Don’t judge a book by its cover?
We disagree.
Part of our work as marketers is to encourage people to judge a book by its cover. By presenting a strong and accurate visual representation of your brand, people should gain insight into who your brand is and what your values are just from the first glimpse.
But, this goes far beyond your branding identity.
From tangible touchpoints like product packaging or cleanliness, to intangible touchpoints like your consistency and visibility through your digital marketing, what your guests and customers see from your brand has the power to elevate their experience. Let’s get into it.
Physical
Visual elements and characteristics that are tangible include things like products, packaging, and print marketing, but it also includes how team members dress, the level of cleanliness in your property or store, or the elements of your display or interior design.
You don’t have to offer a physical product to provide your guests with opportunities to feast their eyes. Provide layers of visual elements that reinforce your brand, its values, and the mood or feelings you want to evoke. Is your lighting an appropriate intensity level for your guests? Do you have print materials that your customers will actually want to take home? Do your team members and employees represent the company accurately in their apparel?
Preferences and judgments will sway your audience, so understanding your ideal audience can give you guidance on how much or how little visual stimulation or appeal is just right for them.
Non-Physical
The non-tangible elements and characteristics make up some of the most flavorful ingredients in the visual marketing recipe, like branding and digital marketing, as well as how you show consistency or customer support.
For your visual identity, elements like logo, color palette, and fonts are often the first opportunity to impress and speak to your audience, so make sure they’re an accurate representation of what you want to communicate. Pictures are, as we know, worth a thousand words, so what are your photos saying? Showcasing photos or videos that feature your property or brand’s features as well as individuals from your ideal audience will reach the right people.
Having a strong presence online through your website, emails, social media, blogs, and SEO all work together to provide you with visibility so you can then connect with your guests and customers. However you strategize these touchpoints, cohesively developing the branding, voice, and knowledge for each platform will present a unified online front that visually supports each touchpoint.
Visual proof in your digital marketing of how you care for and support your guests brings your brand to life as a personal connection instead of just a business out to make a profit. Include testimonials that highlight stories of how guests and customers felt emotionally cared for or touched. In your website contact section, reassure that support is available in whatever method they prefer by displaying multiple options like phone, email, chat, or FAQs, utilizing icons or graphics that catch the eye and reinforce the messaging.
By leveraging compelling design and multifaceted evidence of customer service, your brand can foster a connection that creates a lasting impression. Not only will this enhance brand recognition and understanding, it creates loyalty, ensuring that guests and customers see your brand as an integral part of their lives.