The composition is one of the most important factors of graphic design, especially when using pre-determine materials or brand elements.
The most obvious aspect of your brand is the visual presentation that you are portraying, so it’s only natural that you put a lot of thought into the graphics you use in all your communications. The logo is probably the first thing that comes into mind when companies think about their brand. However, branding with graphics goes beyond your logo as you can use graphics in a variety of ways to engage and make an impression with your target audience.
You have to first come from the perspective that the brand is perceived image and emotional response that a company has with the audience. Once you understand that, it becomes clear that the logo and the brand message isn’t enough to communicate what needs to be said. By tying in images that represent what customers can expect from doing business with your company, the target audience will get a clearer picture of who you are as a brand and what can be expected from you.
But as you know, branding becomes far more complicated due to competition. If using the same kind of imagery and presentation as competitors, relegate your company as being no different from the rest. And thus, it becomes crucial for you to create a unique identity around your brand using visuals. You need to use a color scheme that is uniquely yours, a unique font, design style, layout, and anything else that makes it evident that your audience is dealing with your company.
Graphics should also be used effectively in all the communications that you have with your audience. Whether you’re using marketing promotions, emails, digital documents, billboards, online videos, or catalogs, you need to use the channel to make an impact with your brand. How much emphasis is being placed will depend on your goals and what the status quo of your branding campaign is.
Branding is a multifaceted, multilayered process that aims at establishing lasting engagement with the audience.
For example, a more established company may want to focus on reminding the audience of the unique benefits of the brand. In contrast, the new kid on the block will want to get attention and build authority from an unaware audience. For established companies, graphics may also need to be redone if the goal is to rebrand the company due to changes in the marketplace or industry.
It’s always a good idea to have many different iterations of images and graphic design ready. It’s smarter to try out your best ideas by testing how the target audience responds to each presentation over a long period. You can always feel like an idea is a cut above the others, but you’ll never be sure until you track and analyze the results.
In summary, you need to make sure that your images and graphic design are a big part of what you are trying to communicate with your brand. Graphics can be used in all communications. Your presentations should ensure that your unique identity is being conveyed to stand out from the competition.