5 Questions To Ask To Hone Your Brand Aesthetic

In the digital age, organizations need to remember that your audience doesn’t just hear your message, they see it too. Brand aesthetic is a vital element of brand identity that often goes overlooked. An image that speaks to your audience can make all the difference between a user clicking on your content or scrolling on by. Here are the questions you should be asking to make sure you tell your story right.

1. Who is my target audience?

Whether you’re trying to reach members of Congress, executives or consumers, you need to use imagery that resonates with your viewers. Ask yourself: does my audience stick to tradition or think outside the box? What types of images will speak to them?

2. How do I want my audience to feel about my brand?

Are you positioning yourself as a reliable thought leader or a creative disruptor? Every color, font and image brings out certain reactions in its viewer. Show your audience that you stick to tradition with a serif font. Add a creative edge to your aesthetic with a lemon accent color. Every detail contributes to your brand narrative.

3. What’s my message?

Remind yourself of the story you are trying to tell. Are you educating or inspiring? Proving your value to prospective partners or asking someone to advocate for an issue? Whatever your narrative may be, your design aesthetic needs to underscore it.

4. How am I ensuring cohesion?

Ultimately, you want your audience to recognize your brand without even seeing your logo. Brand cohesion is key to achieving that level of recognition. Create a style guide and stick to it.

5. Am I thinking practically?

Once you select a logo, color or font you have to stick to it. Make sure you choose design elements that are easy for you to replicate and for your audience to read.