Online or offline consumers make judgements on your brand based on how you look. Visual aesthetic helps build brand trust and loyalty. For example if you go to a 5 star restaurant and the server brings you a steak and some vegetables that looks like it came from a high school cafeteria, then you are probably going to send it back. It doesn’t matter if that was going to be the best steak you’ve ever had because aesthetic of the food lost your trust. The same can be said about your brand.
You might have a bad logo.
The first thing to remember it doesn’t matter how “cool” you think that your logo is, because your potential customer will only remember you by how cool your logo is and not by how your logo represented your brand. A consumer should never have to analyze your logo to make sense of it. It should be something that is impressed into their brain and recognizable to your brands identity.
The cohesion and objectivity of an identity.
A brand is something that should not be influenced by personal opinions or biases, but driven on how the market perceives the brand. So for example if you are brand like whole foods and people see you as purveyor of healthy and sustainable living, then your visual language should represent that.
Every bit of design that Whole Foods adopts has an intentional organic look to it. Everything is cohesive and brings a comfort and trust to consumers that whole foods is providing the highest quality food. Does your visual language bring this kind of cohesion and trust to your consumers?
If you are evaluating your brand, creating a new brand or updating an existing brand’s visual language. There are a few things to remember:
- Build empathy with your customers preferences and not your own. Remove your own personal opinions completely. You may have to create something that you don’t like the look of, but that’s how you make money.
- Cohesion across all channels is very important. Make sure that all of your mediums have the same visual feel. That doesn’t mean you have to plaster a logo on ever single thing, but your brand’s visual identity should be powerful enough for people to make the connection.
- Ask your consumers. The only way that you can know what your consumers want and look for is to ask them. Ask them how they feel when they think of your brand or why they use your services and use that information to build your visual language.