Share Your Message With The World

It’s no surprise that small brands are at a disadvantage when competing against large brands for recognition and marketing. There are certain things small businesses can do, however, to ensure their market efforts are maximized through the use of effective, high-quality imagery.
Chief among these is understanding who your audience is and learning to differentiate between needs and desires. How can you trigger an emotional response? How might this response ultimately lead to a valuable conversion? How do you produce shocking, nostalgic, funny, or enlightening imagery in keeping with your brand?

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Standing Out From the Crowd

Second, you need to give consumers a reason to act. “While people may seem random and different in many senses, they are ultimately all driven by the same things. They are seeking reasons to take action and want to be logically — or emotionally — convinced to do so,” says web hosting firm FatCow.

It also requires large doses of patience and commitment to maximize the usefulness of imagery for a marketing and branding situation. Accept that it’s going to take a while for your logo and imagery to develop any traction in the marketplace.

Once it does, though, it will all be worth it. Brand equity supersedes almost any other marketing gimmick and advertising strategy your competitors might throw at consumers.

Shape combines with color to drive value and produce particular emotional responses. Shapes are particularly important because most basic geometric shapes have universal meanings that transcend culture, race and rational values.
Symbolism is directly tied to the combination of certain colors and particular shapes. Brand imagery that incorporates preexisting symbolism can hone in on specific emotions and feelings if you want to develop brand equity.
Sometimes the best brand logos and images are the simplest. Think about the simple Nike swoosh, the McDonald’s “M,” colored Google lettering, the Starbucks mermaid, or cursive Coke script. Brand imagery is at its best when it can put shapes, colors, symbolism and purpose together in a simple visual statement.
As you’re probably aware, colors are one of the most powerful elements of imagery in branding. Color is often the most memorable visual component of an image, and certain hues will connect viewers with a particular feeling. According to research, color increases brand recognition by as much as 80 percent.
Before any of the following details can be developed or even considered, the purpose of a particular visual must be clearly identified. What value is being sold? What does the customer want? What is the purpose of the visual? All these questions as well as others must be answered.