It’s not just about what you say to your customers but also how you look which can make all the difference. Ensuring your visual identity is well-defined and brand-reflective is a very good starting point.
Visual Identity Design encompasses every single visual aspect of your brand. This obviously includes the OG, your logo. But a brand is much more than a logo; what about your brand colours, fonts or types of photographs you use? All these aspects are essentially the building blocks of your customer-facing assets. These customer-facing assets are also known as “touch points”, which can be described as any element that facilitates an engagement between a brand and a customer. This includes your packaging, point-of sale, brochureware, corporate stationery, activation and event collateral, your website, social media content and your advertising.
Getting your visual identity design well defined is key. If your website looks different to your advertising which looks different to your packaging which looks almost like your business stationery, customers will naturally take a step back. They will consciously or unconsciously realise that something is a bit off and they won’t have the confidence that you’ll deliver. At best, they’ll interpret your brand as new or small as smaller brands can be forgiven for looking a little disparate. Ensuring every touch point is well considered, consistent and looks professional, is a game changer for any brand, big or small, new or old. You’ll be “punching above your weight” in no time. The large global corporate brands know how important this principle is and invest millions of rands each year into maintaining their visual identity design.
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