Building a strong visual brand identity is like building a house of cards.

It takes time, effort, and experience to do it right.

Here are some things to consider for creating a strong visual brand identity:

1. Get your logo right

You will likely go through many iterations of this, but it’s worth it. Your logo will be stamped on almost everything that you do so you want to make sure you do it well. Your personality should shine through it and be distinctly you…no pressure.

2. Create a consistent color palette

If you look at well-known brands, they all use consistent color palettes (who doesn’t think “red” when they think of Coca-Cola?). These big-name brands are consistent with their colors throughout their texts, images, and designs because it helps make them more recognizable.

Choose just a handful of colors and apply them to everything you do. The colors you choose should reflect the personality of your brand, so if you run an EdTech business, for example, you may want to use bright colors. If you run a FinTech company, you may want to be a bit more conservative with your chosen palette.

3. Choose a typeface that matches your brand personality

Along with your color palette, you need to be mindful of the font you use as it can speak volumes about the type of business you are. For example, if you run a serious business, you may want to stay away from bubble lettering, but if your business is light-hearted and fun and that’s how you want to be portrayed, then that may be the right font for you.

In addition to matching your personality, you must also ensure it matches your audience’s perception of you and sits well with them.

4. Choose images that address your audience and reflect your brand

We've seen many companies use images on their website that quite frankly make what they do more confusing than if they just didn’t use any imagery at all. It’s OK to have fun with images but be sure they tie back to your brand and speak to your ideal customers.

5. Don’t forget about layout

Many brands believe that if they have their logo, color, and fonts, then they’re good to go, but the reality is they’re not quite finished yet.

How those elements flow together is equally important. Consider information hierarchy and ensuring there's plenty of space for the eyes to rest between elements. Your presentation strategy can truly make or break your brand recognition.

6. Use the visuals to bring out emotions

The more of an emotional connection you can make with your audience, the more likely they’ll be to trust you and eventually buy from you.

What do you want your audience to think and feel when they come across your brand? Ask yourself these questions, and remember, visuals can more quickly tell customers whether your brand is a good fit for them than words can.

7. Test your initial concepts

Like anything with marketing, you should test and optimize your visual elements until you land on one that truly resonates with your ideal customers.

Once you have the visual component solidified, document your style guide within your company’s processes.

Should you ever need to bring on new designers or partners, this will be key in ensuring nothing gets missed as you move forward.

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