Everyone knows—in theory—the incredible power of visual branding and design to change the perception of your business, and take it to a whole new level. We see it in the branding all around us, and it informs our own buying decisions every single day.

But what everyone doesn’t know, is the difference between design that is truly masterful and effective in doing that, and design that is flashy—but easily forgotten. And that difference is simply: CONNECTION.

We all love design that’s “impressive”—and while it’s true that flashy design will impress—it can also leave your audience cold. Because “impressive”, alone, is not memorable. And in fact, it can be downright alienating.

And why is that? Because audiences are made of people, and people are not just “impressive” either. There’s a lot more to them than that. They’re real.

We are funny creatures, us humans. We are easy to impress, but hard to genuinely connect to, because although we love bright shiny things, what we really want is something we can actually relate to—because love it or hate it—that’s how we connect.

Yes, we still want bright and shiny things, but we want bright and shiny things we can trust, and understand. The world is full of flashy design, but flashy alone is like a closed door, an elite club, or an impossible standard… we can’t see ourselves in that. We can’t feel ourselves in that. It’s not a real connection, it’s a cold encounter.

But conversely, if it doesn’t reflect stellar quality, and it attempts to connect without any flash at all, then that sends us clicking out just as quick.

That’s why truly effective branding & design has two parts:  one part VISUALLY compelling and engaging + one part EMOTIONALLY compelling and engaging, and what that equals is = an instant gut level connection. And the reason that’s important is because a FELT connection is a MEMORABLE connection.

So visual branding’s true power is in the ability of the designer to strike that careful balance… to both impress and inspire your customers to new heights, coaxing them out of their comfort zones, and giving them a taste of what’s to come when they choose you… while at the same time conveying a timeless strength of character, and genuine warmth, letting them know—in the blink of an eye—that you are someone they can trust with their money.

A strong visual brand is the first piece of the puzzle in marketing, it’s ground zero for getting your audience to care enough to read a single word you’ve worked so hard writing.

All the quality and value in the world will simply not be apparent to your viewers just by telling them how great you are… you have to SHOW them. They have to see it and feel it through your visual presence from the moment they land on your page. Because that’s what gets them to bother reading more. Your branding is already telling a story about you, before you’ve said anything at all.

The truth is we trust what we can see for ourselves, and a beautifully designed visual presence tells your viewers, without saying a word, that you’re someone to be taken seriously—because you’ve clearly invested in the quality of your experience, and so their OWN experience with you, is sure to be the same. 

All of these impressions happen in the blink of an eye… that is the power of design. It engages a gut level reaction in a matter of seconds—before any pitch has been delivered.

What this takes is someone who understands all this, as well as someone with a genuine understanding of how people think, feel and connect. It requires someone with the talent and skill to create a visual environment that not only appeals to an audience, but appeals specifically to YOUR AUDIENCE.

It requires someone who can get out of their own way… and by that I mean, not design for their own tastes and inclinations, or their own desire to do the newest flashiest thing, but to thoughtfully consider and design for YOU, and your specific audience’s needs, wants and dreams.

So whomever you choose to do your website, branding and design… just make sure you choose someone who understands all this, and who strikes a gut level chord with your OWN needs, wants and dreams.

But, I know, it’s a jungle out there! Who can you really trust? What do you really need? What things should you be looking for exactly? If you’re not sure where to start, I’ve got just the thing: click below and access my free Ultimate Branding Checklist, a super easy list of must-have’s to make sure you get the design help that’s right for YOU » 

For over 16 years I’ve been guiding brilliant business owners just like you in all things branding and design —  my clients have been featured in prestigious publications such as: Conde Naste, Travel & Leisure, Real Simple, O Magazine, The New York Times Bestseller list, Forbes Traveler, Good Morning America, the Apple iTunes Featured Artists bars & many more — so I’ve learned a thing or two about what it takes, and I’ve put together this checklist for you to use, on the house…

And get started finding design (and a designer) you truly LOVE, because the power of visual branding isn’t just in its ability to change your audience’s perception of you, it’s in its ability to change your OWN perception of you, and your business, which in turn inspires and empowers YOU to new heights… enabling you to realize your own goals and dreams in the months and years ahead of you!