Creating your visual strategy is one of the most important aspects of running a digital business of any kind. You might be doing your job very well, you might have customers very pleased with your product or service, and personal recommendations they can give to their friends are a good path to a steady growth. However, sometimes, word of mouth is simply not enough – sometimes, you’ll need to catch the eye of potential customers as well. Especially if you’re doing business online and especially in the times of shorter and shorter attention spans. Visual communication is much more effective than verbal when it comes to digital marketing or, in fact, when it comes to conveying more-less any kind of message to a wide audience. That’s why you need a sound strategy to deal with the visual identity of your business. Here are a few things you should have in mind in this respect.

Consistency

The point of creating a visual strategy is not just making your brand visible – if that was the case, you would just take a bunch of flashy colors, huge fonts and a flamboyant logo and wait for people to get hypnotized by it. However, it’s not just about being visible, it’s also about being recognizable.

This means that all your products and your marketing efforts should be easy to identify as yours. This is the right way to build your brand and the overall identity of your company, which is important in itself. And there’s a more practical note to it – those who already use your services will easily recognize your new products or your ads. Those who don’t use them will also be able to make a connection of this kind if your design is authentic enough and it might just make them interested in what you have to offer.

Target Group  

Before taking any concrete steps regarding your overall design, you need to be absolutely sure about who you’re addressing. This will make all the difference in the world. Have in mind who your customers are and who might be the audience that will be interested in your content, your product or your industry in general. Choosing the right platforms to distribute your visual content will also largely depend on this analysis. Always use all the digital tools that are at your disposal to analyze the market, but try to combine it with the personal experience you have in your industry.  

Naturally, the kinds of visual content you’ll employ the most will also depend on your target audience. Basically all visual content will boost your numbers, but it’s key to find the right balance between images, videos, infographics, memes etc. Whatever you do, remember that you should remain recognizable – make your design consistent no matter what kind of content you choose to use or which platforms you pick for distributing it.

Colors and Shapes

Only when you have a good idea about who you’re intending to address, you can turn to more specific stuff, like choosing colors that will represent your brand and an overall style that’s supposed to dominate your visual identity. There are probably no inherently wrong methods of doing this, since they will always depend on the aims of your visual strategy and the message you wish to convey.

Transforming the values and messages of your brand into a solid and consistent visual approach is vital. This is a very complex job and hiring professionals to do it with you or for you is usually the right way to go. There are brilliant designers everywhere, and in the online era they’re all basically just a click or two away. Try employing research platforms like 2Easy that specialize in helping you find the right person or company that will create a flawless visual strategy for your brand.

Your logo should be the icing on the cake. Sometimes, you or your designer will have some ideas about what it should look like right away. However, finalizing the look of your logo should come only after you have everything else figured out. Some initial ideas will be just fine, though, as they will occur spontaneously from your business experience and you shouldn’t neglect some basic instincts about what your logo should be about.

Nevertheless, making every detail just right is much more than having a bunch of vague and distant ideas, no matter how cool they seem. Your logo should incorporate and symbolize everything your brand has to offer and communicate, and is supposed to be eye-catching and intriguing at the same time. This takes more effort than you might think, so you should definitely take your time with this.

All in all, creating a solid and successful visual strategy is a long process that needs to be taken care of step by step. There’s a long list of things you should pay attention to before you even get to the drawing board. Knowing your business, your customers and your industry will be the key for establishing the right visual identity for your company.

 

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Emma Miller
Blogger & Digital Marketer
Emma is a digital marketer and blogger from Sydney. After getting a marketing degree she started working with Australian startups on business and marketing development. Emma writes for many relevant, industry related online publications and does a job of an Executive Editor at Bizzmark blog (https://bizzmarkblog.com) and a guest lecturer at Melbourne University. Interested in marketing, startups and latest business trends.