Everyone in the world has a set of characteristics — their name or aspects of individuality and appearance — that make them unique and recognizable by others.
Having a well-defined identity is important not only for human beings in society, but also for brands and companies in general. After all, how to be recognized without an image?
The importance of a good visual identity in the strategy of any business should be considered a priority. When the strategy is well crafted, the process of enchantment and conversion by customers 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 your business the importance that you expect.
Do you want to know how it happens in practice? We will tell you next!
What is visual identity?
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 the world and society look from their perspective.
Concept not clear? Well, try to imagine the following situations: “Incredible! Every time I see someone in a dotted dress, I remember Maria. It’s her trademark!” Or “Wow, Juan knows a hell of a lot about movies, I don’t go to an award show without remembering it!”.
Think about yourself for a minute: of all your features (whether physical or not), there are your favorites, which jump out at the eyes of others and make you, in some way, memorable.
Likewise, those characteristics that are not favorites or are part of the set that forms the way of being are important: you have a name and your own image that distinguishes you from the rest.
For a brand to be equally positively recognized and, as a consequence, to be successful in its niche, it is necessary define it and highlight its best qualities to make it unique and interesting.
In this way, your brand will be recognized at the time of purchase and decision making as a whole.
The set of aspects that make up the visual identity goes far beyond a business card to attract customers in an aesthetically superficial way: think of it, basically, as the “individuality” of a company synthesized and exposed to the world.
Therefore, the better, clearer and more understandable the strategy, the more space the brand gains in the daily life of the consumer.
There are companies that work visual identity so well that they are only recognized by their colors!
Some of the main elements that make up the development of a visual identity are the logo, the typography, its color palette, promotional materials (flyers, posters and billboards, for example) and, more recently, elements of social networks such as images. of publications, avatar and the cover.
How important is this concept for a brand?
Red background with white logoa red ball next to a yellow-orange onethe applied yellow letter M under a red background.
if you thought about Coca Cola, MasterCard Y McDonald’s Without much difficulty, I just proved that reinforcing and investing in a good visual identity are incredible strategies for brand recognition.
If not, I’m sure I’d make it extremely easy when I saw the pictures somewhere.
Proof of this was the recent move by MasterCard: after decades of signing their own name to the logo, the two circles will be the main — and only, in most cases — components present.
The action of changing the company logo it was a strategy adopted after realizing that the visual identity was capable of promoting a recognition rate that reached 80%.
That is to say: it was no longer necessary to reinforce who MasterCard was, people already knew it simply by looking at the graphs.
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 who the company is in a visual, practical and “at first glance” way.
Imagine if McDonald’s didn’t have a defined logo or color palette?
You would probably get lost in the midst of the other Fast Food establishments at first, missing out on the opportunity to stand out and win the hearts (and stomachs) of people all over the world.
As we have already said, no one exists without an identity, and the same goes for brands.
The visual identity leads to the recognition and value of a brand: the greater the presence of elements in a person’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 selection process (favorable to the brand) into something almost automatic.
Think about the brands you buy without thinking twice. Most likely, they have been working extremely hard for years on building a good and efficient visual identity.
Subjectively, visual identity is responsible for generate a strong feeling of identification, trust, belonging and commitment As for the brands. Do you want a better way to grow and generate sales?
Visual identity, brand and Branding: what are their main differences?
The concepts of visual identity, brand and branding They can cause some confusion with each other.
As much as they are within the same spectrum, their meanings are not synonymous and it is very important to be able to differentiate one concept from another.
The brand (or brand, in English) of a company 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 we define a brand as a company, for example, but, in the world of design, we are talking about the logo.
An logo of a business is a visual representation of who it is and how it wants to position itself 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.
But, branding is the word that defines an entire strategy and management, that goes beyond the logo and visual identity.
It is, the whole process of developing strategies, planning and creating concepts about who the company is, how it is positioned, how it sees the world and how it wants to talk to customers: very similar to what we talk about visual identity. However, the brand goes far beyond graphic problems.
Without a well-defined brand, it is not possible to create an identity, since it is the brand that dictates the premises of the brand, that is, it defines the essence that will be displayed in the visual content.
When we work with the set of visual identity, branding and branding in a strategic way, it becomes much easier to insert and establish oneself in a market spontaneously, generating loyal consumers and loyal promoters of that product or service.
Therefore, it is extremely important to invest in stocks with due care and importance.
Now that you know the main concepts of visual identity, a spectrum that shares a lot with branding, how about learning everything about it once and for all? Download our free ebook on Branding!
Download it for free and start applying the concepts to your brand development