Images and Your Brand: A New Look at Your Marketing Strategy

When it comes to displaying your brand, the first thing that comes to mind is probably imagery. Think about some of the most recognizable brands in the commercial world today, like the McDonald’s golden arches or the Nike swoosh. They’re more than just logos; these images contribute to creating an identity as a business.

The importance of images

Now consider how these images affect you when browsing online. When you’re browsing on a mobile device or laptop computer, the only sense available to you is sight. Without the ability to use your other senses to touch, taste, or smell, the image becomes the centerpiece – the most important aspect connecting you to a brand. With this in mind, how is your business using its imagery for branding?

As with many other marketing strategies, the first step is to consider the consumer. Put yourself in the consumer’s shoes to fully understand what he or she will associate with your brand. Think back to those important branding images, including the golden arches and the Nike swoosh as well as Apple’s clean, simple logo; Google’s colorful lettering; and others.

What makes these images work? It all depends on their shape, color, and level of simplicity, among other factors. Not only do these images evoke associations with the companies they represent, but they bring to light your emotional reaction to the brand. Maybe a logo makes you crave tasty fries or brings to mind high-quality service. This is no accident! Your logo should demand a response.

Image branding and your business

While branding with images may seem easy at first glance, it’s a lot more complex than you might imagine. The images mentioned above are simple, but they actually represent a lot of thought and hard work with high attention to detail. Consider some of the most important aspects of a successful brand image.

• Intent. What is the purpose of your image? Before considering or putting together any of the visual aspects, you’ll need to figure out what the image should evoke for its viewers. What business values do you want to communicate? What would a customer want to see? Consider these questions before moving on.

• Color. Think of any popular branding image and one of the first aspects that come to mind is color. Pepsi is recognizable immediately by its combination of red, blue, and white, while Coca-Cola uses solid red to communicate its message. Individual colors evoke particular feelings. With the above competing examples, Pepsi’s blue brings to mind a refreshing, thirst-quenching product, while Coca-Cola’s red conjures up a feeling of thirst and craving. Color is also one of the most identifiable aspects of a design; according to a study from the University of Loyola in Maryland, color increases brand recognition by up to 80%.

• Shape. Like color, shape produces an emotional response. The Nike swoosh reminds the viewer of forward action, while the Apple logo evokes an image of sleek, up-to-date technology. Both of these examples use basic, simple shapes, and your brand can break down this aspect further by using geometric shapes, each of which has its own meeting across the world. The best logos are simple, which makes them memorable.

• Symbols. A combination of shape and color, which work together in conjunction with preexisting symbols, can create a truly winning logo. Think of memorable images like the Starbucks mermaid, which has seen multiple iterations but remains highly recognizable.

Make your brand stand out

All of the aforementioned images have one thing in common: they belong to huge corporations. As a small business, your imagery needs to stand out despite the automatic disadvantage of competing with larger corporations. There are, however, a few tactics you can employ as a small business to maximize the effect of your images.

First, you need to consider your audience. Define your purpose by identifying your audience’s pain points. What are they lacking? How can your brand satisfy this need? What message are you trying to get across?

Your images can be shocking, enlightening, or evoke a sense of nostalgia. Humor is also a great way to reach out to your consumer base. Emotions are the best way to appeal to customers, who are looking for a product or service that appeals most to their needs. There are numerous sources of free icons and graphics to help you along in the process.

By appealing to the needs of your consumers, you’ll give them a reason to take action. Don’t forget the importance of patience, however; as with any small business endeavor, developing a memorable logo will take time, as will allowing your image to gain traction and become recognizable. By putting thought and consideration into the development of your brand imagery, the rest will come naturally. Above all else, trust in the process, and trust in your brand.

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