Visual Identity - The Second Component of Your Brand Identity
Previously we looked at the overall components of having a brand identity. Next, we looked at having a verbal brand identity and today we’re focusing on visual identity.
Why is Having a Visual Identity so Important?
Well, first and foremost, we’re visual beings, right?!
According to MIT and a team of neuroscientists, they have determined that:
“…the human brain can process entire images that the eye sees for as little as 13 milliseconds.”
- Source: MIT
Visuals are so important because they ultimately help you build an emotional connection with your ideal customer - it’s the first information your audience will process.
Remember, you communicate ‘something’ with ANY content you create, so make it purposeful!
A well-done visual identity can demonstrate professionalism, cohesiveness, trust, and credibility.
Research at 3M Corporation concluded that people process visuals 60,000 times faster than text.
What Is A Brand Visual Identity?
It’s not complicated. Think of your brand’s visual identity as just pieces within the overall ‘branding puzzle’.
Your visual identity works alongside the other elements of your brand (ie. verbal and emotional) and helps to create an experience for your audience. It also helps to build rapport and confidence within your brand.
Visual Identity Examples
The main component of your visual identity includes your logo. However, don’t stop there!
Many other additions can complement the look and feel of your business, which is what I find so exciting - there are so many ways you can present your products and services to the world.
For example, for Anne-Marie of URUniQ, it was important for her rebranding to reflect the brand values of empowerment, positivity, and renewal identified through the initial stages of our work together. The brand's colour palette is bright, cheerful, and dynamic. The butterfly on the logo represents transformation. The brand typography and images are modern, feminine, and friendly, with a nod to spirituality; all are important for the brand and the services she offers around hypnotherapy, coaching, and EFT.
Above: Previous client: URUniQ, website rebrand for wellness expert and coach.
Your Visual Identity Can Encompass Any Of The Following:
Colours
Typefaces
Images - product and website
Website design
PDF design
Patterns
Business cards
Product packaging
Social media graphics ie. Instagram feed
Banner graphics
Brochures
Favicons
Illustrations
Website icons
Signage
Any other visual element
Making Your Visual Identity A Success
Research - knowing your ideal client, target market or audience persona is critical to this process. When you know the answers to these questions, it’s so much easier to drill down to suitable design ideas.
Feedback and refinement
Ensure your visuals link to your verbal branding, values and brand emotions
Takeaway For You
Having a strong visual identity is not just nice to have but is essential for building a connection with your audience and demonstrating professionalism, trust, and credibility.
Your visual identity works alongside your other brand elements to create an experience that builds rapport and confidence. To make your visual identity a success, it’s important to get feedback, conduct research, know the fundamentals of your brand, and ensure that your visuals make sense for your verbal branding and brand emotions.
By following these tips, you can create a visual brand that’s unique to your business and helps you stand out in a crowded market.
What To Do Now?
If you’re curious 🧐 about changing up your visual identity, or considering whether a rebranding, redesign, or new website is a good fit for your business, schedule a Free discovery call, or email me with any questions.
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