Visual cues attached to a trade or enterprise act as a powerful signal, as we see the world much more than we hear it or touch it. Close to half of the human brain is devoted to processing imagery. For businesses both large and small, creating a trustworthy brand communicates in one quick glance a company’s reputation and trustworthiness.
Sometimes a consumer receives those visual cues at a subliminal level, and at other times one mindfully evaluates a product or service based on the reputation connected to that logo. In either case, attaching a consistent graphic symbol to a product or service is a key step in visually communicating with your customers.
The same process translates over to the nonprofit side. Close your eyes and think of a red cross. An image of the logo for the Red Cross likely popped into your mind in an instant. For both commercial enterprises and nonprofit organizations, effective, consistent branding triggers that all-important visual association.
The benefits of consistent brand imagery for the small business or local charity are threefold. Handing out swag and fun little giveaways gives the prospect a little boost, as everyone appreciates a freebie! Giving away swag is also a great little icebreaker. And you’ll have opportunities to make eye contact and flash a smile, which could lead to a new, fruitful business relationship.
Don’t forget the power of a personal brand, too. Every business owner should purposefully cultivate a reputation in the community as a trustworthy individual — one who goes the extra mile to help others. That often proves to be the most powerful branding of all!