Visual marketing is essential for growing your company and brand’s visibility in the public eye, most especially specific target markets. Making yourself visible is the first step in developing customer awareness, which leads to interest, connection, and engagement. And, like all aspects of marketing, visual strategies aren’t one-and-done propositions; they continually evolve and morph in response to customer needs, solutions to their pain points, and your company’s sales goals.
Building visibility requires perpetual innovation from your marketing team, ensuring logos, colors, signage, and related content form a relationship between your business and the public.
What is A Visual Marketing Strategy?
Before we launch into tips on how to build a brand-specific visual marketing strategy, it helps to dive deeper into what a visual marketing strategy is.
The most distilled version is that visual marketing strategies utilize images to convey important information. In addition to building brand recognition, the goal of visual marketing is to:
- Direct foot traffic into brick-and-mortar businesses
- Lead customers to connect with social media channels and engage with them
- Receive targeted information about products/services
Once there, customers will continue to glean information via your combined visual and content marketing, the latter of which includes things like websites, print ads, product labels, blogs, guest posts, etc.
According to MIT, about half of the active human brain is dedicated to processing visuals, and most humans can identify images in 13 milliseconds or less – proof that those freeway billboard ads are worth the investment!
Also, because the majority of consumers admit they prefer digesting content via visuals – including images, graphics, infographics, and symbols – as opposed to text, visual marketing strategies become essential when conveying quick bites of information that inform, educate, and captivate target audiences.
With that in mind, a company’s visual strategy should include:
- A distinct color palette, focusing on branded and complementary colors
- Standard and easy-to-read fonts (consistent font usage also becomes a part of branding)
- Clear imaging that relates to any text-based content (studies show a consumer’s retention of marketing information is exponentially greater when paired with good visuals)
- Fresh and relevant content that utilize branded logos, graphics, colors, and other branded imaging to deepen audience recognition and awareness
- Images and graphics that resonate with specific target audiences (personalization!)
Tips For Using Visuals to Build Brand Visibility
Here are tips on how to work with those strategies in a way that maintains brand identity and nuance:
Know Your Audience Intimately: Personalization is Essential
Marketing has always focused on getting to know your target market, but modern audiences want personalized content more than ever. Research from MarketingHQ shows nearly 75% of consumers say they don’t even interact with content unless it feels personalized, only engaging with marketing images and messages that feel directly aligned with their needs/interests.
If you’ve neglected to do serious marketing research about your niche audience members, now’s the time so you can personalize images and graphics accordingly.
Use Statistics to Get Your Message Across
With all of the marketing white noise out there, customers want to see evidence and proof of your claims. Posters, window graphics, or door hangers all offer a way to use infographics or large-format statistical numbers and symbols to support text-based content. And, of course, you should always display statistical- and research-based evidence as part of your tradeshow booth displays and flyers.
Balance Detail and Simplicity in your visual marketing strategy
As you can imagine, the desire to create elegant, ornate, or more detailed graphics must be balanced with the reality of the simplicity and minimalism required for conveying quick and effective communication. What looks great in theory and on paper can become too convoluted when made into a poster or large format print size.
In that case, homegrown images can be confusing or off-putting, making it impossible for viewers to make sense of what they’re seeing in that previously mentioned 13-millisecond snippet. That said, it’s not easy for the layperson to decide what should stay and what should go, without losing the core ideas or relevant themes. This is where professional design assistance comes into play. Your design and print team have expert tips and suggestions for how to keep the best of your elegant or more detailed designs while streamlining them for easier visual processing and customer assimilation.
Don’t Be Afraid to Branch Out From Existing Logos & Images
In the beginning, brand development and recognition rely heavily on promoting your core logo, colors, mottos, and slogans. This is because marketers know humans need repetition to foster recognition. According to smallbizgenius.com, it takes an average of five to seven different impressions for prospects to remember a brand. And, of course, it requires further impressions before targeted prospects begin actively engaging with your brand.
So, while those initial, all-the-same-style repetitions were initially important for garnering brand recognition and awareness, visual marketing campaigns must continue to evolve in alignment with a lifetime’s worth of sales goals, campaigns, topic-, date-, or seasonal-related content and offers, and so on. This requires a distinct expansion of those initial images, graphics, and colors.
Don’t be afraid to branch out from your core visual strategies. In fact, that is necessary to achieve the personalization today’s customers want, but expand and branch out with a focus on some level of brand continuity. Continued dedication to building visibility using a visual marketing strategy will help your business grow into this new decade.
Would you like professional design and signage support as you build your visual marketing skills? Contact the team here at SpeedPro East Bay. We’ll take a look at where you’ve been, and where you’re headed – helping to create engaging designs and signage aimed toward more personalized audience appeal.