VBL: Unlocking the power of visual brand language

Coca-Cola’s branding is instantly recognizable. That red and white color scheme. That loopy, vintage-style typeface. We know it a mile off.

Even if their logo read “Pepsi”, we’d still be left thinking of Coca-Cola.

That’s because Coke has developed a seriously effective visual brand language (or VBL for short).

VBL encompasses the colors, shapes, images, materials, typography and composition used in a company’s graphic design. And it’s something that every brand — no matter how big or small — should be thinking about.

What does a good VBL look like?

Good VBL has two key characteristics:

1. Consistency

VBL should always be consistent.

Every time a customer comes into contact with your brand — through your website, social media, packaging, business cards, etc. — they should be presented with the same look and feel.

That means picking a font (or two) and a color palette. It means deciding on the style of any icons, illustrations and photography you’ll use.

It then means sticking to the VBL guidelines you’ve laid out, keeping everything as cohesive as possible.  

2. Emotiveness

Us humans are less logical than we like to think. And when it comes to making decisions about which brands to shop with and which products or services to buy, we’re often led by our emotions.   

That’s why good VBL makes customers feel something.

VBL should consider your brand’s personality and core values. It should then work to communicate those ideas in a way that produces an emotional reaction in your target market.

The power of good VBL

When your company VBL is consistent and emotive, it creates impact.

You communicate the same, cohesive, emotionally engaging message. And that message resonates better with your desired customer.

The result? Your business becomes more memorable. You stand out from the pack more effectively. And your buyers enjoy a better brand experience.

What’s more, the emotion behind your branding cuts through. It helps to foster a connection between your brand and the people coming across it. This makes them more likely to wander your store, visit your social media and — ultimately — make that all-important purchase.

A few easy ways to improve your VBL

Ready to dive in and get to work on your own VBL? Want to get rid of the clutter and confusion that stops customers from getting to know you better?

A couple of touchpoints often get overlooked when it comes to branding, and these are a great place to start...

Packaging

Whether you’re a food and beverage business selling quick fix cakes and coffee, or a high-end jewelry brand taking the time to wrap each piece in beautiful tissue paper, the same rule stands. You want your customers to have the right brand experience when your product is in their hand.

Skipping graphic design and VBL in your packaging is a real missed opportunity. The design, the materials used, and the functionality can all communicate your brand message and identity.

Don’t let packaging be an afterthought!

Stationery

Paper correspondence is often something we associate more with B2B brands than B2C. But any type of business can benefit from having letterheads, envelopes, business cards and other stationery that fits with their brand language.

Whether you’re printing out menus for your restaurant or adding personalized notes to packages going out to customers, think VBL!

Obviously, you need to consider the design and its consistency, but even the weight of the paper you use says something about the quality and professionalism of your brand. You want to be sure that you’re always giving off the right impression.

Freebies and promotional goods

Freebies can be an important part of a brand’s marketing strategy. Just by using or wearing your promotional goods, recipients promote your brand on your behalf!

This is another great opportunity to use VBL and tell the world about your business!

Whether you’re creating tote bags, stickers, badges, notepads, mugs, or anything else that you think will take your customers’ fancy, these freebies should fit cohesively with your brand language and messaging.

Need some help with your VBL and graphic design? 

If all this talk of VBL is making you feel a little out of your depth, we’re here to help!

Here at Street Designed we have the branding and graphic design expertise to devise your brand’s VBL — and bring it to life too. We’ll learn all about your brand during a comprehensive consultation. We’ll create a brand identity and a VBL guide for your future reference.

We can then provide mock-ups of any printed branding, so you can see what your takeaway coffee cup or packaging labels look like before the big print run takes place!

Get in touch today for a free chat about your brand and exactly how you want the world to see it.