How do you manage a brand's visual identity on multiple media channels?

1 Define your brand strategy

Before you start designing or updating your visual identity, you need to have a clear brand strategy that guides your decisions. Your brand strategy should include your brand vision, mission, values, positioning, voice, tone, and personality. These elements will help you define your brand story, your unique selling proposition, and your value proposition. Your brand strategy will also help you identify your target audience, their needs, preferences, and behaviors, and how you can connect with them emotionally and rationally.

2 Create a visual identity system

A visual identity system is a set of guidelines and rules that define how your brand elements are used and applied across different media channels. Your visual identity system should include your logo, color palette, typography, imagery, icons, graphics, and other visual elements that represent your brand. Your visual identity system should also specify how these elements are combined, aligned, scaled, and adapted for different formats, sizes, and contexts. A visual identity system will help you create a consistent and recognizable brand identity that conveys your brand message and values.

3 Choose the right media channels

Not all media channels are created equal. Different media channels have different purposes, audiences, and formats. You need to choose the media channels that best suit your brand goals, your target market, and your budget. You also need to consider how your visual identity will work on each media channel, and what adjustments or variations you need to make. For example, you may need to use different logo versions, colors, fonts, or images for print, web, social media, or video. You may also need to create different content types, such as blog posts, infographics, podcasts, or webinars, to showcase your brand identity and value.

4 Test and optimize your visual identity

Your visual identity is not a static or fixed thing. It's a dynamic and evolving thing that needs to be tested and optimized regularly. You need to measure and evaluate how your visual identity performs on different media channels, and how it resonates with your audience. You can use various tools and methods, such as surveys, feedback forms, analytics, heat maps, or A/B testing, to collect and analyze data on your visual identity. You can use this data to identify what works and what doesn't, and make improvements or changes accordingly.

5 Update and refresh your visual identity

Your visual identity should reflect your brand's current state and direction, as well as the changing needs and expectations of your audience. You need to update and refresh your visual identity periodically to keep it relevant, engaging, and appealing. You don't have to change your visual identity completely every time, but you can make subtle or minor tweaks or modifications to keep it fresh and modern. For example, you can update your color scheme, font, or imagery to match the latest trends, or you can add new elements or features to enhance your brand identity and value.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?