Today, more and more, we reside in a visual environment. From the "MTV Generation" to today's obsession with the world-wide-web, getting noticed is all about having visuals - graphics, colors, logos, images, fonts and much more. The old proverb that a picture tells 1000 words has never been more true than it is today. Your business must form a visual bond in the minds of consumers or it takes the chance of being overlooked and elipsed by companies that have been able to make a visual impact.
Guess who does not do a great job at visual marketing? You might be shocked because their product is something that strongly sells on sight and visual presence - real estate agents. All too frequently, real estate branding looks just the same because agents nearly always use the identical branding that their franchise uses. These agents are wishfully thinking that personality and reputation will set them apart, but if their customer has not met them yet, how do they ever know what it is that makes that agent different from the rest? The successful agent is the one who exercises the power of visual marketing and learns what to do to set apart themselves from the ocean of lookalikes.
Visual marketing can be as easy as a color, a design, a theme or possibly a font. When people see it, they automatically think of you. Truly good visual marketing is when they do not have to see the entire picture - just a fraction of it leads them to recognise you instantly. For example, the primary colors of Google's logo - blue, red, yellow, green. Take those colors and prepare them as squares in the same color pattern with no indication of lettering and most people will still think about Google's brand. The concept is so simple and strong that it survives even outside the context of their search page.
Who else does a great job of visual marketing? McDonald's. Their visual marketing package is complete from the design of their restaurants, the color of their employee's uniforms, to their smiling mascot and his gang. When you see their golden arches emblem, you instantly think about their business, their product, and the atmosphere that they project. That is their brand. Starbucks has done a terrific job with their visual marketing. It doesn't matter what town you are in, when you see their brand, the recognition lights go on in your head and you think of coffee. Their visual marketing efforts tell a story to you of what you may expect when you engage with that company.
A common myth of visual marketing is that it must be a surprisingly striking image. True - that does not hurt - but it doesn't have to be the best and not even the most attractive. It simply needs to be out there, consistent and different for it to have traction in the minds of shoppers.
So take some time and ask yourself, "What is it about my business that makes me visually stand out?" Think about it for a moment and forget the fact that you may not be the largest employer in the town. Do not be forgotten by your potential customers. Learn the way to think and market visually.
Guess who does not do a great job at visual marketing? You might be shocked because their product is something that strongly sells on sight and visual presence - real estate agents. All too frequently, real estate branding looks just the same because agents nearly always use the identical branding that their franchise uses. These agents are wishfully thinking that personality and reputation will set them apart, but if their customer has not met them yet, how do they ever know what it is that makes that agent different from the rest? The successful agent is the one who exercises the power of visual marketing and learns what to do to set apart themselves from the ocean of lookalikes.
Visual marketing can be as easy as a color, a design, a theme or possibly a font. When people see it, they automatically think of you. Truly good visual marketing is when they do not have to see the entire picture - just a fraction of it leads them to recognise you instantly. For example, the primary colors of Google's logo - blue, red, yellow, green. Take those colors and prepare them as squares in the same color pattern with no indication of lettering and most people will still think about Google's brand. The concept is so simple and strong that it survives even outside the context of their search page.
Who else does a great job of visual marketing? McDonald's. Their visual marketing package is complete from the design of their restaurants, the color of their employee's uniforms, to their smiling mascot and his gang. When you see their golden arches emblem, you instantly think about their business, their product, and the atmosphere that they project. That is their brand. Starbucks has done a terrific job with their visual marketing. It doesn't matter what town you are in, when you see their brand, the recognition lights go on in your head and you think of coffee. Their visual marketing efforts tell a story to you of what you may expect when you engage with that company.
A common myth of visual marketing is that it must be a surprisingly striking image. True - that does not hurt - but it doesn't have to be the best and not even the most attractive. It simply needs to be out there, consistent and different for it to have traction in the minds of shoppers.
So take some time and ask yourself, "What is it about my business that makes me visually stand out?" Think about it for a moment and forget the fact that you may not be the largest employer in the town. Do not be forgotten by your potential customers. Learn the way to think and market visually.
About the Author:
The founding partner of The Lones Group, Denise Lones brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, real estate branding development and real estate coaching , Denise is nationally recognised as the go-to for all things "real estate."
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