One of my favorite parts of branding & web design is defining a visual direction. In my Brand Strategy process, I spend a lot of time gathering information and ideas from my clients, so that I can pare it all down into a purposeful visual direction for their brand.
Not everybody is in a place to work with a professional designer though, which is why I think it’s vital that you understand how to create a visual direction for your own business.
Today I want to remove the feelings of overwhelm when it comes to your brand visuals. It can be impactful and FUN when we break it down into a few steps.
When working with clients & guiding others through this process, I’ve found a really easy to follow, 3 step process. These three steps help you find clarity and direction for your brand, so you know where to go moving forward.
First step in finding a visual direction, is getting clear on your soul-aligned client
Before you can even think about a visual direction for your brand, you have to know who you’re speaking to. Finding clarity about your dreamy clients can simplify and streamline everything in your business. Dig deep into who they are and what they love so that you can connect with them in a more meaningful way.
An easy way to do this is thinking of your favorite client to date. Here are some questions to consider.
What was it that you loved so much about that experience?
Why did your client love the experience?
What did you provide that was important to your client?
Were there circumstances, personality traits or other defining qualities that made this client stand apart from others?
Next, find visual inspiration for your new brand
Once you know WHO you’re speaking to, it’s time to build a visual “language” for your brand. It’s easy to feel like there are too many styles, colors and directions to choose from, but here is a tip so you can narrow in on visuals that you know will resonate with your Soul-Aligned Clients.
Define your brand emotions first, and gather inspiration that fits.
I’ve been firsthand how emotions play a role in branding, so much so that I built a quiz all about Finding Your Brand’s Emotional Archetype — aka what is the core emotion that you use to connect with clients in your business.
When gathering inspiration for your brand’s visual direction, it’s all too easy to get sidetracked by the trends, what others are doing, and even your own personal taste. But none of these things will help you connect with that soul-aligned client.
Instead, keep in mind how you want your client to FEEL when working with you, and use those emotion words to guide your inspiration.
Need a little guidance? Color plays a big part in this and I have a whole post that breaks down the psychology of colors — go ahead and read that!
The last step is to create a moodboard & finalize your visual direction
Once you’ve gathered your inspiration, the last step is organizing & defining your brand visuals! Look through everything you’ve gathered and find patterns: in color, tone, fonts, graphic style. What are you drawn to over and over? This is the start of your visual direction!
From here, it’s a matter of narrowing down your ideas and getting specific. If you know your way around Adobe Illustrator, you can even create a logo or a few graphics for your brand. If not, just getting clear on a color palette, fonts and photography style for your brand is an amazing start.
Once you have a purposeful visual direction for your brand, soul-aligned clients will be drawn to your business, where you can then connect with them on a deeper level.
If you thought this blog post was helpful, I go into even more detail in my new masterclass. I break down my exact strategy and process for branding your business so that you can confidently step into your purpose & consistently attract dreamy clients. Register here!