How does your visual identity reflect your brand’s identity?

In today’s competitive market, it is crucial for a business to differentiate itself from the plethora of businesses out there. One effective way to achieve this is by developing a unique visual identity that sets your business apart from the rest, so that you can stay relevant and not get left behind.

Visual identity: What is it?

A brand’s visual identity is made up of graphic elements that are created exclusively for that brand, making it visually recognizable.

This identity is built upon the brand’s values, mission, vision, value proposition, ultimately conveying the brand’s personality and positioning it in the desired market, attracting interested customers. By developing a visual identity that aligns with the brand’s identity, it creates an image that matches what the brand represents.

Developing a Visual Identity

Developing a visual identity involves creating graphic materials such as the logo, color scheme, typography, art direction and semiotics that are applied consistently across all communication channels, so that, visually, everything is coherent and there is an intuitive recognition of the brand, in all formats.

For example, if your company is positioned in a more institutional and formal field, and targets a more corporate public, the visual identity will be more sophisticated, with attention to details that highlight the brand’s identity, both in the meanings that the colors have, and in the typeface to be used, whether you choose uppercase, lowercase, or a mix of both.

All elements contribute to building the brand identity.

Consistency is Key

Even if you have an active presence on several communication channels, if your brand’s message is inconsistent, it won’t be able to reach its target.

The tone and image must align with the brand — the visual identity — so that, regardless of the campaign or action taking place, the brand will always be recognized. This consistency helps create the brand personality, with its own characteristics and behaviors, just like a person.