Attracting customers is a challenge small businesses face on a regular basis, and competition makes it even harder to retain customers. So how do you overcome these challenges and grow your business? The first step is to identify the problem, and generally the most common culprit among many small businesses is a weak visual brand identity. Your brand identity greatly influences how your customers view your business, therefore it is important to invest the time and resources into creating one that cultivates positive perceptions and encourages engagement.
Related: Why Small Businesses Need Strong Logos
What is a Visual Brand Identity?
A visual brand identity is the consistent application of design style and mood to all of your brand elements. In other words, it is the look and feel of everything that presents your business to customers: logo, brochures, packaging, advertising, signage, stationary, social media images, website, videos, etc.
Most small businesses attempt to create a visual brand identity on their own and shy away from hiring professionals. Or they may seek for “cheap” design options. While that may get their business going in the beginning, it will not achieve the optimum results a professional designer can. Without expert guidance small businesses miss out on the growth potential a well thought-out brand identity can bring and even risk using something that generates negative perceptions among potential customers.
How Does a Professional Visual Brand Identity Help Small Businesses?
1. Instill Credibility by making good impressions
Ninety-four percent of first impressions are influenced by design. Thus your visual brand identity plays an important role in how your customers perceive the quality and value of your business. A good visual brand identity makes your business look well-established and reputable. Customers are more likely to engage a trustworthy brand.
2. Boost Memorability through consistent branding
Just like repetition helps with memory retention, a consistent brand identity helps your business become more memorable. Whether it is a brochure, website, email, or social media, a consistent visual brand identity will create a more memorable customer experience.
3. Make your business Stand Out from the competition
Every business faces competition, and in order to increase customer retention your business must stand out. A strong brand identity communicates your differentiating factors and lets potential customers know the value your business offers and why they should pick you over the competition.
4. Promote Conversion of new customers
A good visual brand identity not only makes customers view your business in a positive way, it also helps convince and persuade them to engage your brand. When a business is perceived as trustworthy and reputable, it is more likely to convert potential customers into paying customers.
5. Create Longevity by developing repeat customers
A solid visual brand identity instills credibility, boosts memorability, differentiates your business, and converts customers. These are all fundamental in the creation of repeat customers. A professional visual brand identity creates business longevity by increasing customer retention and also has design longevity to save you money.
Related: 5 Benefits of Video Marketing for Your Small Business.
What Should Small Businesses Do?
In order to overcome the common challenges of attracting and retaining customers, small businesses need to realize the importance of a robust visual brand identity and how it influences the public’s perception of their business. Then, they must enlist the expertise and skills of a professional to develop an effective identity. Search for professional graphic designers and evaluate their portfolios. Request quotes or consultations from those whose portfolios appeal to you the most, as they are a great indicator of what they can deliver. Hiring a pro to develop your visual brand identity will be one of the smartest investments you will make for your business.
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