Welcome to Part 2 of the branding series on the Studio 78 Podcast. If you’ve listened to Part 1 of the series with Robyn Young and took the requested actions, you should now know your “why.” In Part 2 of this series, you’ll learn how to apply your why to your visual brand. You’ll learn what a visual brand is, why it’s important, and how to execute it. What is a Visual Brand A visual brand is what people see relating to your business including, but not limited to, graphical elements such as typography, colors, imagery, and design elements. These are reflected in items such as your logo, website, social media graphics, stationary, packaging, etc. A popular example is Starbucks. Everyone knows Starbucks’ signature green color, but you also know when you’re in a Starbucks store because it has a certain ambience and tone. The artwork, brochures, bags, lighting, and all of the other elements you see reflects the brand. Even their commercials and phone app all fall within the brand because the visual elements like the logo, colors, and typography send the same message. An example of a personal brand that does this well is musician Leon Bridges. He has 60s vibe that is carried out consistently no matter where you see him. His clothes, hair, website, social media, color choices all reflect his brand, and they are expected with perfection within everything that’s associated with him. Why a Visual Brand is Important A visual brand is important because: It reflects the why of your company. Helps people better understand and relate to your story. Distinguishes you from your competition. Allows people to easily identify your company. Helps people form a relationship and connection with your brand. Question to ask yourself: What do you want people to feel and think when they see/touch your product or engage with your business? How To Create Visual Branding Research Before working on your visual brand, do some research: Target audience: Find out who your target audience is. What are some of their favorite brands? And what do they respond to? Competitors: Who are your competitors? Check out their websites and social media accounts to find out how they’ve branded themselves. What works? What doesn’t work? How can you set yourself apart? Design style: Figure out what style is right for your brand. Look at other websites and even take pictures of things that capture your attention while you’re out and about. Start a Pinterest board or create an physical visual board to start gathering your ideas. Business Name I include this in relation to visual branding because it’s what people see first and how they identify your business or product. Choosing a name can be difficult, but here are some tips: Check to see if the name you selected is trademarked. Check to make sure the URL is available (if it is, buy it!). Check social media handles (try to have the same name on all channels. Secure the names immediately). Google the name to see what comes up. Design Elements If you can find an amazing designer that can help you with this, that’s the best route. If you decide to go with a designer make sure you like their portfolio, ask for references, and be ready to talk about your why and provide them samples of what you’re looking to accomplish. You can find designers on Upwork or if you like the branding of another company, you can ask them who they used. Sometimes this information is located in the footer of their website. If you decide to go with a professional designer or go at it alone here are some items you should consider: Decide on Design Elements Color: This is where your research and visual board will come in handy. What colors best reflect what you want people to feel when they see your brand? Check out this article by Canva on Color Symbolism. Typography style: Font is everything. Are you going with a Serif or San Serif? Are you going for big and bold or thin and light? The fonts you choose will help set the tone of your brand. Rule of thu