Have you seen a color, text, or image and immediately thought of a brand’s visual identity?
We always remember the characteristics that we see from a brand subconsciously. The images, colors, and writings will associate our memories with the brands we’ve seen.
This phenomenon occurs when a brand has a solid visual identity. The goals of developing a visual identity are to create an emotional impression of the brand, inform the audience about the brand’s product or service, and unify various aspects of the business through a consistent visual display.
But, what makes visual identity so crucial for a brand? See the explanation below.
Visual identity expresses your brand’s uniqueness
Visual identity consists of all images and information that expresses a brand’s identity and differentiates it from other brands. It is everything that can be seen by the audience physically. It includes the logo, typography, colors, and all the physical assets of a brand.
The audience will perceive what they see about a brand in the branding process. A brand can use a visual identity as a characteristic to be easily remembered by the audience.
But, it would be best to consider these three essential elements to create a solid brand’s identity. What are those?
The logo becomes a symbol you will display on all your business assets. Therefore, your logo must be easy to understand for the audience to form an emotional bond and knowledge about your brand.
Choosing your brand’s font, diction, and language style, whether on social media, websites, or print media, is a unique feature for the audience. For instance, some brands have a formal, relaxed, and quirky language style.
- Photos, drawings, and illustrations
Using visual forms determines how the audience perceives your brand. Selecting photos, images, and illustrations can be essential so that the audience quickly remembers your brand.
But nowadays, many business owners still make mistakes when creating an identity for a brand. Therefore, follow these guides to avoid mistakes when communicating your brand’s visual identity.
Avoid the mistakes in creating your brand’s identity
In a dynamic era where many new things are emerging, you must create a brand with unique characteristics but still provide solutions to the audience’s problems.
When facing these challenges, business owners and graphic designers often make mistakes. Not to mention if the business seems hurriedly established or even exposed to cases of plagiarism. That’s why you must be careful not to make mistakes when creating your brand’s identity.
Don’t make your brand’s visual identity complicated or too wide
Your brand must have a clear and structured plan, so you can thoroughly determine the goals of the business you are running. An excessively complicated brand’s identity is the start of another mistake. It’s the same when the identity you create is too general. You will lose the chance to convey your brand’s message and generate misinterpretation to the audience.
Your brand’s visual identity doesn’t match the audience’s needs
Connecting with the right audience is critical for brands. Everything your brand communicates should target your ideal customer’s needs, wants, and desires. Don’t forget to consistently do at least 5W + 1H research before running a business and create an on-point visual.
Not using social media to showcase the brand identity
We live in the era of the internet of things. You must use this fast-paced flow of information to spread brand identity through social media, websites, and other online channels. Build a strong brand character so that people will immediately understand when they see your content through their social media channels.
Inconsistent when making upgrades
It is very natural to happen when brand upgrades to keep up with the times. However, you should note that the consistency of using shapes, colors, and writing is critical when you want to upgrade your brand. Don’t let the audience forget your brand because you create an entirely different new identity.
Use a tremendous visual identity to captivate the customers
You already understand what mistakes often occur when creating a visual identity for a brand. But, you must remember that it plays a vital role as the face of your business.
1. Visual Identity sets you apart from other brands
The outcome of a distinctive and recognizable visual identity distinguishes your brands and prompts difference. As a result, your company will stand out in the market and your customers’ perceptions. That means your brand is collateral, cohesive, and successfully portrays the identity.
2. Visual identity makes it easy for your audience to connect
It will be much simpler for your target market to relate to your brand if they find it appealing and straightforward to understand. In addition, you may picture your visual identity representing your brand and inspiring a more individualized experience. Thus, creating an identity that accentuates your brand will help you and your target audience communicate more effectively.
3. Visual identity forms a loyal audience for your brand
Consistency is crucial when it comes to your visual identity. A trustworthy customer experience will be supported by maintaining a consistent visual identity, eventually encouraging brand loyalty. In addition, a well-known and firmly entrenched identity will support growth as your brand changes over time. Finally, a stable identity base will offer familiarity and avoid customer misunderstanding even if your visible identity changes.
So, have you understood all the guidelines before optimizing the visual identity you will apply to all your brand assets? If you are sure, this is the time to create a unique visual. Don’t forget to follow the directions to maximize the power of your brand’s visual!