These are 3 visual branding steps for your customer's acquisition and retention

When it comes to visual branding, small business owners often think that having a great product or service with satisfied customers is enough to make the business run. While this might be useful, investing in visual branding and design will make all the difference if you try to promote and grow your business.

In addition, there are many studies that emphasize the importance of visual branding. According to Adobe, 59% chose a good design-based business, and 45% paid more for products or services. Another study found that companies that invest in design achieve returns of 125% of this investment.

With a hundred other things on a business owner's plate, it might be very difficult to understand all this - not to mention a structured design plan for your brand.

Below, we divide the process into three actionable steps that not only make it easy for you to get started, but also maintain strong, customer-friendly visual branding in the long run.

Step 1: Set language and visual guidelines

If you are unfamiliar with graphic design, you should outsource this section. Before you start looking for a salesperson or freelancer, take a moment to set your desired brand attributes: How do you imagine your brand? Are you dynamic and fast? Whimsical and ethereal? Trustworthy and humane? By writing detailed descriptions, you can explain exactly what your brand looks and feels like. It's also a good idea to give concrete examples - create a mood board with branding that you like.

Now that you know what you want, it's time to find a freelancer. Ask your network for recommendations for proven designers. You can also visit various websites that list freelance designers. Remember that you get what you pay for: Experienced designers cost more, but you'll probably get exactly what you want.

Which assets do small businesses need at least?
Although there is no consistent answer, this list gives you a framework to work with:

-Your corporate logo in multiple formats: square, horizontal, negative (ie, if you want to place it against a dark background)
-Guidelines: A breakdown of how your brand uses fonts, colors, images, and more.
-Marketing Materials: The actual asset bank depends on your business and marketing needs. However, you should at least have a website layout, a social media presence and everything you would use in your daily work, such as envelopes, brochures or PDFs, bill templates, business cards, etc.
-Bonus: 63% of the browser sessions take place on the mobile phone. So check all your branding items on the small screen.

Step 2: Create a harmonious presence online (and offline!)

Now that you've brought your imagery to life, it's time to apply it to whatever your brand represents. Indisputably, the most important brand image today is your website. Half of the small businesses still do not have an alarming website, as 97% of consumers start their search online before buying locally. This is a trend that you must not miss in the truest sense of the word.

A visually appealing website with a branded URL creates trust, brand preference and helps you beat your competitors. Customers will probably perceive your products and services as top-quality if the experience surrounding the product is flawless. Thankfully, creating your own website is easy and affordable nowadays. Learn about your options to find a solution that best suits your website needs.

Look at your other online channels after your home base, the website, is up and running. Social media is particularly important for small businesses as it focuses on individuals (you, the business owner) and local communities. Boosting your social profiles with branded videos is a winning combination for attracting businesses. Make sure each channel looks the same - from cover art to profile imagery with your brand logo - even your Instagram feed or pinterest boards should follow your visual mood.

If your business is offline, like a brick-and-mortar store, make sure it matches your brand. Window decals, signs, shopping bags, catalogs, posters - even work clothes - are all excellent brand elements. One more thing to keep in mind: Link your website and social channels through appropriate store items. This helps you retain customers by turning your brand upside down.

Step 3: Stay consistent

Now that you have established brands on various channels, continue to work well. You might be tempted to "just do something" if you need to make new material for the conference or print leaflets at the last minute. However, it is useful to be your own brand police. A good way to ensure consistency is for your design agency to document your brand guidelines so that you can easily interpret your brand for people who are new to the brand.

From time to time, follow in your typical customer's footsteps: Place your printed material next to the computer and arrange your digital material and social media accounts on the screen. The aim is to create a visual impact that moves through assets and channels, telling the story of your brand and your product.