The Importance of Visual Aspects such as Brand Identity and Cohesive Brand Image
Many small businesses do not have the resources to create and curate creative visual assets that strongly capture their target audience's attention. Oftentimes, these small things go unnoticed and become a problem as some of these brands may not even realise the importance of visual aspects such as cohesive brand image and identity. Small businesses may not realise how much value a great visual brand identity can add to their image and help with client retention and expansion. A great image can go a long way, and it is important that small businesses understand this and have the foundations to do so.
What is Visual Brand Identity?
In order to have a strong brand image, visual brand identity must be understood along with its importance and difference to brand identity. If the brain processes visual information faster than text, that means new customers will process that first before processing anything else. How the visual identity – images, logos, content and other imagery and graphical information – appears is the initial association new clients retain to the brand. Before analysing the products and services, or perhaps looking at a website in more depth, customers may most likely form an opinion about a brand on the basis of its visual presence and appearance.
A small business may offer amazing services, but are overlooked due to the visual identity either not being clear nor cohesive, or perhaps not even present. To rectify this, small businesses can utilise tools such as a brand style guide to assist in the creation of a visual brand identity. It is important that small businesses can visually express who they are, what differentiates them from their competition and can appropriately position their brand. By being able to successfully do so, small businesses can leave an emotional impact on their viewers while being informative about their brand’s nature and what products and services they offer.
What are Some Key Components to Visual Brand Identity?
While visual identity is a part of brand identity, it is important to note how they differ. The latter is a holistic overview of a brand, while visual identity involves a different approach and is more distinct. Brand identity describes who a brand is on the inside, whilst visual identity expresses who a brand is on the outside. There are many elements that go into visual brand identity which include but are not limited to, graphics, typography, layout, colour palette, imagery and photography, physical brand aspects such as merchandise and packaging.
A brand can be encountered by its audience in many places, whether that is through advertisements or social media platforms. The first impression of one’s brand can be made in a multitude of places, which is why it is important for visual assets to be cohesive and consistent regardless of the platform they are on. With this approach, businesses appear more professional thus increasing the potential for client acquisitions. Once a clear visual brand image has been established, businesses have greater opportunity to gain brand recognition, trust and memorability.
Key Takeaways:
Brand identity is the personality of a brand; it represents a business’ values and sets their tone. Done successfully, emotion can be evoked in the target audience increasing brand memorability.
Visual identity shapes perception and as images communicate with audiences more efficiently, they are more persuasive than words therefore extremely important
Consistency is key and first impressions are long lasting. Having a cohesive brand image leads to greater recognition across media platforms, making a brand appear more reliable and professional.