Developing a cohesive visual brand identity should directly speak to your audience and how you want to be perceived by that audience. Visual cues within your typography, color palette and logo variations tell a visitor exactly how to feel about your brand. So stop and ask yourself, “does my brand communicate to my target audience how they should feel about who we are as a company and what we do to help them as a customer or client?”
Developing a cohesive visual brand identity that works across platforms from traditional (yet necessary) business cards to social media marketing, your brand must be consistent in not just look but feel.
Whether or not you realize it, your audience is always defining your brand, and if the visual you’re displaying across your digital and print collateral doesn’t match what your company stands for, it will mostly confuse your audience or turn them off completely.