Brand visualisation is the term marketers use to create a single image, or "visual", which tells the story of your brand. Brand visualisation is not the same as logo design, although a powerful logo may have some elements of visualisation in it. Rather, brand visualisation involves combining several design elements into one powerful image that describes who you are, who your target audience is and what the core principles of your brand are.

How is Your Brand Seen?

Around 60% of us are visual learners. This means that we learn better when we are shown, rather than told, what is important to a brand. It's easy to say that "we put quality first" or "our brand is youthful", but those words mean little to the average consumer if they are not backed up by the way that the brand saying them presents itself.

One common mistake made by even the biggest brands is a failure to be clear and consistent in their marketing. For example, when Microsoft launched Windows 8, they did not make it easy for consumers to understand the differences between Windows 8, Windows Phone 8 and Windows RT. To many consumers, Windows is Windows and this caused confusion and frustration for people who purchased a device running the wrong version of Windows. While the Windows example is more one of product placement than branding, it shows how even multinational companies can get things wrong.

Another example of poor brand visualisation is Electronic Arts. The gaming company is best known for making entertainment products for the core market, but they also cater to casual gamers. Their Pogo brand is not marketed as well as their main EA brand, and this means that they are losing out on a lot of brand recognition which could serve them well in the core/casual crossover market on mobile devices.

Be Clear and Consistent

If you want your brand to become a household name, even just locally, then you must think about how your brand is seen both online and offline. Your website is an essential part of your brand, and a well-designed website with strong brand visualisations will help to secure your brand message in the minds of your customers. In addition to using your website to spread your brand visualisations, consider using Pinterest, Instagram and other image-sharing websites to spread your message.

When we are learning a new skill, it takes several repetitions for us to truly understand and remember the things we have been taught. The same is true for absorbing marketing. It takes repeated exposure to a brand name, and its message, for us to remember that brand. For this reason, brand visualisation campaigns should be consistent and run for a period of several weeks or months.

A Strong Local Message

Online marketing is a powerful tool, even for local branding. At Sussex Websites we have a lot of experience in working with Sussex-based companies to build powerful, robust websites with clear and polished branding. We work with companies of all sizes, and leverage a range of digital marketing techniques to help brands achieve their full potential.