5 Tips To Create A Better Visual Identity For Your Company
Nearly half of marketers (49%) rate visual marketing as “Very Important” to their marketing strategy, 22% consider it “Important,” and 19% say that their marketing and branding strategy is nothing without visual content, according to a recent survey. In fact, in 2019, there was a 10.5% increase in visual content usage compared to 2018. This makes sense. When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. With consumers receiving as many as 600 messages each day from marketers, it is critical to stand out.
Continue reading below for a few tips to stand out.
Stop using stock photos. Relevant photos/graphics can be difficult to create on the fly. When producing content you intend to implement quickly and cost-effectively, stock photos are a great option. It's often hard to create visuals for something when writing about abstract topics. But taking the time to create your own visuals can mean the difference in your campaign. In a survey conducted 2020, almost 41% of respondents (40.8%) said original graphics (infographics and illustrations) were most effective in helping meet campaign objectives. On the contrary, the same percentage said stock photos did not help them meet marketing objectives.
For some organizations, using stock photography may appear lazy, uninteresting, or unrelated. According to MDG Advertising, 67% of online shoppers rated high-quality images as being “very important” to their purchase decision. The best way to create compelling content for users is by using visuals to tell a story. Ideally, the visuals should add to the piece and be able to tell the narrative you are attempting to share without the text associated with it.
Image by Werner Heiber from Pixabay
2. Create a mural or another medium to make your brand a destination. In Los Angeles, 40—50 murals alone on Lincoln Blvd drove up the streets average business revenue by 5 —10 %, with some businesses receiving up to 50% increase. A call to action embedded in your new addition, exclusive to your location, is another wonderful way to get people to interact with your brand. A mural or photo backdrop at your location will encourage social media users to post about your brand. If people fail to tag your brand, including a non-distracting and small hashtag on the artwork will provide free advertising without any effort from the person who creates the post.
In fact, 56% of social media users said they trust posts and products created by other social media users over influencers. While your current staff may not have the skills to implement such a tactic, you can hire a freelancer or local artist to design something unique for your brand to last years and years.
Photo courtesy of Carsyn Taylor
3. Consistency is key. You have probably heard the century-old saying continues to apply here. Your company can reach optimal brand salience by creating visuals that look consistent across all mediums. For graphic design deliverables, this includes utilizing the same typefaces, color palettes, and design styles. When working with photography, aim to use consistent shooting styles and color themes if available. This can include but is not limited to:
Using the same photographer for all deliverables on the same project (or if possible, for all projects.)
Creating a preset to edit photos so all photos look like they are shot under the same conditions.
Aim to take pictures under the same conditions. Even with the use of presets, lighting and color tones may vary if shot at various times of the day, or different weather conditions.
Try to use colors consistent with your brand. If your brand palette utilizes cool tones, don’t post sunny warm colors.
Photo courtesy of Carsyn Taylor
4. Hire a professional. By outsourcing someone who specializes in creative marketing in your field, you can create more unique and impactful graphics and visuals. Some companies or brands may require a new pair of eyes designing for your brand. Creatives within the company may have a subjective mindset when creating for your company that makes design work difficult.
Hiring a freelance designer or photographer may be a good option to help your organization save time and money. These professionals can be a cost-saving option, and can help you avoid tax regulations and having to pay another full-time employee. If your budget allows, another alternative is to hire an employee or intern that already has these skills as well as other skills beneficial to your brand.
Photo courtesy of Carsyn Taylor
