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Lesson 4.

Visual elements to tell your story

The rule of thumb for developing particular visual elements for your business includes three parts:

Your visual language should be practical for both online and offline communication channels. Digital communication embraces interfaces (website and its mobile version), banners, promotion activities ranging pages, images, and illustrations for your social media pages and possible blog posts.

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The real-life experience is a bit of a different story, but it’s not less important. The information is perceived differently than on web. The contact time differs a lot. If your branding will be displayed on vehicles, people will need to identify it from various distances, angles, by day and night, whether it’s raining or slushy outside.

Let’s begin from the online version of your company.

App icon

An app icon is the face of your business. On one hand, it should be appealing to the potential customer. On the other hand, it has to tell about the very essence of your services. There are some “musts” for a good app icon.

Vehicle branding

First of all, you will have to decide if vehicle branding is something you want. Vehicles come in all sizes and shapes. Consider all possible regulations of how they can be branded and all peculiarities of branding a vehicle of a certain type and color.

Vehicle branding helps raising the recognizability of your fleet among the competitors. It will also help to make the business presence in your area really visible for the customers. You may use your company colors or plant the logo everywhere. However, in case you’re going to expand your fleet regularly and rapidly, the expenses for branding it should be kept minimal.

Other formats

There’s a plenty of other opportunities to use your brand language. Consider suits of your drivers for instance. Most clients trust taxi companies more when the drivers are dressed neatly — and recognizable.

You will definitely need to adapt your brand language to online: think of the banners, Facebook pictures, photos and texts you place on social media and your website. Same with offline communication: souvenirs you give your customers, billboards, posters, using branded production when participating in local events, branding referral coupons…

Uber: https://www.instagram.com/p/CI5Zg6sBpaG/  https://www.instagram.com/p/ByZji4tAwsf/ 

Lyft: https://www.instagram.com/p/BWqsUkpHtEN/ https://www.instagram.com/p/B6vuMl6ngRO/

An integrate style will help you differ from other peer-to-peer companies on all these channels.

No matter what formats you choose for expressing your brand identity, stay consistent, recognizable and clear. People will love your business 💛

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