The importance of visual identity for building a strong brand

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An Apple computer with a visible logo next to a lamp

These days, creating a brand is not so simple. Regardless of what kind of niche you’re working in, it’s not easy to ensure that you’re unique enough to stand out while simultaneously being recognizable enough to be readily apparent. If you want someone to become a loyal customer for any kind of product or service, they will need to view your brand as something familiar and friendly; they need to get a sense of your company as a positive corporate entity. And all of this is something you cannot do without a solid first impression. For that reason, we’ll take a look at the importance of visual identity for building a strong brand right here!

Boosting brand recognition

Many people who aim to strengthen their business fail in building a strong brand, mainly because they’re not fully aware of what a brand is. A common misconception is that a brand is the logo people see on billboards or websites. And that’s partially true, in the sense that a good logo will make you recognizable. However, you need to realize that your brand is the entirety of the corporate image and impression that you leave on your customers.

And building a strong visual identity means that you make that first impression strong enough to become memorable. When you think about Coca-Cola, the recognizable red label and font immediately pop into your mind. You don’t have to use your imagination because the brand is completely ingrained into our everyday culture. While reaching that level of brand awareness is hard, you should still strive to do the best you can with your own company.

But this example speaks to the importance of visual identity. There is no verbality needed to convey the essence of the Coca-Cola brand; you know what it looks like from a mile away. That’s why this visual identity is such an essential aspect of your company.

If you’re still unsure of what brand recognition entails, the condensed version would be — it is people’s ability to instantly recognize the logo, name, and other visual cues of your company without thinking.

Of course, this is still merely brand recognition. Not every person who can say what your brand is and what your company does is necessarily a buyer. However, this is how you position yourself as a niche authority, a household name superior to other companies in the same line of work. These days, your visual identity is your first stepping stone to audience engagement. And with the rise of social media and other mobile apps, this is more important than ever before.

Be in tune with your target audience

While building a strong brand, many startups and entrepreneurs make the same mistake: they realize that they need to tell a story in order to cement their brand in people’s memory, but they end up telling the wrong one. Sure, the fact that you’re making something yourself from scratch or leading a company is interesting; but that’s not what connects with the audience.

A Nike shoe on a grassy lawn
Your visual identity needs to have a proper context that resonates with the target audience!

If you want your brand to resonate with your target audience, the story needs to be about them and their connection with your product or service. Don’t mistake yourself for the protagonist of the story! Also, before you start working on your brand narrative, make sure that you utilize the full potential of today’s technology for surveys and data collection. There are countless Android and iPhone applications that will help you work on your brand.

Continuity is crucial

As your company becomes more and more established and your brand evolves, you need to remember one crucial thing. No matter what you do, the last thing you want is for a revolution in your brand’s appearance. Rather than a revolution, your visual identity must go through evolution; you need to ensure that there is a semblance of continuity between your old and newer designs.

There’s no reason to attempt to go with a completely new design. While you may like it visually, it won’t resonate well with your target audience. If the new visual identity appears alien and unrecognizable compared to the first, you won’t gain any brand value in the long run. Or rather, you will, but with a new audience, starting entirely from scratch.

A person working on brand design on a laptop with a notebook nearby
Make sure that your brand evolves with continuity

Be everywhere

We’ve already talked about how your visual identity is the first impression people have of your brand and company. However, it’s also important to remember that you need to indeed be everywhere if you want to become an easily recognizable brand. There’s no room for half-baked marketing strategies here. What you need is an all-encompassing presence. We’re talking about being everywhere, from well-optimized websites to eye-catching bus ads.

And that’s another part that might show you how important your logo design is; to be useful, this logo needs to translate well to every kind of surface where you may think of putting it. So, it needs to be something that fits equally well into your website banner and a street billboard.

A mobile banking app with a simplistic interface
Your visual identity should sit in a mobile app and a billboard with equal comfort

Wrapping Up

As you can see, there are plenty of factors contributing to the importance of visual identity for building a strong brand. Lastly, it’s also important to remember that your visual design style depends heavily on the kind of industry and niche you’re in.

You should always consult experienced marketing experts who have done plenty of branding and visual identity design before. If you manage to consult the right specialists who are an excellent fit for your brand and understand your product or service, there’s no reason why you shouldn’t become one of the leading brands in your field!

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