Update your brand aesthetic, boost your business.
Even if your audience isn’t “seeing” your brand’s iconography in the waves of online content, they’re processing it subconsciously.
It takes careful thought and research to ensure that your brand’s aesthetic matches your brand impression. You want to make sure they associate trust and positive feelings with the symbols you use to represent your business.
1. Spin the Color Wheel
Always start with color. Color palettes serve a higher purpose than just catching eyes. Different colors have been proven to elicit different moods in their viewers. Once that association bridge has been built, colors can trigger memories in people, drawing them back to old ideas and experiences.
Think of the color green. Corporations and organizations advocating for sustainability or environmental protections have used green to a) symbolize a connection between themselves, the natural world, money and success and b) inform their audiences of that connection.
You can choose whether to lean into existing trends or strike out on your own. Just remember: the colors you choose will transform the way potential audiences view your content.
2. Use Consistent Symbols
What image do you have trademarked to represent your business? What symbols have you used in the past to let people know who you are? When it comes to establishing a brand aesthetic, the symbol that represents your business should be at the front and center.
Consider the Google logo. The font and colors—blue, red, yellow, and green—are all iconic representations of the broader brand. Google publishes constant iterations of its logo, but the familiar letter and color arrangement makes it constantly identifiable, whether it’s been turned into a series of classical paints or represented as balloons.
You want to find the same balance between innovation and consistency. Your symbol doesn’t have to change daily, and it doesn’t need to. Still, you should experiment and find the basic combinations that you feel best represent your organization.
A logo is your company’s first impression: make it a good one.
3. Find Your Emotional Foundation
A crucial step to determining your visual branding is deciding what emotion you want audiences to feel when they think about your brand. Do you want your site to feel like a trustworthy space? Do you want to capitalize on personal nostalgia?
The visual themes of your online content matter just as much as brand colors. Boots and lassos offer country comforts, where minimalism and crisp lines hail the rise of modernism and technology.
Research the symbols most often affiliated with your industry. Look at your competitors’ websites or search your keyword of choice in any search engine. Once you have a grasp on the existing visuals, you can build an aesthetic that’s complimentary, but entirely unique.
image attribution: NicoElNino – stock.adobe.com