The images, logos, photos, and designs you use to promote your business make up your visual brand. You may not realize it, but your visual brand tells the story of your business, your company’s values, personality, and purpose.

It can be one of the best tools you have for communicating with customers. Creating a strong visual brand is essential for any business that wants to stand out from the competition.

When used correctly, a strong visual brand can help you attract new customers and build loyalty among existing ones. Getting it right isn't always easy.

Here are some do’s and don’ts of creating a visual brand that will wow your customers.

Do Be Consistent

Consistency is key when it comes to branding; you want potential customers to be able to recognize your business at a glance. That means using the same colors, fonts, and overall design across all of your marketing materials, from your website and social media posts to your business cards and stationery.

Consistency will help customers quickly recognize and remember your brand and make you look more professional and polished. This doesn’t mean that you can never change things up—you can experiment with new designs from time to time.

But in general, you want to maintain a consistent look and feel for your brand that helps customers quickly identify your business and build trust.

Don’t Stop With Your Logo

Your logo is an important part of your visual brand, but it’s not the only element. Think about other ways you can incorporate your visual brand into your marketing materials.

Your entire website, from the colors you use to the photos you display, should reflect your brand identity. For example, you might use branded colors and fonts on your website or create social media graphics that feature your logo.

You can also use images and photography to tell the story of your brand. You want to think about how customers will feel when they visit your site and make sure every element contributes to that feeling.

By using a consistent visual style across all of your marketing channels, you’ll create a stronger impression with customers.

Do Understand Your Target Market

Before you start working on your visual brand, take some time to understand your target market. What colors, fonts, and design elements will appeal to them?

• What are their demographics?
• What do they need?
• What message do you want to communicate with your visuals?
• What kind of emotions do you want to evoke?

Answering these questions will help you determine what colors, fonts, and design elements will resonate with them and get their attention.

Don’t Focus Only on Social Media

Social media is a great platform to connect with customers and promote your business to the world. But it shouldn’t be the only place you use it.

Incorporate your visual brand into all of your marketing materials, from your website and email newsletter to print ads and trade show booths. The more places customers see your visual brand, the more likely they are to remember it.

Do Think About Emotions

As we mentioned before, visuals provoke strong emotions—so it's important to think about how you want customers to feel when they see your branding materials. Do you want them to feel happy? Excited? Trustworthy?

Once you know how you want them to feel, choose colors and images that will evoke those emotions. For example, if you want customers to perceive your brand as fun and friendly, use bright colors and playful fonts in your designs.

If you want customers to see your brand as trustworthy and dependable, use muted colors and traditional fonts. Think about the emotions you want customers to feel when they see your visuals, then choose colors, fonts, and design elements accordingly.

Don’t Put the Visuals Before the Brand

Your visuals should support the overall story of your brand—not overshadow it. So, before you start working on any design elements like graphs, infographics, videos, memes, or photos, take some time to define what makes your business unique.

Discover what message you want to communicate to customers. For example, if one of your brand pillars is “quality over quantity,” using stock photos or low-quality images in your marketing materials would send the wrong message about your business.

Take some time to think about what story you want to tell with your visuals before you start creating them so you can be sure they support—not detract from—your overall brand identity. What are your company's core values? What does your company stand for?

Once you have a clear understanding of who you are as a company, it will be much easier to create visuals that accurately reflect that identity.

Do Use Your Visual Brand as Part Of Your Marketing Strategy

Just like any other aspect of marketing, promoting a strong visual brand takes planning and effort. Incorporate it into all aspects of your marketing efforts, from website design to social media posts to email campaigns.

Once you have identified a strategy, your designs for each platform can be planned and executed with purpose. That means setting objectives, researching your target market, and testing different concepts until you find a visual style that works for your business.

Build time into your schedule for brainstorming new ideas, creating visuals, and maintaining consistency across all channels. When you treat your visual brand as part of your marketing strategy, you'll create a cohesive branding strategy that will help you achieve long-term success both online and offline.

Conclusion

A strong visual brand can be one of the best tools you have for promoting your business, attracting new customers, and building loyalty among existing ones—but only if it’s done right. By following these do’s and don’ts, you can create a visually appealing brand that accurately reflects who you are as a company, and effectively communicates that message to customers.

Do these things, and you’ll be well on your way to creating a strong visual brand that will wow customers, and helps you achieve long-term success. We hope you found this information helpful!

Chezaray + Veronica | Las Vegas Branding Photography