Creating a Visual Brand
Well, well, well. Look who’s blogging! In our abundant spare time between photography, styling, editing, recipe development, and who knows what else, we realized that we have a LOT to say about visual branding and why it’s so important. So much that we needed to blog about it.
We’re dying to tell you all about product photography, how to style correctly for your brand, and even how to pick the perfect props, but before we do that, we thought it might be a good idea to start at square one and talk about how to create a visual brand.
Here at Four Course Media, we love working with brands to help them determine their brand’s visual identity and how to incorporate that into brand photography. In fact, that’s what inspired our entire philosophy around working with brands. We’re often asked why it’s important to have a visual brand, and as we enter into a brand new year, here’s what we think.
In 2020, life really shifted online. We saw a frantic rush to update company websites, get online POS systems up and running, and upgrade shipping capabilities. And it's a good thing that rush happened — a year later, we're still living life from inside our homes. Instead of idly reading the paper menu of your favorite restaurant while enjoying a cocktail from the bar, you're scrolling through an Instagram post to see what the restaurant is offering for delivery that week. Instead of browsing through the supermarket aisles, you're browsing an online cart from your grocery delivery company.
At Four Course, we were surprised when we noticed our food and beverage clients continuing to book shoots and ask for content as many businesses were cutting down on marketing budgets. That is, until we realized that they were just meeting a need. Even as restaurants sat empty and supermarkets were functioning with reduced capacity, buyers turned to social media, spending time and money shopping online. Companies needed (and still need) content for social media to keep loyal customers and engage with new ones — all through their phones.
In 2021, we're predicting a renewed focus on social-first branding. We'll see companies that have a smart, fresh social presence take the spotlight away from brands still doing things the old-fashioned way. Companies that are able to balance in-store and online marketing will dominate the market, so watch for young brands to get creative as they tackle the challenge of marketing to a world that's changing (again). That’s why you need to make sure your visual brand is cohesive and strong.
What is a brand?
A brand is anything that identifies or differentiates you from your competition. It’s your name, your tagline, your logo, your packaging, your visual brand, and more, all rolled into one. And it should be distinctive, memorable, and impactful. After all, it’s what makes you YOU.
Why is visual branding important for a business?
A visual brand is (usually) one of the first touch points that customers have with your brand. They stumble upon your social media feed. They spot your product on the shelf at Whole Foods. They see a billboard you put up on Main Street. Whether an ad, a photograph, your packaging, or your logo, they’re seeing a piece of information they’re going to associate with your product.
When you have a consistent, well-established visual brand, you build credibility and reputation. And when you do that, you build customer loyalty and sales numbers. Win, win, win.
How do you brand a food business?
There are three elements you need to incorporate into branding for your food business:
Brand Personality: A brand’s personality are the human traits used to discuss a brand. Identifying your brand personality helps you determine the voice and style you should adopt to discuss your brand.
Brand Archetype: An archetype is a universally recognized character with certain qualities. You can learn more about the different archetypes here.
Visual Branding: A visual brand is made up of the colors, styles, and imagery you use to promote or describe your product.
Hear us out: identifying your personality, archetype, and visual brand should drive your branding. Every post you write, every photo you share, and every interaction you have with customers should rely on this brand. Why? Because these personality traits and archetypes signal what value your customers see in you and how they’re being served by you, making them more likely to spend money on your product.
What is a visual strategy?
A visual strategy is the master plan behind all of the visual aspects of your brand. It should drive marketing campaigns, packaging design, logo usage, and all other parts of your brand’s visual expression.
How can I figure out my brand’s visual identity?
You can do a lot of research on your own OR you can take our quiz here. Still have questions? Want to talk more? Email us at hello [at] fourcoursemedia.com.