You look at your brand’s Instagram account and chew on your pen, wondering why the pictures from other businesses pop, glitter, and whisper sweet nothings to their followers, but yours don’t. Do they have a secret sauce? Not really. They’ve figured up a branding trick so simple that even your grandma could tell the difference: bespoke icon sets. And sure, they do make you look like last season’s leftovers.
Imagine that a customer visits your website. This morning, she looked at three additional sites that were in the same business. She is yawning at stock icons. All of a sudden, yours show up custom padfolio with logo: hand-drawn, catchy, and nothing like what she’s seen before. Her thumb is in the air. She stays. Mission completed. That’s the charm of making something with soul instead than using stale templates and cookie-cutter iconography.
Let’s not beat about the bush. It’s no longer just the Fortune 500 that can personalize every visual touchpoint. Everyone is getting in on this, from nimble startups to solitary freelancers to even scrappy local companies. Just changing the icons gives the site personality and makes it stick in people’s minds longer than yesterday’s poor coffee.
Walk through Twitter. Do you notice how certain brands seem like real people? Their icons wink, poke, and almost hit you on the shoulder. That didn’t just happen. It was done on purpose. They engaged freelance designers or small studios to make icon sets just for their brand. Now, every post has a personality. People remember them now.
And here’s a little secret: It’s not always pricey. There are platforms that connect artists with businesses for icon projects that don’t cost a lot. Don’t believe the notion that you need a lot of money. Sometimes changing the standard set for personalized visuals can cost less than a pizza lunch for the whole staff.
Let’s talk about the digital elephant in the room: Yes, it takes work. Giving feedback. Making changes to sketches. But that’s how you really own anything. With a little hard work and some trial and error, your online presence will suddenly stand out. It sticks out like a peacock at a gathering with penguins.
What about being consistent? That’s the secret. Pick a style that fits with your brand voice, your company culture, and even your office dog. Make sure that all of your icons, from the headers of your newsletters to your favicon, are in harmony. People will know who you are no matter where you go.
And before Jerry in sales says, “But isn’t that just for cool brands?” —nope. Everyone wins in boring and entertaining industries. Custom visuals make things less boring. Safe and predictable aren’t something that people remember. Everyone remembers bold.
Your opponent is already using new iconography, but you’re still using Helvetica and a clip-art lightbulb. The true question is, are you ready to quit trying to fit in and start expressing own style? The time is running out. Those boring icons won’t change on their own. It’s time to get rid of the generic toolbox and get one that fits perfectly. And if you need a push? Keep in mind that luck favors the courageous and the memorable.