Branding design includes all of the visual elements your business uses, from the logo on your website to the images used in your company newsletter – this makes branding extremely important for business growth. If you want to take your company to the next level, you need a clear brand direction.
The average person processes visual scenes in less than 1/10th of a second. In just 150 milliseconds, we can recognize a symbol, and 100 milliseconds later we are able to attach a meaning to it. This is much faster than processing textual information, as most people read at a speed of 200 to 250 words per minute. So, while your textual marketing messages are still important, that immediate connection with your audience is going to be based on the visual elements of your company – most importantly, your branding.
Let’s take a look at the importance of branding and how it elevates your business.
Branding design helps your audience recognize your company, products, and content. Probably the most well-known advantage of branding is how it helps you identify with your audience. When you see a sign, letterhead, or blog post, it should be clear what company created it.
Along with creating a recognizable presence, branding design can also communicate specific messages about your business and its values, personality, and more. We’ll discuss that in greater detail later.
Great branding also helps you create a sense of continuity among all of your business’ assets. When you have the same fonts, colors, and layout throughout your content, it will be easier for audiences to recognize your company no matter where they see it.
Your branding acts as a means of communication with your target audience, while your design elements work together to convey specific messages about your business. For example, your logo might express what kind of services you offer. Or, if your company produces sleek, modern furniture, your social media graphics might be minimalist and clean.
You can also use specific fonts to convey the personality of your company. Similarly, you can use color to communicate energy, professionalism, creativity, and other characteristics. Just keep in mind that your branded content should remain consistent across all platforms – whether online or in person.
Because branding allows for continuity throughout your materials and content, it also creates a sense of professionalism and authority. A branded approach is going to make your entire presence look that much more put together and planned out. Your audience will be able to clearly see why your company’s content and products are relevant to them.
Research has found that people remember 80% of what they see, but only 20% of what they read. If you only remember 20% of this article, then let it be this: your design should resonate with your audience. When you create your branding with a specific audience in mind, there is a greater chance that these people will remember and be drawn to your company. For example, if your business produces children’s toys, you will want to create branding that will attract the attention of young kids – think bright colors, fun graphics, and more. In this case, luxurious, refined branding will likely fall flat.
Businesses with clear, consistent branded designs have more impact on audiences because people know exactly what they can expect from them. They become used to a specific personality, and thus begin to feel a certain kind of connection to it. Nike, for example, is known for its motivational, powerful visuals. Because Nike has worked hard to maintain this personality in its designs, people associate it with strength – and might even feel stronger when they wear it.
Great design does more than just help your content look nice – it can also improve your marketing efforts. By choosing the right designs for your target audience, you can influence conversions and improve your return on investment (ROI). For example, studies show that images of people help to increase empathy, as audiences tend to feel a deeper connection to them. Therefore, utilizing this type of imagery in your marketing efforts can draw people to your website and increase the chances that they’ll move further down the purchase funnel.
Looking to create a branding strategy that pays off? The Zero Gravity Marketing team is here to help. Check out our portfolio and contact us today to find out how we can use design to grow your business.