Building a strong brand means, a combination of:
Visibility is more than just being seen by your audience. It is about making a connection, delivering a message and creating a unique experience with visual design.
Before you start reading it is important to mention that if you need insight about your brand, competitors, and the marketplace to make the right decisions regarding visibility.
For that reason we recommend you reading about clarity and positioning
What is brand visibility?
Brand visibility is the impression that any client or customer feels when they see your brand. At that moment, individuals decide if this brand is trustworthy and how good it is compared to others.
Some may think that your brand image is controlled solely by marketing campaigns and promotions. However, most of the time this is not effective enough, resulting in a waste of brand resources.
I am sure that in the past you were looking for a product or service and you were unfamiliar with all the brands. What did you choose? Most people tend to prefer the most well designed and consistent brand, since it seems more trustworthy than the others. The same applies for professional services firms.
Professional services are different from consumer brands. Brands that sell to customers, focus their branding to their product. However, service firms have to focus on the expertise. You need your brand to look professional, trustworthy and capable to handle clients.
As you can see, brand design is more important than anything else in terms of effective visibility. Therefore, before you spend resources in promotional marketing campaigns you need to have a strong brand design, guidelines and identity.