5 Key Elements of Your Brand’s Visual Identity

5 Key Elements of Your Brand’s Visual Identity How to use the 5 key elements of your brand’s visual identity to create a strong brand that resonates with your audience and builds recognition.

Your brand’s visual identity is an integral and inextricable part of your overarching brand identity. Along with your unique tone of voice, messaging, and brand values, visuals are going to influence the public’s perception of your company, shape your every marketing and advertising strategy, and greatly influence your customer acquisition and retention rates.

Quite simply, it pays off to invest time and effort into building a strong visual presence.

Developing a strong brand strategy is essential for the long-term growth of your business, but it’s important to note that a strategy can only be effective if all brand elements are present. With that in mind, let’s take a closer look at the key elements of your brand’s visual identity and how you can use them to create a brand that will echo throughout the industry.

1. Your color scheme

Color, typography, and logo design – these are the three primary elements of your visual identity. But there is much more to it than that. For now, though, let’s focus on the color scheme that will set the foundation of your visual identity in the hopes of influencing the public’s perception of your brand. Most importantly, it will evoke certain emotions, so you need to make sure that you’re using the right combination of hues.

The colors you choose will need to complement your brand’s personality and values in order to strengthen your messaging and make your website and business in general that much more appealing to the observer. Don’t just use the colors that you like as a brand creator, but instead be sure to research the best practices in the industry and choose hues that correspond with your niche, the work you do, and the emotions you’re hoping to evoke.

2. Your logo and slogan

The slogan usually sits somewhere around the logo (although it doesn’t have to), so let’s address these two at the same time. Your logo is the face of your brand, so it’s imperative that it portrays all of your brand’s values and personality traits in order to a) make a lasting impression on your potential and existing customers, and b) evoke positive emotions such as trust, positivity, and loyalty. To achieve all of this and leverage your logo to promote your new company effectively, you will need to invest in a designer who knows the industry and more importantly, knows what your brand is all about.

As for the slogan, nobody would blame you for thinking that this is a part of your content strategy, and it can be, but its proximity to the focal elements make it an integral part of your visual identity. With that in mind, it’s important that your slogan completes the visual messaging of your logo in wording, color, and typography.

3. Consistency across online and offline channels

Before we move on to typography as a part of your visual identity, let’s take a moment to address the problem of brand consistency.

In essence, one of the most important elements of a winning visual identity is not the visual elements themselves, but how your brand strategy ensures that they are consistent across the online and offline realms. This is a problem that Australian business leaders have managed to overcome in recent years, so take note.

In the Land Down Under, entrepreneurs and brand builders need to create a symbiosis of online and offline branding in order to set their brands apart in the overly-competitive market. With the help of their designers, they leverage professional printing in Eastwood and other business hubs around the country to transport their visual identity from the digital to the offline world, and ensure that their brand’s visual identity is consistent across digital and printed ads and marketing in general. Use this same method to collaborate with corporate printers in your area and build the brand consistency that is expected of a modern brand.

4. Typography that works

Now that you understand the importance of brand consistency, let’s talk letters.

Typography might not seem like something that deserves much consideration – just choose a font and be done with it, right? Well, not quite. You see, the font you choose will influence your brand in a number of difference ways, so you need to make sure you’re not driving people away.

At the very least, your topography will influence the readability of all of the content on your website and help you boost your sales, if you do it right. But more than that, the font you choose will greatly determine the kind of emotion your brand evokes. When your customers are reading your content, you want them to feel positive, to stay interested, and to remember what they read. If the font and the color of the letters are not optimized for this purpose, you will have created a subpar visual identity that will generate subpar results.

5. Branding with your customers in mind

And finally, consider the role of the people in all of this.

You might have a crack team of professionals working on your brand’s visual identity, but not even a team of designers can hope to create visuals that motivate and inspire if they are not backed by relevant industry insights. In other words, you need to build your visuals according to the identity, likes, and dislikes of your target demographic.

To do this, you will need to tend to some meticulous market research, and find out what your audiences want to see in a new brand. Don’t forget to research your competition as well in order to identify the strengths and weaknesses of their visual identities. This will allow you to create even better visuals that the public will fall in love with.

In closing

Visuals are an essential part of your brand strategy and its identity. Without them, you don’t stand a chance of elevating your brand above the competition, nor do you stand a chance of leaving a long-lasting impression on your customers. Implementing these tips will allow you to create a visual identity in the online and offline realms that will propel your brand forward as a whole.

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by Chris London of Pixel Productions Inc. The Everything Design Company