If I asked you how valuable your brand was, would you know the answer?
It’s a little bit of a trick question, and it’s not one you can answer yourself. Your customers can though.
You might have heard the term ‘brand equity’ before.
Brand equity is the value that your brand brings to your customers through their awareness, interaction, and perception of you.
There are many elements that add to your brand equity, and one of those is your visual branding. Your logo, brand colours, graphics, and even the typeface you use can play a part in how your customer experiences your brand.
Let’s start with your logo. At first, you might not think it’s very powerful, but in reality, your logo is the cornerstone of your brand. It’s a snapshot of your business identity, and it’s meant to be a symbol that stays in your customer's memory long after they have interacted with you.
Many businesses make the mistake of either underestimating their logo or even expecting too much of it. This can result in a logo that’s an afterthought, or one that is overly complicated. It’s easy to forget what its true purpose is, and that is to be distinctive and memorable to a company's target audience.
A good logo is simple, timeless, and most importantly, speaks to the customers. It will evoke trust in the audience you want to reach. A logo that effectively conveys your brand message is an exceptionally valuable asset to your business.
The same applies to your brand colours. They need to be cohesive with your brand message, and the services or products you provide.
For example, a brand that specialises in environmentally friendly, bohemian style clothing needs to choose its colour palette carefully. Electric blues and hot pinks are unlikely to resonate with their customers or be cohesive with their clothing designs. If their brand colours reflect the nature they care so much about preserving, their customers will identify much more strongly with what they have to offer.
These seemingly small details play a huge part in increasing your brand equity. Each element that your audience identifies adds to that, and your visual branding is full of these small touchpoints. Even the images you choose to feature on your website, blog posts, or social media play a huge part in increasing this value.
While some design elements can be as subtle as the size of a headline, each and every one is another trust point gained from your audience. They are so much more than the pretty design choices they appear to be at first.
When a graphic designer is creating your logo, or developing a brand colour palette for your company, they’re thinking about its future value to your overall brand. Every design decision is based on how your customers will be experiencing your company.
If you’d like to increase your brand equity and talk more about your visual branding, I can help with that. You can book in a call on my calendar here.
P.S. LET'S TALK. You can book a call at a time and date that suits you on my calendar here. Book a meeting with me.
