Visual Appeal - a Key Brand Element (Strategy)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today we are discussing importance making your brand look great.

The city of San Antonio is running an advertising campaign that makes their community look wonderful and inviting. The appealing visual images are exciting, depict people have a great time and create very positive impressions about the San Antonio brand. They understand that physical evidence or visual cues are one of 7Ps of Marketing and that powerful imagery builds a strong brand in the minds of target customers. 

In addition, San Antonio has done an exemplary job integrating video, print and social media marketing. The look and feel of each type of media is consistent and tied together with the same visual cue.

Is your company creating appealing visuals across all aspects of that brand that will enhance its stature and likeability similar to San Antonio?

What your customers see about your brand is one aspect of physical evidence. It includes such aspects as your logo, the design of your website and the graphics used in promotional material. It also relates to the physical appearance of your storefront or office and the clothing styles or uniforms worn by employees. Even correspondence with a customer is part of physical evidence. That proposal you prepare to bid on future work should look great as should the invoice sent after the project is complete.

Strategically review all visual aspects of your brand and ask yourself if there is a way to enhance the physical appearance. Remember you never have a second chance to make a first impression and what customers see representing your brand sets the tone for future engagement.

Lastly, don’t forget about delivering on the brand promise. All those positive images are creating expectations on the part of your customers!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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