Understand what visual identity is and how important it is to your business strategy – WAU
Visual identity is a construction of several graphic and visual elements in order to communicate to the public the concept, values and positioning of a brand in the market. Some of these brand elements are: name, logo, product packaging and more.
Everyone has a set of characteristics – from their name to aspects of personality and appearance – that make them remember and be recognized by others.
Having a well-defined identity is important not only for human beings in society, but also for brands and enterprises as a whole. After all, how to be recognized without an image?
The importance of good visual identity in the strategy of any business must be seen as a priority. When the strategy is well worked out, the process of enchantment and conversion by the clients is easier.
In cases where it is scarce or poorly developed, the reality is harsh, but direct: no one (or almost no one) will give due importance to your business.
Want to know how it happens in practice? We’ll count next!
What is visual identity?
THE visual identity is a construction of several graphic and visual elements responsible for creating an atmosphere about who the company is, what its values are and even how it sees the world and society.
Wasn’t the concept clear? So try to imagine the following situations: “Wow, whenever I see someone in a polka dot dress I remember Maria. It’s your trademark! ” or “Wow, how does Paula understand about movies. I don’t watch an award without remembering it! ”.
Think about yourself for a minute: of all your characteristics (whether physical or not), there are your favorites, which jump in the eyes of others and make you, in some way, be remembered.
Even those that are not favorites or are part of the set that forms the personality matter: you have a name and an image of your own that sets you apart from the rest.
For a brand to be equally positively recognized and, as a consequence, to succeed in its niche, it is necessary to define it and highlight your best qualities in order to make it unique and interesting.
That way, the brand will be recognized when buying and making decisions as a whole.
The set of aspects that make up the visual identity goes far beyond a business card to attract potential customers in an aesthetically superficial way: think of it as basically the “personality” of a synthesized company and exposed to the world.
Therefore, the better, more neat and understandable the strategy, the more space the brand gains in the consumer’s daily life. There are companies that work visual identity so well as to be recognized only by their colors!
Some of the main elements that make up the development of a visual identity are the logo, typography, color palette, advertising materials (flyers, posters and billboards, for example) and, more recently, elements of social networks such as images of posts, avatar and the cover.
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How important is it to a brand?
Red background with the white logo, a red ball next to a yellow-orange one, the yellow letter M applied under a red background.
If you thought about Coca-Cola, MasterCard and McDonalds without much difficulty, you have just proved that reinforcing and investing in a good visual identity are beautiful strategies for brand recognition.
If not, I’m sure I would do it extremely easily when I saw the images somewhere out there.
Proof of this was the recent action by MasterCard: after decades of signing its own name on the logo, the two circles will be the main – and unique, in most cases – components present.
The action of removing the name from the logo was a strategy adopted after realizing that the visual identity was capable of promoting a recognition rate that reached 80%. In other words: it was no longer necessary to reinforce who was MasterCard, people already knew just by looking at the graphics.
It is important to work with visual identity for several reasons, but one of the main ones is that, with it, it is possible to define in a visual, practical and “at first sight” who the company is.
Imagine if McDonalds didn’t have a logo or a defined color palette? He would probably get lost in the middle of the other fast food outlets at the beginning, missing out on the opportunity to stand out and win the hearts (and stomachs) of people around the world.
As we pointed out, no one exists without an identity, and the same works for brands.
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.
Over time, that identity will gain space in the consumer’s brain, transforming the choice process (favorable to the brand) into something almost automatic.
Think about the brands you buy without thinking twice. They, most likely, worked for years in an extremely heavy way in building a good and efficient visual identity.
Subjectively, the visual identity is responsible for generate a strong feeling of identification, trust, belonging and engagement in relation to brands. Want a better way to grow and generate sales?
Visual identity, brand and branding: what are your main differences?
The concepts of visual identity, brand and branding can generate some confusion among themselves. As much as they are within the same spectrum, their meanings are not similar and it is very important to be able to differentiate one concept from another.
THE a company’s brand is basically its logo. It is possible to unfold the word and use it with other meanings, we even did it in this post when defining a brand as a company, for example, but, in the design world, we are talking about the logo.
THE business logo is the visual representation who he is and how he wants to position himself in the market. There are more traditional, modern, bold or conservative logos, and, believe me, all the variations present in them say a lot about the company in question.
The branding is the word that defines a whole strategy and management that goes beyond the logo and visual identity.
It is the whole process of strategy development, planning and creation of concepts about who the company is, how it positions itself, how it sees the world and how it wants to talk to customers: very similar to what we talked about about visual identity . However, branding goes far beyond graphic issues.
Without a well-defined branding, it is not possible to create an identity, as it is he who dictates the brand’s premises, that is, he defines the essence that will be unfolded in visual content.
When we work with the set of visual identity, branding and brand in a strategic way, it becomes much easier to insert and establish oneself in a market spontaneously, generating loyal consumers and promoters of that product or service. Therefore, it is extremely important to invest in the shares with due attention and importance.
Now that you know the main information about the concept of visual identity, keep studying about it and take our course on Branding and Buzz!