Welcome to Part 2 of the branding series on the Studio 78 Podcast. If you’ve listened to Part 1 of the series with Robyn Young and took the requested actions, you should now know your “why.” In Part 2 of this series, you’ll learn how to apply your why to your visual brand. You’ll learn what a visual brand is, why it’s important, and how to execute it.
What is a Visual Brand
A visual brand is what people see relating to your business including, but not limited to, graphical elements such as typography, colors, imagery, and design elements. These are reflected in items such as your logo, website, social media graphics, stationary, packaging, etc.
A popular example is Starbucks. Everyone knows Starbucks’ signature green color, but you also know when you’re in a Starbucks store because it has a certain ambience and tone. The artwork, brochures, bags, lighting, and all of the other elements you see reflects the brand. Even their commercials and phone app all fall within the brand because the visual elements like the logo, colors, and typography send the same message.
An example of a personal brand that does this well is musician Leon Bridges. He has 60s vibe that is carried out consistently no matter where you see him. His clothes, hair, website, social media, color choices all reflect his brand, and they are expected with perfection within everything that’s associated with him.Why a Visual Brand is Important
A visual brand is important because:
Question to ask yourself: What do you want people to feel and think when they see/touch your product or engage with your business?How To Create Visual Branding Research
Before working on your visual brand, do some research:
I include this in relation to visual branding because it’s what people see first and how they identify your business or product. Choosing a name can be difficult, but here are some tips:
If you can find an amazing designer that can help you with this, that’s the best route. If you decide to go with a designer make sure you like their portfolio, ask for references, and be ready to talk about your why and provide them samples of what you’re looking to accomplish. You can find designers on Upwork or if you like the branding of another company, you can ask them who they used. Sometimes this information is located in the footer of their website.
If you decide to go with a professional designer or go at it alone here are some items you should consider:
Decide on Design Elements
For my favorite design element resources, check out the Design Resource Guide.
Create a Logo
You can find a local graphic designer or artist or go to places like Upwork or 99 Designs to create one. I don’t recommend Fiverr unless you’re really in a pinch. Create a visual board of all of the logos that appeal to you and see if you can find some common themes, such as the use of scripts, line work, geometric shapes, etc. It will help you identify your style.
If you decide to work with a designer, these are a must:
In a upcoming interview, we’ll dive into deciding on the platform and content a bit deeper.
TIPS: (1) Make sure the social icons are linked; (2) compress photos; (3) if you use WordPress, try not to use to many plugins.
Check out the Web Resource Guide to see some of my recommendations.Online Presence
Business cards, fliers, and other printed marketing material need to be consistent with your visual brand. Remember you get what you pay for, but here are a list of places that sell a variety of marketing material.
If you have a physical product, packaging is key. How do you want people to feel when your package arrives in their mailbox? The design of the packaging should reflect your brand, and the product should be properly wrapped. Make sure your shipping container can properly protect your product because the last thing you want is something to spill or arrive broken. Mail a sample package to a friend or yourself to test it out. Here are some places to go for packaging material:
Check out the Business Resource Guide for more links.Other
Some other elements to think about are:
ACTION: Create a mood board.WHERE’S NACHE’
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