When you hear the names Nike or McDonalds, it’s very likely that the famous black ‘swoosh’ or the golden arches will pop into your head, evoking an emotional response. Or perhaps hearing the name Coca Cola ignites visions of red cursive writing or their dynamic ribbon – and before you know it, you’re starting to get a little thirsty.
And of course that’s no coincidence! The process of building a strong brand involves a lot of behind the scenes soul searching and effort. Every brand wants to find that magic colour combination or symbol that ignites an immediate connection between brand and audience.
Imagery is essential to your marketing strategy. When we can’t feel, hear, taste or smell a product – sight becomes the most valuable sense.
Humans are a judgmental species. Before potential consumers read anything about your brand it’s likely they’ve already made a snap judgment purely based on the images they’ve seen. Images and logos have a way with evoking particular feelings simply from the colour or shape.
So, if a picture tells a thousand words – what are you really saying?
4 tips for building your brand effectively
Purpose and relevance:
Prior to fine-tuning the aesthetic aspects of your banding, it’s important to ask yourself, what is the purpose of your imagery? What are you trying to sell/convey? And what are the needs of your customers?
In a market place that is saturated with images and content, you’ll want to make sure that your brand is noticed and for the right reasons. You’ll want to think about which images reflect the core philosophy of your brand or product.
When logos don’t accurately represent your purpose, it can cause confusion and uncertainty among your audience. This was a very public lesson learned by contestant Dom Aboud from Channel 7’s Restaurant Revolution. A little while ago when Dom was pitching his restaurant, the logo design was a little confusing to say the least. Dom’s branding was less indicative of a nice pop up restaurant and more indicative of a tattoo parlour. So what was Dom trying to convey? He said it was all about “community” and “bringing people together.” However a kitchen knife designed as a tattoo missed the mark – I’d be concerned that the community the logo was targeting would scare off the one he was really wanting.
This is just one example of how easily brands can get their imagery wrong and why it’s so crucial to really think about the message you’re trying to convey.
Colour:
Colour is one of the most important aspects of your branding and plays a substantial role in purchases. Research reveals that 90% of judgments about brands can be solely based on colour. Colour can significantly influence how your audience views the personality of your brand. Who would buy Chanel if they didn’t get the feeling that it was sophisticated and luxurious? Also let’s not forget how excited a certain ‘blue bag’ can make its recipients regardless of what it actually holds.
Studies have also shown that colour can be key in differentiating from competitors and creating a recognisable brand. Although it can be difficult to provide clear-cut colour guidelines, your brand should aim to ensure that its colours evoke the feelings associated with your product or service. Select colours that will match your brand personality. Have a read of our blog The Psychology of Colour in Branding if you’d like to learn more.
Keep it original:
Try to keep the stock photos to a minimum. Customers appreciate originality, so using predictable images that we’ve all seen before isn’t going to help you get noticed. We’ve all met istock man right? The most used man on the Internet.
Your branding is what sets you apart from the competition. Today, brands are essentially a part of a global economy. How will you make your brand stand out from the millions of others similar to you?
Is it in context?
Context is all about setting the tone for what the customer is about to experience from your brand. Referring back to our friend Dom and his tattoo-esque restaurant branding, did you think his logo effectively conveyed the context of a ‘nice’ restaurant? We didn’t think so either. You’ll want to make sure that your imagery accurately represents the story of your brand. Piece together the key elements that make your brand special (your brand essence) and try to implement that into your imagery.
Building a great logo or imagery for your brand isn’t a one-day task. It takes effort and patience to develop visuals that not only convey the right message but that also have an effective impact on your audience’s purchasing decisions. Like our friend Dom, it takes time to find the imagery that pays off – but once you do, you’ll see how customers can recognise your brand with a simple glance!
Of course, if you could use help with your branding strategy or if you’re in need of a marketing makeover – we’d love to help! Give us a call on (02) 9994 8005 or drop us a note.
