Part 2 of 5
5 reasons why you need a visual identity that will go down in history.
Before getting into it, it’s important to understand: what is a visual identity and its differences with branding?
Often the terms branding and visual identity are used to define the same thing. However, there is a real difference. Your visual identity is part of your branding, which includes the entire experience of your brand. It holds the values, message and promises made to your audience. It is made up of memories and emotions that people who hear about or interact with your brand feel.
As Jeff Bezos, the creator of Amazon, says:
“Your brand is what people say about it when you’re not in the room. »
The visual identity, on the other hand, represents everything that constitutes the visual part of your brand, such as the logo, the fonts used, the colours, the photos…
Reveal the personality of your brand
If the logo is the spearhead of your brand, the visual identity is its backbone! It allows you to show your audience who you are, it partly shapes your personality through its colours, fonts and visuals. The important thing is to know your target audience and their expectations in order to know what to choose, because just the colour itself conveys a message to your audience. For example, blue inspires reliability, offers an air of freshness and encourages feelings of productivity, calmness, tranquility and confidence. Large companies that we no longer have to introduce, such as Facebook or Paypal use it for this reason.
Be easily identifiable
There is nothing better than a visual identity to affirm your uniqueness and allow your audience to recognize you. Alone, the logo hardly fulfils this role. By adding unique graphic elements to your visual identity, you strengthen and facilitate identification. With a strong enough visual identity your community will be able to recognize you without your logo and even without naming your brand. A communication campaign of a well-known fast food company is a perfect example of this. Do you know who this is?
Ensure a global and continuous experience
A well-designed visual identity creates continuity in your users’ experience, thinking about each point of contact they will have with your brand. This increases their confidence in you, which is a guarantee of your professionalism and the special attention you give to them. This way your customers feel good about you, are likely to reuse your services or products and will spread the word for you. And that is a Yahtzee!!
Make your brand memorable
The more points of contact with your audience, the more they will remember you, it’s mathematical. For example, if you send your product in a common cardboard box, later when they see that box at home (if they haven’t thrown it away yet), they probably won’t remember it was you. Now, if this box is designed according to your visual identity, it brings value to it and immediately sets you apart from other brands. Making a customer remember you, in a positive way of course, is vital for your company, this is the beginning of loyalty and as explained in the previous article “5 reasons that reveal the importance of a logo adapted to your business” it is less expensive for a company to retain its customers than to win new ones.
To summarize, building your visual identity is an important part of your branding. It allows you to communicate visually in an effective and consistent way with your audience, to make yourself unique and memorable, to give them confidence in you and even to build their loyalty. And that’s how the cookie crumbles.