of it as a conversation starter with your ideal clients and give them a better sense of your brand. By taking the time to craft a strategy to attract your audience, you set yourself up for a successful streamline of your products or service and give your brand that boost from ordinary to influential. Focus on what you want consumers to know about the company. What inspires you to do what you do? Create content that says more than just “buy my product” or “use our services.” Increase brand awareness and build reliable connections with your targeted audience. By incorporating content with your brand, you solidify to your customers the drive and motivation about everything your brand is and will be in the future. Finding a strong voice and giving quality content showcases the value that you see in your company. People can connect more with emotion and content with a purpose more than advertisements and bold colors. Formulate long-term strategies that can benefit your business for years to come. When you’re able to build meaningful relationships with your customers based on what your brand represents, everything else comes naturally. 

Let’s say we took colors out of the equation. What would be left of your brand? Would your audience be able to identify your purpose? Before the vibrant age of social media, businesses had to be successful by word of mouth and relationship building. Although we are incredibly thankful to add our visual touches and colorful personalities to our brands, it isn’t the only category that needs nurturing.

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