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Brands are like people. They have personalities. They talk and look certain ways. Would you rather give your money to A) someone who presents as sloppy and inconsistent? Or B) someone put together, competent, and thoughtful?
Most people would choose person B. The impression your farm or food brand makes is no different. Attract more customers and connect with them more meaningfully when you put some effort into having thoughtful, put-together branding.
Branding is complex, but when it comes to visuals, there are two main factors that will make or break your quality and allure: fonts and image choices.
Branding Cheat code #1: High-quality fonts
One of the fastest ways to elevate your brand is with good fonts. Standard, stock, or brand-inappropriate fonts instantly scream “amateur!” while professional-quality fonts scream, well, “professional”. And, you don’t have to pay a ton of money to have good fonts, although investing in them can be more than worthwhile.
It’s important that the font you choose matches the personality of your brand. As a business, are you more friendly or serious? Youthful or academic? Bold or dainty? Matching the weight (how bold or light the font looks) and style of your main font to the personality of your brand helps communicate your message visually and makes you more memorable to customers.
Before: This generic font does nothing to communicate the brand’s personality
After: This font is way more fun to look at and conveys the feminine, fun essence of the brand.
Google Fonts has lots of free fonts available that go beyond the usual, but proceed with caution—there’s lots of bad mixed in with the good. If you’re not interested in design, choosing fonts is one area where we highly recommend working with a designer to find the best.
Branding Cheat code #2: High-quality photos
Want to make a good impression? Use better photos. (Here’s how to take better photographs for your business using just your phone.)
These graphics have the same information in the same font, but the one on the right has a much more interesting photo. It’s the only change, and it makes a big difference.
Your photos should always be in-focus and well-lit.
Even slightly blurry photos are hard to look at, so make sure any image you use is crisp and in-focus.
As for lighting, try to avoid photos taken in bright sun (for example, the cow on the left). Photos taken in the morning or evening are almost always better (like the image on the right).
Composition matters, too. More unique and interesting photos create a more unique and interesting brand.
It may seem like yet another item on your endless to-do list, but taking the time to choose and use high quality fonts and images can make all the difference in branding. You know that you’re a put-together, thoughtful company, but can your audience tell?