Why Visual Identity Matters

Why Visual Identity Matters

Branding depends on visual identity, so it's important to know what makes up an identity and how to make one.

What's a visual identity?

A brand's logo, colors, website, and even the layout of its stores are all parts of its visual identity. It includes everything you can see about a business.

Many things can make up a visual identity:

  • Animations, symbols, and buttons in graphics
  • Typeface, logo, and color scheme
  • Imagery Store design
  • Packaging
  • Uniforms
  • Flyers
  • Brochures
  • Billboards
  • Print and digital ads

Creating a solid visual identity has a lot of advantages. It helps customers feel like they're a part of something, which makes 57% of them spend more.

Visuals are always the same, making it easy for people to recognize a brand across all platforms.

They can build trust in the brand by telling potential buyers about products or services.

And a well-designed visual identity can raise brand awareness and make people more likely to buy, especially since 64% of people want brands to connect with them.

Even though visual identity sounds like brand identity, it is different because it has its benefits and parts.

Brand identity vs. visual identity

If your business's brand identity is its personality, then its visual identity is how that personality is shown.  Think of a person who is outgoing and creative and is known for wearing weird clothes and jewellery.

This is their brand identity (visual identity).

Brand identity is everything that makes up the brand as a whole and gives customers the feelings they associate with your company.

It includes your values, mission statement, tone and voice, style guides, brand persona, unique value props, visual assets, and more.

Visual identity is a part of brand identity, but its focus is on how a brand is shown visually. It needs a different strategy than brand identity but still needs to fit in with the brand.

This is why marketers and branding teams are usually in charge of brand identity, and designers and creatives control visual identity.

How to Make a Brand Image

A solid visual identity shows people who you are and why they should work with you. It also helps them feel connected to your brand identity.

Follow these steps to make an eye-catching visual language, whether you're making an optical identity system for the first time or want to change it.

1. Figure out who your brand is.

Your brand identity is essential to your company's personality, shaping how it looks. If you don't have a plan for all the parts of your brand, your visual identity may lack direction and consistency.

Before you design your visual identity, ensure you know at least the bare minimum about your brands, like your values, voice and tone, persona, and mission statement.

2. Know the basic rules of design.

When you'll start your business, you have to make a logo and a website. You should get familiar with design rules. People's opinions of your brand depend significantly on how they see it, so getting the visuals right is essential.

You can learn the six elements of the design yourself, or you can hire a graphic designer to help bring your visual identity to life.

3. Think of a story.

People remember stories better than facts, so your visual identity should focus on telling a great story. People can be interested in your account if it has interesting characters and conflicts or if it reflects your values.

The key is to show rather than tell.

4. Don't change.

Consistency is easy when your business is small, and you look over every asset before it goes live. But the less likely a brand will stay consistent, the bigger it is.

It's easy to forget visual style in ads, conference decks, social media posts, and one-page sales materials. But making a brand style guide and listing the specific visual identity systems and styles can help your team combine existing visuals with new elements as the company grows.

5. Think about the medium.

Visuals look different in every medium. For example, a printed logo can look darker than it does on a screen. So it's essential to ensure the images you use to promote your brand fit the medium you're using.

A graphic designer or brand designer will know how to change visual assets for each medium so that everything, from colors and fonts to images and animations, looks the same across all channels.

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