A similar perception of branding can be justified, but only up to the aforementioned point, a complete lack of awareness that it should look different.
Where does a bad visual identity come from?
Most often, it stems from downplaying certain processes. Let’s say that, when creating a brand, you decide to invest in its logo, possibly the design of its business cards. You’ve heard something there about the possibility of buying out more complex concepts, but at an additional cost, so without thinking you conclude that you’ll do without.
Will it work out in the long run? Probably not…
What are the consequences?
Your customers may feel confused and even frustrated by faulty visual messages. A user who uses many services, products or analogous websites on a daily basis is used to convenience and ease of interaction.
Inconsistent and, in his eyes, perhaps even sloppy messages, can be perceived in an unprofessional and unstable manner.
The potential recipient is also likely to have trouble remembering your brand. Companies that use the same and consistent messages with their image over the years stand out from their competitors, thus ingraining themselves in the user’s memory.
You already know that by neglecting certain spheres related to the long-term building of your brand you may lose customers, but surely this does not apply to someone else?
Staffing and recruitment problems
Your employees’ trust in you can also be shaken, as all your actions are constantly evaluated by them. After all, we usually aim to work in a stable and reliable organisation. Thus, by displaying the aforementioned attitude, you discourage the team and future employees from working together.
Inadequate Adaptation to the Platform
In the digital age, communication takes place on various platforms, including websites, social media, mobile apps, etc. Inappropriate adaptation of individual graphics to these platforms can also lead to problems, with miscommunication of visuals. What works on a website may not work on Instagram.
“What if I’m making the mistakes listed above?”
Identify the areas that need to be improved. You can seek help from specialists in this area or prepare such an outline yourself.
Refine step one, making sure the finished materials are consistent, coincide with the archetype and values of your company and then put this information into a comprehensive brand book.
Tailor your graphics and messaging to the specific platform. Make sure they are readable on different devices and in different contexts.
Take care to implement all the improvements and breathe a sigh of relief that it’s behind you!
Keep up to date with trends and new technologies in graphic design. Invest in developing the skills of your design team and keep your tools up to date.
Incorrect visual communication can lead to lost customers and reduce the effectiveness of your branding, and therefore marketing. The solution is to ensure consistency, simplicity, adaptation to platforms, creativity, gathering feedback and, most importantly, continuous development.
Visual communication is an essential tool for branding and attracting customers, it really is worth the time and effort to perfect it.
Don’t risk losing your company’s positive image!