Need to refresh your visual brand – but you’re afraid of messing with it? Here’s how to stay consistent while also remaining fresh.
Do you ever find yourself stuck in this position?
You want to create some fresh, new content to reinvigorate your brand and draw more eyes to your marketing. Maybe your engagement has been dropping, or you have a lot riding on an upcoming marketing campaign.
However, all the marketing experts in your world keep telling you the same thing: “Stay consistent with your branding! Don’t change your colors, fonts, etc.”
You know they’re right, but you also need something that’s going to catch people’s attention.
So what do you do?
Don’t worry – we’ve got a creative answer to this age-old marketing debate.
Let’s dive in.
What’s A Visual Brand?
A visual brand is pretty self-explanatory – it includes all the visual elements of your brand. That means: websites, logos, photos, videos, social media posts, marketing materials, print marketing and more. Each piece of visual content contributes to your brand.
The goal of each piece of branded content is to remind your audience who you are, what you stand for, and what problems you can solve for them.
That’s why each piece of content should be easily recognizable as your brand.
The Importance Of Consistency
Perhaps the most important element of a visual brand is consistency. Why? In the marketing world, there’s a common saying that your brand has to appear in front of a potential customer about 12 times before they’ve built up enough brand recognition and trust to make a purchase with you.
Well, let’s say you set up a powerful marketing campaign that uses a combination of email newsletters, social media posts and print mailers to achieve those 12 brand touchpoints. Great job! Right? Here’s the catch – if each marketing piece isn’t consistent enough to be immediately recognizable as your brand, then that touchpoint doesn’t really count.
That is precisely why consistency is so crucial when it comes to marketing your visual brand and attracting new customers.
How To Refresh Your Visual Brand
If consistency is that important, however, then how do you create marketing that’s also fresh enough to catch your audience’s attention?
As brands, we’re in a constant fight to capture the attention of our audience every single day. When you post a new promotion on Instagram, for example, you’re competing with all the other accounts your audience follows. And one of the things that helps win their attention is fresh content that looks new and different.
So how do you create something fresh and new, while staying consistent?
Well, it’s all about finding the balance. First of all, we suggest working with a branding expert who can help you figure out which elements to keep consistent – such as your core brand colors and fonts – and which elements to play with. This can be quite the balancing act, so we always suggest a professional opinion.
From a photography and video standpoint, however, we’ve got a few ideas.
The Benefits Of A Cityscape Session
When it comes to photography, we have a solution for images that are perfectly branded – while also being freshly updated. It’s our Cityscape Professional Portrait Session!
This special on-location marketing shoot is designed to help you create the fun, professional content you need to support your brand. It’s also the perfect way to remain consistent while creating something new. Here’s why:
At SchlickArt, we help support your brand with every detail in our traditional in-studio Professional Portraits Session. We help you choose the right color of clothing and backdrops, and we even help you choose the poses and expressions that best suit your brand messaging. By the time your images are done, they are perfectly branded to you. These images are your foundation.
With our Cityscapes session, however, you can change your background – without changing anything else about your brand. You are still perfectly branded, from your clothing down to your expression. Only your backdrop changes, adding an element that’s visually new and different.
That’s how you strike the balance to create content that’s both consistent and fresh – in one piece of visual content.
Need to freshen up your marketing videos? Apply the same principle, and simply change the location. If you normally shoot your videos in our studio, try an on-location shoot at your offices. The new setting might be just what you need to capture more views for your next big promotion – without confusing or diluting your visual brand.
Refresh Your Visual Brand With SchlickArt
At SchlickArt, we offer more than photography and video services to the Santa Clarita area and beyond. We do our best to provide our clients with marketing expertise and direction every chance we get. We know you need your images and video to help grow your business — that’s why you invest in them, and that’s why we do, too. Please take a minute to search through our blogs to find the visual marketing information that will help your business, or give us a call. We’re happy to help!
About SchlickArt Photography and Video
SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.