A Hot Take on Trends in Branding
Every industry has it’s “trends” and brand visuals are no exception. I could list out a whole host of “trending” ideas, from spreading the word “bespoke” around like it’s Nutella, to using video on every square inch of your website (which, newsflash, can bog down your site loading if you’re not careful). But there’s 1 trend that I see as more problematic than others.
Minimalism in Brand Imagery.
Now, I know what you’re thinking. “Why is minimalism so dangerous? Everyone likes a clean and uncluttered image!” And yes, I do agree with you that an uncluttered image is more pleasing to the eye. However, if you take this trend too far in your brand imagery, it can strip your business of it’s ability to stand out among your competitors, which can cost you future customers.
In fact, Warren Buffet once said, “If the reason for doing something is that everyone else is doing it, it’s not a good enough reason.” and dang, if that doesn’t make you stop and check your reasoning for following the trend.
Your job as a business owner is to help your business stand out, above the crowd, above your competitors, so you’re noticed and remembered first when your ideal client comes looking for someone to solve their problem.
If you look just like everyone else, how will you stand out?
I don’t know that I ever saw myself using the phrase “hot take”, but here we are, with my (clears throat) “Hot Take” on the use of Minimalism in Brand Imagery.
Let me start off by saying, as with everything in life, too much of a good thing can be bad. So, just like I don’t scarf down brownies for every meal and, instead limit myself to 1 every-so-often, small doses of minimalism in your brand images can actually be a really good thing.
So here are 3 questions to ask yourself and keep your love for minimalism in check and still stand out above your competitors.
Question 1: Are my Brand Colors represented in this image?
Brand Colors are just 1 part in defining your brand, but keeping them in your images is a really easy way to enjoy a trend AND keep your consistency in branding. Just like using other parts of your style guide in your images, your Brand Colors come to be known as a representation of your business. When you use them, even while taking part in the most recent trends, you maintain consistency. And, as we’ve all heard the Marketing Gurus say, “Consistency is King when it comes to building trust with your audience.” So find a pen or notebook with your brand colors and pop them in the minimalistic photo, to stay on brand and be a little trendy.
Question 2: Does this “pose” make sense for what I’m selling?
Look, I’m all for creativity in your brand images and thinking outside the box. But if you sell essential oils and you take a photo with the oils positioned next to some cooking utensils, that’s going to be a tad bit confusing to the viewer. I’m going to cock my head sideways and ask “Are you cooking with these essential oils? Is that how it reduces my stress?”. Once of the best pieces of advice I received about copy writing also holds true for brand images: “clear” beats “cute” every time. This means that you have to be sure your message is clutter-free and 100% clear to reach your audience and get them to take action. If you opt for “cute”, then it might go right over their heads, or worse, they could confuse your product with solving a different pain point and pass by on your offer all together.
Question #3: Am I bringing my true and authentic self into these Branding Photos?
Marketing Gurus tell us over and over that YOU yourself are your own secret sauce in marketing your business. When you show up, as authentically and unashamedly you, this resonates loudly with your ideal clients. Customers want to feel like they “know” your business before they decide to give you their business. Emotional connection is one of those parts of this trust and you make an emotional connection with your audience by showing them who you really are. Minimalism may encourage a clutter-free image, but it shouldn’t be an “emotion”-free image. If you laugh and joke a lot, then do this in your images. Incorporate parts of yourself, to give your potential customers a chance to get to know the real you, which is what they want anyhow.
So there you have it, three questions to ask yourself to make sure you don’t go overboard with your love of minimalism. Honestly, I ask myself these questions every time I plan a client’s branding session! We want to keep the main thing, the main thing and checking in on the process is a great way to do that.
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Till next time…
