How do you entice your customers? With a new promo, or maybe with a new high-tech product that's highly innovative? Many would think this way, but you know what the real winner is? Your brand's visual identity.
Grant Munro, the senior VP of Shutterstock Custom, is an expert in optimising the way brands present themselves visually to customers. Here are some of his thoughts on what brands need to consider for their visual identity.
The Concept of Brand Identity
Grant says that people tend to oversimplify what brand identity is about. They may say that it's the logo, colors, font, or other superficial design elements, but the reality is that brand identity extends beyond. It is in the emotive and hard-to-define aspects of a brand that audiences resonate with on a daily basis.
The Power of Visual Identity
Visual Identity is the sensory connection, according to Grant. It is a critical part of brand perception because it is how the brand associates with situations and environments in the real life. It is powerful when it connects on a personal level with the audiences. With visual identity, the audiences can feel themselves needing the brand and not just the product or service.
Visual Identity is More Than Colour Themes and Fonts
It is important that brands think about the scenarios that they want their customers to envision. The feelings, personality, and values should be expressed at an emotive level. When a visual content can speak to its audiences on a personal level, relating to their lives and experiences, then it's on the right track for building an effective brand identity.
When a Brand Isn't Hitting the Mark
Grant comments on how he sees when a brand is not reaching its full potential. He says consistency is key to an effective visual brand, so when there is an inconsistency in everything from their product and lifestyle images and videos, colours, settings, to even the models, mixed messages tend to be carried to the audiences. A brand should want to claim a specific theme as theirs, so any nuance in the message may confuse the audiences.
Does the Monitoring of an Established Visual Identity End?
Without a doubt, Grant says, every brand visual identity is always evolving. It needs constant attention and monitoring to keep it fresh. Perhaps the core visual identity of a brand doesn't change very often, but projects and campaigns do. If brands don't pay close attention to a project and the results, they may risk an inconsistency with their core visual identity.
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