What Is A Brand’s Visual Identity And How Does It Impact The Brand

If we ask about your favorite brands, it is most likely that you will first get a powerful visual of the brand first, rather than the product itself. This could be anything – brand logo, a specific color associated with the brand, the brand’s ambassador, or even an unforgettable ad campaign by the brand.

So, what does this mean?

This indicates that we recognize brands from what is shown to us. In short, what we see is what we get and retain.

A brand’s visual identity is a powerful tool that communicates a lot more than we think. Here is what it is:

What is Visual Identity?

A brand can be represented in different ways- through its stakeholders, media campaigns and even by word-of-mouth. Visual identity is the visible representation of a brand that includes every element connected to the brand, which one can actually see.

These include- logo, website design, interior design of a store etc. The purpose of a visual identity is to provide information about the brand to its audience, and also create an emotional impression on everyone who comes across it.

For example, McDonald’s exhibits a strong visual identity, with its iconic arches, yellow and red color palette, and its tagline- “I’m Loving It”, that is consistent around the globe.

It is different from brand identity, which is a holistic expression of the brand including visual and non-visual elements like brand voice, core values, mission statement etc.

Elements of Visual Identity

Visual Identity helps build trust in the brand. It is the brand’s visual form of communication that helps create meaning.

There are many elements that can be used to create a strong visual identity, which when used in tandem help create an emotional connection with the audience.

The logo, color palette, typography, imagery, photography, product packaging, physical store design, billboards, communication material like flyers and brochures, digital and print ads are all elements that help create an impactful visual identity.

How to create a strong visual identity for your brand?

The first step here is to define the core of your brand- brand identity that includes values, mission statement, voice and brand tone.

Next, figure out your audience. Know their preferences and tastes, so that your brand can resonate with them. Go on to create a compelling story that will eventually attract customers.

Zero on the mediums that one can use to showcase the brand’s visual identity and stay consistent with it.

Importance of a visual identity

1. Brand awareness

A strong visual identity helps create brand awareness. People first see the brand image, when they hear or question about any brand. It is the customers’ first impression of your brand that leaves a strong impression for future references.

For example, on a mention of iPhone, one is sure to first visualize its logo of a half-bitten apple.

2. Differentiation

A powerful and unique visual identity helps in providing the extra edge while dealing with competition.

For example, in the competitive Indian beverage market, Frooti is still nailing it, with its iconic and vibrant color palette.

3. Consumer loyalty and relatability

Customers tend to be loyal to brands they know of, rely on, and are in line with their values. A consistent and well-designed visual identity helps build relatability and ease of understanding. This facilitates recall.

Every element of the Indian brand PaperBoat’s visual identity highlights relatability. Their tagline- “Drinks and Memories”, and their product packaging has white colored bottles with vibrant colors and graphics along with their communication emphasizing nostalgic moments that every Indian would relate to.

All in all, a strong visual identity goes a long way to attract customers and drive businesses forward.

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