You have your colors and typography all set, possibly even a logo, and you thought you’re now done with the branding stuff.
While that might be enough to start testing your first idea, that really doesn’t give enough of an opportunity for branding to work at full capacity.
It can do so much more to boost your business, given the chance.
Going a couple of levels deeper, and you get to dive into infusing your deeper vision into the branding. Your values, goals, your brand voice, and audience targeting.
And you have beautiful, perfectly on-brand guidelines to show for it.
But your business is not staying the same as you originally built it.
If it’s going to last past the first launch, it will evolve. It shapeshifts and grows in some areas while other parts of it will dwindle. It will grow new branches.
Good strategic branding will allow this while still staying true to your brand.
That will not happen by accident, or because the branding somehow naturally tags along.
It needs to be taken along for the ride intentionally. With strategy 😉👌.
Get ready to dive in!
I pulled out five examples of strategic ways to use branding in a way that can truly boost your business.
These aren't necessarily additional things you need to brand.
They're places where the visual branding you've already developed can work harder (but where it is often forgotten).
You’ve heard that it’s good to stay approachable.
But approachable to whom?
You can use your visual brand elements to clearly show who you’re speaking to (and who are welcome to click to the next site on their browsing sprint 😁).
The visual messaging style on your materials can be tailored to work specifically to your dream clients. Not everyone will notice all the clues, but the right people will. And they’ll appreciate you for it.
What spells approachable to your dream client?
Warmth, strictly business, a certain type of humor, level of loudness, caring, that snappy fast-paced energy …
You’re showing dedication to your right audience right from their first encounter with your business.
Your visuals should lead the way as your client moves through aaaaall the different materials you've created. So it’s not just your website that should have proper visual guidance built in.
That same helpful presence should be added wherever your client wanders. Your branded visuals are guiding people through whole funnels or how to use your PDFs, making clear what to do next in your apps, and highlighting what is important in your videos, just to name a few examples.
You’re serving people before they even think to ask.
Building this in a consistent, well-branded way makes sure your clients enjoy a good brand experience, and it will absolutely strengthen your relationship with your clients.
A well-designed Strategic Branding stretches to accommodate different types of materials and even across different services and programs you offer, without losing its essence.
The experience of being in your world supports your clients as they use different assets you have prepared for them.
There are clear threads that are easy to follow to navigate back and forth.
You are also making it easy to visually distinguish the different entities inside your ecosystem.
Even in your videos, you can highlight your brand vibe and keep people in the right mood by using transitions that fit your brand.
Tiny little thing (a bit like favicons 😉), but can strengthen your grip on the right people in just the right way.
When these are chosen or built thoughtfully, people get a stronger feel for you and your brand. When this goes wrong, it can feel gimmicky or like the editing work of someone who didn’t get the brand memo.
When you have a brand that is infused with the essence of your business, you can start using small details that only “your people” will notice.
A bit like how a group of people can develop their own slang when they spend a lot of time together, you can add the same idea to your visuals. Something that gives a little extra love to your people and creates that sense of “our group.”
It could be a graphic that pops up here and there, a certain way you highlight something in your videos (can also be something that’s edited in), or even a particular editing style. Pretty much anything that will bring those happy little sprinkles of joy to your most devoted fans when they see it.
Visual branding isn't something you create once, apply to the obvious assets, and consider finished.
A useful visual identity needs to be designed with enough depth and flexibility that you can keep applying it as the business grows and new things are created.
That’s part of making it a fully functional piece of a strategic approach in your biz.
Now, do you need to have all this
ready when you approach someone for a branding or a build?
Absolutely not!!
These are all meant to work just as examples to get your creativity going.
Deeper branding you can work on yourself (if you’re a DIYer) or something that you might want to take to your designer.
The important part: You don't need to arrive at a designer with all the answers. You need to know what you want people to feel.
That is enough of a starting point.
If someone says, “I want this to feel warm, bold, playful and a little unexpected,” or “I want people to feel calm and very well guided,” a good designer can start translating that into choices across the website, funnel, video treatment, interaction details and so on.
And yes, references help enormously when someone has them. Not because they should be copied, but because they can reveal something difficult to put into words: this is the kind of energy I mean, this interaction feels clever without being annoying, I like how this person has handled movement, this feels too corporate for me, etc.
So, please bear in mind:
The examples mentioned here are not a checklist. They're a wake-up call and a permission to think more broadly.
So...
If these five examples got your brain buzzing about what else your visual branding could be doing, that’s exactly the kind of thinking we continue inside Visual Fuel.
It’s a short mini-training designed to help you look beyond “does this look nice?” and start thinking more intentionally about how your visuals can clarify your message, guide your clients, and support their experience.
So if you’re ready to give your own visuals another look,
go grab Visual Fuel and let’s see what else they could be doing for your business 😉!
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margin-left: 0px; } #block-1773852526823 .block { border: 4px black; border-radius: 4px; padding: 0px; padding: 0px; padding-top: 15px; padding-right: 15px; padding-bottom: 15px; padding-left: 15px; } @media (min-width: 768px) { #block-1773852526823 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1773852526823 .block { padding: 0px; padding-top: 25px; padding-right: 25px; padding-bottom: 25px; padding-left: 25px; } } @media (max-width: 767px) { #block-1773852526823 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } #block-1788961620749 { padding: 0; } #block-1788961620749 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1788961620749 .block { border: 4px black; border-radius: 0px; padding: 0px; padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { #block-1788961620749 { margin-top: 100px; margin-right: 0px; margin-bottom: 0px; margin-left: -30px; } #block-1788961620749 .block { padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } @media (max-width: 767px) { #block-1788961620749 { text-align: ; } } #block-1788961620749 .block { display: flex; justify-content: flex-start; } #block-1788961620749 .image { width: 100%; overflow: hidden; border-radius: 0px; } #block-1788961620749 .image__image { width: 100%; } #block-1788961620749 .image__overlay { opacity: 0; background-color: #fff; border-radius: 0px; } #block-1788961620749 .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1788961620749 .block { display: flex; justify-content: flex-start; } #block-1788961620749 .image__overlay { opacity: 0; } #block-1788961620749 .image__overlay:hover { opacity: 1; } } #block-1788968047005 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1788968047005 .block { border: 4px black; border-radius: 4px; padding: 0px; padding: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { #block-1788968047005 { margin-top: -30px; margin-right: 0px; margin-bottom: 0px; margin-left: 25px; } #block-1788968047005 .block { padding: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } @media (max-width: 767px) { #block-1788968047005 { text-align: center; } } #block-1788968047005 .btn, [data-slick-id="1788968047005"] .block .btn { color: #ffffff; border-color: #3bbbe1; border-radius: 4px; background-color: #3bbbe1; } #block-1788968047005 .btn--outline, [data-slick-id="1788968047005"] .block .btn--outline { background: transparent; color: #3bbbe1; } .awesomecontainer { background: ; h1, h2, h3, h4, h5, h6, p, ul, li, .block-type--table table {color: ;} padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } .awesomecontainer .row { -webkit-box-align: flex-start; -ms-flex-align: flex-start; align-items: flex-start; } .awesomecontainer .row .block-type--accordion { align-self: flex-start; }
