How Visual Identity Helps Shape Your Brand Online

Standing out online is one of the best things you can do for your brand in the digital age — and that starts with understanding how visual signals resonate. Here’s the classic misconception: Your website, logo, photos, and even your systems are not your brand — your business cards are not your brand, and neither are your products or ideas. The reason clients hire you is that they trust that you’re the right person to solve their important business problem.

But, the challenge is that people are skeptical by nature — they look for patterns and seek confirmation of their intuition, proving that they are, in fact, good consumers who have good taste in things. They need social proof that you are who you say you are. That’s why past client referrals are so powerful — it’s someone’s personal reputation being used as collateral to vouch for you, virtually eliminating need to do the hard task of proving your positioning through vigorous emotional work.

But, how can we build that same caliber of trust without a glowing referral or a personal connection? If we agree that trust is the currency that’s most important in order to secure new, valuable clients, how are we meant to establish that?