Why is Your Brand Visual Identity Important to Your Business?
In the realm of branding, what you see is what you get. At the very least, this is how prospective buyers will feel. They’ll have no reason to trust a visually unappealing brand and it’s up to the brand to build that type of trust. The visual identity of a brand is “what you see” in branding.
Visual identity refers to how you use the visual parts of your brand to affect perception and make an impact. Because they do not convey words, images are a strong method of communication. They are more compelling because they communicate on a raw, emotional level. However, with enormous communication power comes great responsibility: you’ll want to be extra careful not to convey any wrong message.
Visual identity is extremely important for the brand and its business. Before going into the importance of the visual identity, let’s take an in depth look at what the visual identity of a brand is and what are the components of it.
What is Visual Identity?
All of the visuals and graphical information that conveys who a brand is and distinguishes it from the competition is referred to as visual identity. In other terms, it refers to everything that buyers may see, from a store’s logo to its interior design.
Visual identity often leads to the creation of a brand style guide, which outlines how the brand should be visually portrayed at all times and in all situations.
Visual identity serves the following purposes:
- To have an emotional impact on the audience
- To educate people about the brand and the services/products it offers
- To use uniform images to integrate the many distinct components of a company
Essential elements of Visual Identity
The visual identity of a company is simply its visual language. As a result, its separate aspects serve as the building blocks for the messenger to establish meaning, just like words do. We’ll take a look at the many pieces that join together to produce a unified visual identity in this section.
Graphics
Graphics are drawn or created image elements in the context of visual identity. They may be as basic as forms and shapes—consider how a Lego block or a Coca-Cola bottle have unique outlines that represent their individual businesses. They may also be more complicated, such a logo, icons, or even full-scale images or animations.
Typography
The form or design of the text you use in your branding is known as typography. There are numerous distinct sorts of typefaces, each with its own impact on the spectator, including varying degrees of readability. You should think about a wordmark for your logo, a headline font, and a body copy font when it comes to visual identity (which should be the most legible).
Color scheme
Color is used to define a brand via a system of extremely particular colours, tones, and tints (usually no more than three colors are advised). This implies that shiraz and seafoam are used instead of red and green. Colors, when utilized effectively, may elicit some of the strongest emotional reactions in the spectator.
Imagery
Imagery refers to photography and video assets, as well as any spokespersons who serve as the brand’s “live image” in advertising. Designers must pick just those photos that are most indicative of the brand’s personality and, most significantly, its consumers when it comes to visual identity.
Because consumers sympathize with faces and naturally want to see themselves mirrored in the brands they consume, imagery is the aspect most closely tied to the target customer.
Physical Assets
The tangible things that contribute to a brand’s visual identity are known as physical assets. This may not apply to companies that don’t have a physical presence, and even among enterprises that do, the form of these assets will differ. However, since this is a crucial aspect of physical brand visual identity, it is worth discussing.
Now that we know what is visual identity of a brand and what elements constitutes them, let’s take a look at why visual identity is important for your business.
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Importance of Visual Identity for your Business
Visual identity is very important for a brand and the business as well for the following reasons,
- Establish trust between your target audience of prospective or current customers and the service you deliver.
- Brand Visibility is the process of creating a visual identity and phrase that is simple to recall and associate with your service in the minds of followers, particularly on social media.
- Make your visual identity a stand-alone strategy in your electronic marketing and sales process for your services.
- Make your brand identity stand out by using a combination of colors, typefaces, and designs to pique customers’ interest in your offering.
Lastly, visual identity can give you a leverage over the competition, if you can put it together properly. A well planned and executed visual identity can carry your brand to success.