Key Points to Ask Yourself When Establishing Your Visual Brand

Question: How do you determine the brand for yourself?

Simply stated, branding is how we market ourselves to others.

First of all, let’s chat about what creating your brand involves. It’s important that your brand looks and feels like you, and does not compete with, but rather complements, your imagery. Ask yourself:

  • Who is your audience?
  • What do you do best?
  • Why do you do what you do? What motivates you and gives you meaning?
  • How are you different from your competitors? What makes you the best choice?

When you are creating your brand, I strongly recommend working with a designer. Good designers will ask you questions and give you pointers in order to gain a strong understanding of who you are and will turn that into your visual brand. Here is what you need to think about before developing your brand or considering a rebrand:

1. Discovery

What’s your mission and vision?

2. Personality

Create a brand personality that matches who you are and what market you are going after.

3. Typeface

If you have a modern look, you probably want to choose a san serif font where as if you are more traditional, a cursive font may work best to convey your brand.

4. Color Palette

What key colors do you respond to? I like to work with a three-color palette, with one color acting as the “active” color – the color people will click on while scrolling through your website. In my experience, palettes with two neutrals and one bold color work best. For example: grey, black and orange, or light blue, brown and orange.

5. Key Descriptors

What words best describe you? Some examples of keywords are enthusiastic, high-tech, fun, serious, traditional and modern. Ensure your branding conveys these descriptors and be sure to incorporate these keywords into your website and promotional copy.

6. Imagery and Inspiration

What inspires or motivates you? How will that be conveyed?

7. Tagline or Call to Action

Make sure both your tagline and Call to Action (CTA) are current and have clear goals for what action you want the viewer to take or what you want them to remember about you.

8. Deliverables

Which marketing items will need to incorporate your branding? Think business cards, letterhead, invoices, estimates, shipping labels, CD cover, direct mail, email promotions, electronic PDF portfolio, print portfolio, website, blog, etc.

Here’s a little sneak peek inside creating logos with Jaime Hernandez, graphic designer at Agency Access.

The Business Lab Visual Branding Photographer Diana Delucia Agency Access Logo Design resized 600

Diana DeLucia Photography

Discovery & Personality:

“Diana has a broad range of work it spans from corporate, to food, to product and environmental photography. The objective for her logo was to convey a corporate feel, yet be versatile in order to lend itself to her other specialties.”

Key Descriptors:

The logo itself is clean, respectable, elegant and approachable.

The Business Lab Visual Branding Photographer Dario Preger Agency Access Logo Design resized 600

Dario Preger

Discovery & Personality:

“For Dario’s logo, the objective was to capture his personality and work as a portrait (corporate, business, advertising and editorial) photographer.”

Key Descriptors:

The logo conveys his confident, stylish, and charming character, which can also be found in his work.

What makes these both successful is that they embody the personality, style and target audience of the photographer.

About Jennifer

Jennifer Kilberg’s unique insight into the photo industry is a result of her extensive experience and understanding of all aspects of photography since joining the industry in 1996. In 2004, Jennifer started FluidVision Inc. and has worked with a diverse international client base of photographers and illustrators of all styles and specialties. As a strong communicator, Jennifer enjoys working with all types of personalities, and her loyal client base is a testament to her ability to build long-term relationships. Jennifer has worked with Agency Access clients since 2009 in both Campaign Manager programs and other types of consultations. FluidVision

Related Articles:

1. Branding Strategies to Market Across Multiple Channels

2. Creative Collision: Branding is Everything

3. Branding, Style and Your Website

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