Brand is the user perception of a business, so that brand identity creates itself as the result of a branding strategy, which gathers all actions carried out by the company to generate its pursued identity. Visual branding covers all visual elements displayed by a company as a tangible part of a global brand positioning strategy. Imagine for a second that you are about to launch a whole brand new business so you have run an event where you will gather all your potential clients and try to pull them to your business.
From the bigger picture, the entire event would be the branding action itself, and all the visual elements you have chosen (colors, designs, info displays) would make up the visual branding part. We focus on visual elements of a branding campaign as it is important to set the difference between these actions and the logo or identity itself.
So then, visual branding covers only all visual elements that pursue the transmission of a business essential idea to guide users differentiate a brand from others. Therefore, visual branding is located inside an entire branding strategy setting up all visual elements that will position the company in users mind.
Main elements of a brand in visual branding
Here are the visual branding main elements.
1. Logo
As the visual element that makes users recognize your brand at the first shot.
2. Typography
The typing characters style that represents your company values.
3. Color manual
Maybe you have paid attention to the meaning of brand colors, depending on what concepts they are trying to set up in our minds. Therefore, if a brand seeks to display authority and elegance.
4. Image styling
When developing corporate images, companies carry out a display of patterns that must be common to all images. This visual branding strategy affects concepts such as lighting, focus or filters that are superimposed on images, thus generating a global brand sensation.
5. Illustrations
Several companies produce original illustrations as part of their visual content, in a way that helps users understand their brand identity with no need of seeing their logo.
6. Graphic elements
As graphic elements of the visual identity we understand all the physical supports that are used in the spaces where the branding action is taking place. The materials that make up the design of a commercial space or event, may enhance brand awareness through an effective visual branding strategy.
Why visual branding so important for your business
Once the elements that make up the visual part of your branding strategy have been analyzed, let’s look at the benefits that this strategy brings to the positioning of your brand in the market.
1. Qualified lead generation
If you manage to define a successful visual branding strategy, people will accurately understand your business, and this will help you attract the audience that suits you best, decreasing customer acquisition costs.
2. Decrease in the commercial task
It is not the same to defend a product nobody knows, than to talk about something that already has numerous references. This can shorten sales funnel and improve the productivity of the sales department.
3. Adding value allows to justify higher prices
When we acquire a product or service with high brand value, we do not question its elevated price, since we feel represented by the brand and we grant a value equal to its price.
4. It allows creating loyal communities
By developing a unique visual branding strategy, we get people to trust our brand and become representatives of it and promote it among their networks.
5. Differentiation from competition
Companies investing in professional visual branding strategies obtain a high level of differentiation compared to those that follow traditional methods with zero investment. Today, more than ever, differentiating yourself from the competition can be crucial for obtaining positive returns from business activity.
Conclusion
Carrying out a visual branding strategy within your company is increasingly important due to the benefits it can bring to the success of your business. It must also be taken into account that this strategy must be renewed from time to time, showing that your company evolves as the market does, always in line with current trends. Therefore, do not hesitate to invest in brand image through visual branding as a guarantee of success for your business.
