Brand identity, or how they see you, they write you

You can probably name a lot of well-known brands without any hesitation. You think they have always been in your consciousness. Do you know why you still have them in your memory? Because these brands took care of their visual identity.

Regardless of whether you are the owner of a small or large company, if you want to create a good and recognizable image, you must have a strong brand with well-developed visual identification.

Why is visual identification important?

Awareness of the brand’s existence is the key to attracting new and retaining regular customers. How you show your brand will also depend on how it will be perceived by them. So do everything to always make a perfect first (and each subsequent) impression, and above all that it will be remembered by your “observers”. Stand out among the competition. There is nothing better than uniqueness compared to others. You will achieve all this thanks to good visual identification.

What does the visual identity of the brand contain?

The main elements are: name, typography, colors, logo and visual style. They are all connected together and only their co-occurrence can create a good, strong and recognizable brand.

Name

It allows you to remember the brand and communicate its existence. Choosing a name is a very important task, because it will appear everywhere. Remember this when creating it yourself or commissioning it to an advertising agency. When choosing it, also be guided by your brand strategy, target group and think about the effect you want to achieve. Let the name be an element that immediately allows you to stand out among others – in a positive sense, of course. Don’t risk with controversial names. Creative names that always draw attention with their ingenuity always work well.

Logo

The hallmark of the brand and its key element.

Typography

In typography, the most important is the font that will be used in all brand marketing materials. Typography is also the features of the letter – its size, proportions, interlines, etc. These are all relationships between successive letters, elements, etc.

When it comes to choosing a font, some brands use typefaces created for their needs. However, this always involves higher costs. If you use an existing and popular font, you can distinguish it with features such as the use of bolding or sans serif typeface, etc.

Did you know that behind typography there is also an idea of ​​your brand and its proper reception by consumers? You can use it to show prestige, tradition or modernity and many other features that make up the identity of the company. This include typography hides the power of subconsciously attracting customers to the brand. So pay special attention to this visual element, consulting the graphic designer to prepare your identification.

Color

The colors that will be associated with your brand are another element after typography, which has identification and symbolic functions, strongly but almost imperceptibly affecting the human psyche, of which we often do not realize. The power of colors in marketing is huge.

It’s best if you highlight your brand with up to three colors. Properly selected, they can evoke specific behaviors in recipients. You want your brand to be perceived as emphasizing passion, evoking joy, awakening trust, associated with energy, etc., be sure to use the right colors in your identification. It always works!

Visual style

The visual style consists of all illustrations, graphics and photos that will appear in the brand’s advertising materials. Image consistency is essential. Everything that makes up the whole identification should match. The more elements that are very different from each other, the greater the confusion and the more difficult it is for consumers to remember. By showing through your visual style how your brand is, you need to show its character and stick to it in all elements of identification.

Where to put information on the brand’s visual identity?

If a brand is to be recognizable, its elements must always be presented in the right way. It’s best if you gather all your identification information in one document. You have three types to choose from, depending on what you want to include:

Mark book – applies only to the logo itself. It presents its construction, variants of use with examples and incorrect forms of use.

Basic book of visual identification – in addition to elements from the sign book, there is information about colors, typography, content layout, etc.

Full book of visual identification – in addition to the above-mentioned elements, contains guidelines for specific materials used in communication: printed, marketing, exhibition, etc.

Brand book – it is a full book of visual identification supplemented with strategic brand assumptions and guidelines for verbal and non-verbal communication

Collecting all information regarding visual identity in one document is important because it allows its elements to be properly used in all advertising materials created, for example, by several different agencies. Caring for a good image of your brand, you cannot allow its logo to be misrepresented or the wrong color chosen. So remember about the book of the mark, the basic or full book of visual identification or the book of the brand.

When do customers meet with the visual identity of your brand?

Customers “receive” visual identification through all the elements making up the brand marketing presented in the visual identity system. What is included in the visual identity system and will allow you to “show” your brand? It is primarily business cards, letterhead, offer folders or gadgets on which you can show various elements of identification. It also includes various types of company or car labeling. So these are all the things where you put some kind of information – “look at this brand” and let it remember the recipient. It’s important to do it right. If this happens, it will be the default customer choice. Customers who will want to remain its recipients for a long time and who will remain in a long-term relationship with her.

To sum up – visual identity of the brand is the basis of its correct “showing up” on the market. Do not let your product or service, although of brilliant quality, disappear somewhere just because you have not equipped them with good visual identification. Customers must see the brand and your task is to show it properly. Visual identification strongly affects emotions, and it is emotions that lead people to buy products or use specific services, which translates into profit for your company.

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