The Importance of Aesthetic Branding
Written By Katie Craft
It’s no surprise that branding is an essential part of running a successful business. Branding is how current and prospective clientele identify you as a company. After all, brand perceptions drive customer behaviors which then affect business outcomes. However, you could be missing out on a few key aspects of this tool.
Finding Who You Are
The first step in aesthetic branding is figuring out what your business truly is at its core and how you want to represent that. This can be difficult when you really start to dig into it.
Some things you may want to think about as you address this include company culture, values, and social responsibility. For instance, if you pride yourself on being a company with an employee friendly company culture, consider placing your employees on images you choose for your social media. Employee interviews or company culture spotlights can also be a great way to present your brand to the world.
The next step in developing your aesthetic brand is the color scheme you want to represent your business with. A 2011 study by Loyola University Chicago showed that color increases brand recognition by up to 80%. Colors can evoke emotions in people subconsciously. For instance, the color green is generally associated with health, tranquility, and nature. This can be seen within the marketing strategies of John Deere or Whole Foods. The color red causes the brain to think of urgency, and also stimulates the appetite. This is perfect for a company like McDonalds. Red also elicits excitement and movement, which is more suitable for businesses such as Target.
What do your current colors say to people? What feelings do you want to evoke in your clients?
Furthermore, what does the style of your images say to people? Are your fonts clean and clear? Are they cursive? For instance, Times New Roman is associated with standard or academic businesses, whereas Dancing Script gives off a more fancy-free vibe. Disney, for example, has a very whimsical font. This goes along with their focus on magic and fairy tales. Meanwhile, The New York Times has a very old-time thick font which shows their prestigious history. While you may be a customer of both Disney and The New York Times in your daily life, the differing fonts of each company elicit different emotions and furthermore help you know what to expect.
The last step in your aesthetic branding process is keeping consistency. All media outlets should reflect your chosen aesthetic. A lack of consistency only creates confusion in clientele.
If you need help with your company’s aesthetic branding, Jubilant Communications is ready to climb mountains to make you heard! For more information, contact us today. firstname.lastname@example.org