In this article, I intend to introduce you to how to design and build a brand’s visual identity. First, I will review the difference between logo and brand. The logo is not the same as the brand! A logo is a small part of a brand’s overall visual identity. A logo is only a small step for branding. Logo and brand are often confused, but what makes a brand a “brand” is when it is more than a trade mark.
Therefore, visual brand identity is part of the branding process that builds your brand personality. If you want to have a distinct brand for yourself or your business in this crowded market, you must be familiar with the concept of brand identity and how to create a visual brand identity.
What is brand identity?
Brand identity includes your values, how you communicate, your graphic designs, etc. It can be said that the brand identity is the personality of your business and the promise you make to your customers. Brand identity is all the elements that the audience sees, such as colors, designs, and logos, that distinguish you from competitors.
Why is visual brand identity important?
A good visual identity can help you in advertising and introducing your products to the audience. It can be your most valuable asset. Indeed, you can’t put a price on visual identity, but you can estimate how much you need to spend to build a successful brand.
Let me explain the problem with a better example. We all know the Nike brand, one of the most famous clothing brands in the world. If we remove the Nike logo from the shoes, will it affect the comfort and quality of the shoes? For sure! No. But can we sell these shoes at the same price as before?! So the Nike logo gives a hidden value to the shoes that we will be able to create only by branding.
Create a brand visual identity
1- Know your audience, market and your brand
First, you need to see who your audience is. You cannot treat everyone the same. For example, if your audience is teenagers and young people, you cannot treat them like adults. Then determine what features your business has that your competitors don’t have and can’t offer.
In the next step, you should clarify what your goals and vision are for your business (except financial issues). Brands attract people who share the same values. Then see how your personality should be according to your goals, audience and products. What tone should you have? How to talk to your audience?
2- Design a logo and template
Graphic designs are your brand ambassadors. It has already been said that the logo is not the whole of your brand, but it is an important and vital part of your brand. Your audience recognizes you from your logo.
Create templates for social media posts, emails, cards, etc. You should use the same colors, font and tone in all these formats. Of course, you can be a little flexible, but it should not be in a way that damages your visual identity.
3- Follow these important points
- Do not imitate competitors. You have to stand out from them.
- Your messages should be consistent both visually and linguistically.
- Don’t follow trends that don’t match your brand.
- Try to use similar formats both online and offline.
4- Check the visual identity of your brand
Visual identities are constantly being tested and changed to be up-to-date and maximize efficiency. You also need to see how well the visual identity you created can meet your needs. What are its problems and how can it be improved?
In the end, I must say that creating a brand visual identity is one of the first steps in building a brand, but one of the most important, so try to take the first step correctly to create a unique brand. Hooraphic team will help you to go through these steps easily and safely.
source: Hooraphic studio
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