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How can you create a visual identity that aligns with your brand's messaging?

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Your brand's messaging is the core of your communication with your audience. It reflects your values, vision, and personality, and it helps you stand out from the competition. But how can you translate your messaging into a visual identity that is consistent, memorable, and engaging? In this article, we will explore some tips and best practices to create a visual identity that aligns with your brand's messaging.

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Kirsten Back (MBA, MA)

Helping personal brand business owners get clarity on their messaging, systems & strategies to write great content that…
Jeroen Blaauw

Positionering . Pitch. Presentatie. ??

1 Define your brand attributes

Before you start designing your visual identity, you need to have a clear understanding of your brand attributes. These are the characteristics that define your brand's essence, such as your mission, vision, values, voice, tone, and personality. You can use tools like a brand persona, a brand archetype, or a brand pyramid to help you articulate your brand attributes. These will guide you in choosing the visual elements that will represent your brand, such as colors, fonts, shapes, icons, images, and logos.

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Kirsten Back (MBA, MA)

Helping personal brand business owners get clarity on their messaging, systems & strategies to write great content that grows visibility, impact & revenue | Copywriter & Brand Messaging Strategist | Corporate Dropout
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Always start your brand with clarity around the psychological aspects of your brand... - your brand statements (USP, mission, vision, values, value proposition, purpose etc.) - your brand personality (brand archetypes are a treasure trove) - your brand's stories (brand story & origin story) - your voice & style Having all this clearly written down in a branding guide, allows you to always stay on brand. And the great thing - brand archetypes give you a lot of information about your visual appearance. By understanding the personality of your brand, you can also visualise what it looks like.

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2 Choose a color palette

Color is one of the most powerful visual elements of your brand identity. It can evoke emotions, communicate messages, and create associations. To choose a color palette that aligns with your brand's messaging, you need to consider the following factors: the meaning of colors in your industry and culture, the mood and tone you want to convey, the contrast and harmony among colors, and the accessibility and readability of colors. You can use online tools like Adobe Color or Coolors to generate and test different color combinations.

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Kirsten Back (MBA, MA)

Helping personal brand business owners get clarity on their messaging, systems & strategies to write great content that grows visibility, impact & revenue | Copywriter & Brand Messaging Strategist | Corporate Dropout
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I like to align two aspects to distil your brand's colour palette: - your personal preferences (take a look around your house and in your wardrobe - you naturally choose the colours that match your personality) - your brand archetype (certain colour palettes are associated with the different archetypes. They can serve as a guide to develop your own). And then let yourself be guided by your gut feeling. Do you feel like you own those colours? Would you happily wear them to a client meeting and feel that they represent you? That's a good checkpoint to ensure that you can show up authentically and on brand.

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3 Select a typography

Typography is another essential visual element of your brand identity. It can express your brand's personality, style, and voice, as well as enhance the readability and legibility of your text. To select a typography that aligns with your brand's messaging, you need to consider the following factors: the typeface family, the font weight and size, the spacing and alignment, and the font pairing. You can use online tools like Google Fonts or Font Pair to browse and compare different fonts.

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Kirsten Back (MBA, MA)

Helping personal brand business owners get clarity on their messaging, systems & strategies to write great content that grows visibility, impact & revenue | Copywriter & Brand Messaging Strategist | Corporate Dropout
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Again - your brand archetype gives you suggestions. Cross-check these suggestions with other brands in your space. And you can also do research and search for different font combinations. Test out the fonts in a few documents on Canva and on your website. You always need to make sure that your fonts are legible.

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4 Create a logo

Your logo is the most recognizable visual element of your brand identity. It can communicate your brand's name, values, and identity, as well as create a lasting impression on your audience. To create a logo that aligns with your brand's messaging, you need to consider the following factors: the logo type, the logo shape, the logo color, and the logo scalability. You can use online tools like Canva or Logo Maker to design and customize your logo.

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Kirsten Back (MBA, MA)

Helping personal brand business owners get clarity on their messaging, systems & strategies to write great content that grows visibility, impact & revenue | Copywriter & Brand Messaging Strategist | Corporate Dropout
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Your logo flows from all the work that you have done around your brand foundations. Don't try to create your own logo but work with a good and experienced graphic designer. This designer needs to ask you heaps of questions and be willing to understand your brand. You can help that understanding by sharing your brand statements and all the branding work you have done. It also helps if you have a creative session together where you brainstorm and draw together. Bring your ideas to the table!

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5 Use images and icons

Images and icons are visual elements that can complement your brand identity. They can illustrate your brand's story, products, and services, as well as add interest and variety to your design. To use images and icons that align with your brand's messaging, you need to consider the following factors: the image and icon style, the image and icon quality, the image and icon relevance, and the image and icon consistency. You can use online tools like Unsplash or Flaticon to find and download free images and icons.

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6 Apply your visual identity

Once you have created your visual identity, you need to apply it across all your touchpoints with your audience. This includes your website, social media, email, print, and video. To apply your visual identity, you need to create a brand style guide that documents and standardizes your visual elements, such as your color palette, typography, logo, images, and icons. This will ensure that your visual identity is coherent, cohesive, and aligned with your brand's messaging.

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Kirsten Back (MBA, MA)

Helping personal brand business owners get clarity on their messaging, systems & strategies to write great content that grows visibility, impact & revenue | Copywriter & Brand Messaging Strategist | Corporate Dropout
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Make sure that you have created your branding guidelines. That allows you to always stay on brand. Not only when you outsource jobs but also when you show up online and in any other places. Adapt your social media profiles to your visual branding. Use your fonts in all your documents and if you can on your website. Pick out certain emojis and use them consistently in your social media posts. Always use your brand colours and if you can - wear clothes in your brand colours to events that matter. And when you take brand photos - wear your brand colours and ensure that you share your images on social media and not only on your website.

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7 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?

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Jeroen Blaauw

Positionering . Pitch. Presentatie. ??
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I agree with every step in this article, but something crucial is missing. Branding is not a one way street. To truly define a successful visual identity you have to consider two other factors: - What appeals to your customers - What distinguishes you from your competitors I believe that, in order to define both the visual identity and the brand's messaging the first thing to do is to define your brand's positioning. Starting your design process (creating your visual identity) without it could potentially lead to a visual identity that looks great, is perfectly in line with your brand's messaging, but fails to appeal to customers or distinguish you from your competitors.

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How can you create a visual identity that aligns with your brand's messaging?

1

2

3

4

5

6

7

1 Define your brand attributes

2 Choose a color palette

3 Select a typography

4 Create a logo

5 Use images and icons

6 Apply your visual identity

7 Here’s what else to consider

Digital Strategy

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How can you create a visual identity that aligns with your brand's messaging?

1

2

3

4

5

6

7

1 Define your brand attributes

2 Choose a color palette

3 Select a typography

4 Create a logo

5 Use images and icons

6 Apply your visual identity

7 Here’s what else to consider

Digital Strategy

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