Establishing name recognition in today’s rapidly developing markets may be challenging but is nevertheless essential. In fact, it should be the very first step in terms of branding.

Given that the internet has enabled any business anywhere to grow internationally instead of locally, companies have more competitors than ever.

Fostering Favorable Public Opinion Through PR

There are numerous tips for name recognition; the starting point should be distinguishing your brand from the industry rivals. To that end, deploying PR is recommended. In the modern times we live in, it would be a waste not to use media outlets to promote your business.

A careful strategy aimed at fostering a favorable public opinion should be set in place, adjusted, and polished as needed. PR is also in charge of crisis management, should a challenge occur.

A successful PR strategy focuses on communication and reputation and includes more than advertising. It inspires communication and learning from feedback.

Brainstorm Branding

Unlike PR, branding comprises visual components (a website, logo, and marketing materials, for example).

Visual branding is of immense importance since it is the images that make a business stand out among competitors. Think about it this way: do you know anyone unfamiliar with the Coca-Cola logo?

The right images reflect your business promise and are rooted in the brand’s story. Pick any technique you believe would best help you establish a strong brand identity; there are indeed many of these! A message can be communicated in multiple ways, after all.

Communicating Company Message

Visualizing a brand’s identity is arguably one of the trickiest subjects. Moreover, how is it done successfully?

The answer is: look for your audience’s expectations. What is it that you have to offer that resonates with them? What is the distinctive characteristic of your brand?

It is crucial to realize that times have changed tremendously since the internet emerged. The outdated visual branding relied on user-friendly, humane routines. Just recall the smiling family faces in TV commercials we kept seeing until not so long ago.

Since then, the internet has managed to create an invisible barrier that both intensifies competition and alters the rules of the game. Faced with the myriad of banners, backgrounds, logos, messages and video materials, it’s becoming increasingly difficult to humanize your brand.

Experiment With Rebranding

To be sure, rebranding is not unusual, even for large companies, but the main elements always remain intact.

Take a look at the example of the abovementioned industry giant:

Pic credit: https://www.coca-colacompany.com/

As you can see, the fonts have changed over time, but the main elements still remain. For one thing, all of Coca-Cola’s advertising campaigns feature their distinctive red color scheme.

The use of red is not accidental by any means; the bright red color triggers impulse purchases, which is the exact reason why so many brands are using it.

This example also goes to show that there’s more to visual branding than meets the eye.

Choose the Right Colors and Shapes

Colors and shapes have a power of their own. Just like brilliant red challenges people’s urge to purchase more, the light blue hue is customarily associated with happy family times.

In fact, a lot of family-oriented businesses emphasize their message by using a light blue color scheme. Take Oreo as an example: all of their advertising use their characteristic blue color scheme.

Since you can use social media to add seasonal banners, this is a huge opportunity.

Visual Branding Types

Once you’ve picked a suitable logo, it’s time to consider additional branding types. As mentioned above, there’s more to branding than just a logo.

Typical elements include:

  • Typography
  • Composition styles
  • Image styles
  • Recognizable color patterns

Knowing your audience is essential in this matter. You should choose the visuals that will appeal to your customers. For this reason, getting a second opinion is always a good idea. Brief those unfamiliar with your brand about what associations the visuals conjure.

Make sure to choose the most suitable color palette and shapes. Bear in mind that visuals need to remain consistent over time; abrupt alterations of any kind are not the best of ideas. Make sure to go with distinctive images capable of surviving necessary adjustments throughout time.

Go for Simplicity

Some of the world’s most recognizable brands feature straightforward logos. They are nonetheless recognizable for that. In fact, a simple design is easier to adapt than a complex one (e.g., consider Marvel and National Geographic).

Quality and Consistency Matter

Many businesses constantly publish content on their social media profiles, which is not recommended, for two reasons.

Firstly, visual branding shouldn’t rely on one communication channel exclusively. Secondly, quality comes before quantity. Don’t post at random just to boost your online activity. Instead, create a sustainable content strategy. Need we say that you should only post quality content?

Lastly, consistency matters. Colors, shapes and typography are inseparable from your brand’s visual identity, so it’s crucial to stick to them. If you want to add some novelty, apply a small adjustment (like Starbuck does).

An expert touch would be to design banners, logos, and headers for your social media profiles. A simple strategy is often the most efficient. Promote current offers using specific banners rather than going overboard by spamming people.

Overall, focus on PR and branding early on and do ask for a second opinion. The rest will come over time.