Let’s face it. People like pretty. Admittedly, pretty doesn’t mean the same thing to everyone (and I’m grateful for that), but regardless, people like what they think is pretty. When it comes to your brand, the best thing you can do is make it as universally “pretty” as you can.
Need help thinking through your “pretty”? I created a little sumthin’ sumthin’. Tell you all about it a little later.
Moving on, by achieving a level of visual attraction to your brand, you open yourself up to a few realities. Some are obvious (although it is always nice to have a reminder), but there are some you may not have thought about.
Honestly anything that will motivate you to continue working your entrepreneurial hustle is worth talking about in my opinion (I almost wrote IMO because I actually just learned what that meant this past week while hanging with my girl Regina Anaejionu, but I got nervous). Let’s talk about some of those benefits.
An attractive brand says, “Trust me!” You don’t feel weird after interacting with an attractive brand. You worry less about whether you are getting screwed with something that looks like time and thought went into it.
If you bought a phone from a guy named John who had a table set up in a side alley vs. a guy named John who had a fully branded business with a clean website and a memorable brand identity and the phone broke, what would you think?
I’m willing to bet that you wouldn’t be too upset about the phone from the alley. It looked like a shady operation, but you bought it anyway. Would you demand your money back? Would you leave a negative review online? Probably not. However, John #2 would likely experience the depths of your demands from money back to a replacement phone. You expect more from John #2.
Okay, okay . . . my example is extreme, but bottom line: A well-done brand comes with expectation because it looks credible.
Tie Breaker Capabilities
You didn’t know that your brand had super powers? It has the power of influence. Have you ever been deciding on a service that you needed and after research and recommendations, it came down to two businesses. I can’t speak for you, but in this situation, I would look at both companies’ websites and social media accounts to determine which looked more credible.
Don’t judge me, but sometimes it comes down to which one looks better. If the services and prices are comparable, then I ask myself which brand catches my eye. Taking the time to develop your brand will help people choose you.
Ups Your Shareability Potential
At first, I considered using the analogy of new parents showing off pictures of a baby that wasn’t quite cute yet, but then I thought someone may take offense. (All babies are cute, right?) So instead, I’m just going to remind you that people like to share/see attractive things.
It’s so much easier to post something about your brand to my Facebook or link to your website from my own if I’m showing off something that ups the value of my own brand.
This is also the case for referrals and collaboration. Let’s say you are a blogger and a friend asks you to help share a new product, but the website is not done well and their overall brand looks terrible. You are hesitant because your name will be forever tied to this unattractive brand.
Same thing goes for collaborations. Maybe your friend is an incredible writer, has tons of great content and wants to collaborate with you on a post. Is it worth the risk of being associated with a brand that others may not trust based on the look alone?
Do you remember the first day of school? I don’t know about you, but I had my new outfit hanging up and ready to go because knew I was going to look good that first day. My new outfit (and awesome new school supplies) gave me confidence.
Now imagine going to a swanky networking event. Your friend invited you, so you are a little bit out of your element. People are talking shop and as it moves around the circle of strangers, someone asks you what you do. How amazing would you feel being able to pull out an incredibly designed business card and allow your brand to speak for itself?
When you have something to show off, you feel good and when you feel good, you make things happen.
Ability to Build Anticipation
One marketing tactic that I’ve seen a number of successful people do well is the pre-launch promotion. They put up a great coming soon page if the landing page isn’t finished, start making big pushes on social media and even release small teasers of their product. Now, this wouldn’t be possible if there wasn’t something awesome to show off.
Your brand should have the ability to wet someone’s appetite and get them excited about what you have to offer.
Steers the Direction of Audience Impressions
I have a theory. When a potential client sees something from your brand, it will either inspire him/her to continue to look for more negative details or more positive details. Essentially, the first impression will have a domino effect on the other impressions.
If someone lands on your website and thinks your logo is cheap and designed poorly, then, in theory, that person will look at the rest of your website just to see what else is done poorly. If that same person lands on your website and appreciates the look, then he/she will want to know what other impressive elements you have to offer.
Always steer your audience’s impressions with a well-planned brand design.
How do you plan out your brand effectively?
I’m glad you asked. I do have an answer for you, but before I tell you that, I want to specify that my answer helps you with the visual side of your brand only. For a comprehensive experience when it comes to planning an amazing brand, check out The Branding Effect, an e-course that walks you through everything you need to come out with the right brand for you and a few other goodies as well.
For now, I want to share with you the Your Look Branding Workbook. It contains information on the significance, uses, and design tips as well as a full planning worksheet for each of the following visual branding elements:
Other quick elements
Oh, and did I mention that is just $6? Check it out and start planning for your brand’s look.
Are you currently branding or rebranding? What has been the most challenging part? I would love to hear from you!