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The Power of Visuals When Building Your Business Image

Thursday 24 October 2024

In the business world, the adage “a picture is worth a thousand words” carries immense weight. This idiom is particularly relevant for women entrepreneurs looking to make their mark in Northern Ireland’s competitive and thriving business environment, trying to stand out from their competitors and make a lasting impression.

Visual representation and content help businesses of all shapes and sizes speak to their real and potential customers, commanding attention and convincing clients and customers that they are worth their time and investment. Visual content is sacrosanct when building a modern, relatable and effective brand and image.

Women leaders navigating an increasingly visual world will find the strategic use of imagery immeasurably valuable when building a robust brand identity and business image. Let’s explore how they can be utilised to elevate small businesses in Belfast from their competitors and create more tangible, meaningful connections to their audiences.

The visual revolution in business

The human brain can process images at much quicker speeds than text, with 90% of the information transmitted to our brains being visual. The cognitive preference for visual content like videos, graphics, photographs, infographics and so on has profound implications for how brands communicate with their audience. 

It takes only 13 milliseconds for the brain to process an image. Furthermore, people remember more of what they see compared to what they hear. Coupling this with the statistic that 44% of consumers prefer short videos over lengthy text-rich content, it’s no wonder why women leaders are taking notice. 

Harnessing the power of visual imagery isn’t simply a matter of keeping up with trends and consumer preferences, it’s about communicating your brand’s story, values, and services in a way that resonates and fosters an emotional connection with your audience.

Creating a strong visual brand identity

Developing a unique, distinctive visual brand identity is integral to setting your business apart in a crowded and cutthroat marketplace. 

Here are some vital elements to consider:

Logo design: your logo is often the most noticeable and memorable visual element that potential customers spot.

Colour palette: choose colours that convey the right emotions associated with your brand while appealing to your target demographic. For example, use green colours to represent eco-friendly values and sustainability.

Typography: select fonts and graphics that are legible and align with your brand personality. Use bolder and straighter text for more corporate brands, while colourful and cartoon-esque fonts would be ideal for those working with parents of children, for example.

Imagery style: Photography, illustrations and a mixture of both can reinforce brand recognition and maintain consistency across marketing materials. High-resolution, well-lit, and vibrant photos and illustrations are vital, while using professional portrait lighting can enhance headshots to reinforce connections. Often customers prefer liaising with someone, rather than a faceless brand, so this is worth considering.

Working with visual designers with proven experience building brands will be an effective and cost-efficient first step in setting your business apart from the crowd. They can develop a set of branding and visual elements that can be used consistently at all touchpoints - across a range of marketing channels - which collectively reinforce the reliability and professionalism of your brand. For women entrepreneurs in Northern Ireland, this consistency can be a powerful asset in establishing credibility and standing out, particularly in male-dominated industries.

Maximising visuals for customer engagement

Here are some ideas for brand-enhancing visuals for use across a range of marketing channels:

Social media graphics and branded templates can be used to create streams of visual posts to increase customer engagement and brand awareness.

• Infographics present complex data or processes in an easily understandable format, which is particularly handy for businesses in technical or B2B fields.
• Informative, engaging and interactive video content boosts engagement across your website and social media channels. Examples include behind-the-scenes (BtS) footage, product demos, or customer case studies.
• User-generated content provides authentic visual and trust-building benefits to your products or services being used.
• Businesses in retail, e-commerce or services can take advantage of augmented and virtual reality (VR) to provide immersive experiences for your customers.

Visual storytelling for emotional audience connections

Creating visuals in a streamlined and consistent way allows you to tell your brand’s story in any way you desire. Visual storytelling is a marketing phenomenon that is pivotal towards creating meaningful long-term connections with your audience.

Use visuals to craft your own business narrative, perhaps its journey from inception to its current position. With the right visual content in tow, your brand will be more humanised and relatable, which can inspire more women business owners in Northern Ireland to take that plunge into a vibrant, fulfilling community.

Highlight the people behind your business to add a personal touch and help bring your customers closer to them. Similarly, take time to create visual testimonials and case studies of your products or services in action and how they have made a difference to your customers, which can also do wonders for making your brand desirable and relatable. 

You can also leverage visuals like photography, infographics, and videos to demonstrate the work you are doing in support of your broader brand values and business goals. This could be a social or environmental incentive, and adding visuals that tell that story could illustrate how seriously you are taking these objectives and what you are doing to achieve them.

Empower your business today

As a woman entrepreneur in Northern Ireland, you might face unique challenges in implementing a robust visual strategy.

Budget constraints, time and resource limitations, and scaling your business at the same time can all prove to be obstacles. Preparation and methodical execution will be key to you reaping the full benefits of brand visuals that add value. Logistically speaking, if you are limited to what you can feasibly do, don’t feel compelled to do everything all at once. 

Consider using free or budget-friendly tools if you can’t get access to professional design services. Also, take the time to develop a flexible and adjustable content calendar to ensure a consistent and logical flow of content without overwhelming your schedule, and ensure that it aligns with your business activity.

Fundamentally, it’s important to not lose sight of the bigger picture: ensuring your visuals authentically represent your brand and personality. Rushing and making hasty decisions will mean that they are ultimately not as effective as they can be. Your visual strategy should be a true reflection of your business and the unique perspectives and insights you bring as a woman entrepreneur in Northern Ireland.

As you embark on this learning journey, consider joining Women in Business NI for access to networking events, resources, webinars and programmes that can further support your visual branding and wider business growth. Visit our membership page to learn more about how we can help you in your entrepreneurial journey.

Thursday 24 October 2024