We all have characteristics that make us recognizable and different from other people. Our name, where we came from and the place in which we are inserted, our personality, physical aspects etc. form our identity, they define who we are and how others see us.
Like us, brands also have an identity. And, as in humans, the brand identity is influenced by several factors and says a lot about a company.
What we talk about in this article:
- What is identity and visual identity?
- Why should your brand have a well-defined visual identity?
- How to create the visual identity of your company?
What is identity and visual identity?
Identity is a set of characteristics that form people, animals, objects, concepts, brands, etc. and differentiate them from each other. Thus, identity can be associated with something unique and exclusive, also related to our perception of ourselves.
Identity is formed throughout life by unconscious processes generated by various stimuli, not being something conceived at birth or creation, although it also suffers from genetic influences.
Because we are constantly under the action of external agents, identities are also constantly changing.
Speaking specifically about brand identity, we can summarize it in a company’s mission and values, encompassing a series of elements such as logos, product design, services offered, and several other items that concern the brand and the way that people see it.
To follow its purpose, the identity of the brands must be unique and must be in accordance with the interests of its target audience, as people consume brands in which they can identify themselves.
Your brand must bring together a series of visual and physical elements that convey the desired impression to customers and potential customers, show them who you are, be original and make your solutions visible on the market.
Visual identity is a construction of graphic and visual elements that aim to communicate to the public a concept, the values, and the positioning of a brand, how it sees the world and how it acts in society. Your identity.
The logo, fonts chosen, shapes and the colour palette used by the brand are some of the elements of its visual identity.
To help you see in practice, take a look at the visual identity elements we created for helloNira:
Why should your brand have a well-defined visual identity?
Well, assuming that nothing or nobody exists without an identity, it is better if you take the time to think about it and build something solid, that reflects the company’s values and attracts your target audience, instead of an inconsistent visual identity that does not convey the desired message.
Visual identity leads to the recognition and value of a brand: the greater the presence of elements in someone’s life, the greater the feeling of closeness and even the need for the products or services offered.
There are several reasons for having a well-defined visual identity. One of the main ones is the identification of the brand by the public at first sight. Elements that will make a company differentiate from others just by looking at it.
A well-defined visual identity makes people recognize a brand when they see its typography and colours, even if its logo and name are not present. Does this happen to you in relation to any brand?
Think of McDonald’s, e.g. It is one of many fast-food restaurants in the U.S. If it didn’t have its logo and colour palette so well defined, it would probably go unnoticed at first and would not have the chance to stand out and spread all over the world, winning thousands of customers wherever it goes.
Check out some of the main benefits of having a well-defined visual identity:
- Recognition: over time, the brand is easily recognized.
- Positioning: identity is used to position yourself, bringing your brand closer to the right audience and sending the right message.
- Trust: the visual identity conveys confidence and belonging.
- Permanence: long life for those who manage to transmit their values and generate identification.
- Profitability: the effect on sales is a consequence.
If well structured, the visual identity creates identification, transmits confidence, and engages consumers, making the selection process automatic over time, as it is kept in the consumer’s memory.
Is there a better way to generate sales?
Also read: How much a website costs
How to create the visual identity of your company?
Now, we propose an exercise: how are your posts on social media? Do you think your target audience knows who you are before they even see that the post was made by your profile?
A number of factors are involved in creating the visual identity, such as:
- Company culture
- Market positioning
- Target audience
So that the concepts do not deviate during the creation process, start with the briefing. By writing down what you want for this project on a piece of paper, you can constantly check and make sure that it will not end up going out of your objective.
The development of the brand’s aesthetics brings together technical data, analyzes, specifications and all kinds of information that will become a reference for the creation of any other product that will carry the name of your organization.
Another important factor is to use identity in a coherent way in all elements and also in all its applications. This means that the message must be the same on the logo, on the business card, on the facade of the establishment, website, graphic materials, etc.
Finally, so that the elements created do not suffer interference, it is essential to create a technical document called the visual identity manual or simply brand manual, which establishes criteria for use each item, what can and cannot be changed, where to apply each element, etc.
The main users of this document will be the members of the design team, but it is useful at times for everyone who disseminates the company’s brand and values, as in business contacts.
Yes, the process is complex. There are a lot of things to take into account, even more if we think about everything that is at stake. So, knowing the basic and asking for help from a qualified professional is always a good choice.
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