The importance of having a strong and consistent visual identity
Why and how to define it?
So, what is a visual identity? Why and how should it be defined? Let's take a closer look!
Visual identity: the first impression
It is often said that the human brain takes less than 5 seconds to form an initial opinion on what it sees or hears. Having a strong and professional visual identity indirectly sends a message of quality, while a visual identity whose “look” is neglected sends a message of distrust. It is therefore important – not to say extremely important – to have a sophisticated, unique and coherent visual identity if you want to create the emotional and affective link between your target and your organization. And yes, you have to titillate hearts to carve out a special place in your consumers’ minds and thereby establish your notoriety.
What are the elements of a visual identity?
Your visual identity refers to all the elements used to visually represent your organization. Let’s not forget: your identity must tell a story about your brand and must highlight your purpose and value proposition.
The logo or graphic signature
A founding element of your identity, the logo serves to identify your organization spontaneously (think of the Apple or the Nike hook). To differentiate yourself from your competitors and position yourself in the top of mind, the logo must be evocative, timeless and easily understood. A successful logo provides additional information to your target, such as your sector of activity, the services you offer and the values to which your organization is attached.
The positioning statement
The positioning statement expresses your organization’s promise. It represents your DNA and serves to define your positioning in a competitive market.
As for the slogan, it is generally short to be anchored in minds. It will be used in your marketing and advertising strategies to maximize your visibility… and your sales!
Just like the graphic signature, typography is one of the aspects that cannot be neglected. Indeed, the fonts must meet the various needs of your organization, which is to attract your target and to stand out, because it will be used with your logo, your text content and in all official documents. It’s important to think carefully about your typography, otherwise it could turn away potential prospects.
A unique, distinguished typography that reflects your personality will position you among the most innovative.
A well-designed and judiciously used color palette is one of the main pillars of a clear and successful visual identity. As you may know, colors can influence how we are attracted to and choose a brand. Colors have the ability to convey an organization’s intentions, values and personality, as well as promote an idea and arouse emotion.
Don’t forget that 93% of consumers prioritize visual appearance before buying a product and 80% of them say that the color of a brand influences their choices.
Social media publications, promotional items and web elements
Your visual identity must be effectively displayed on your social media, promotional items and website: they are the point of reference for consumers when they want to get in touch with you. They must be carefully designed to ensure consistency in your organization’s communications on all platforms, from traditional media (billboards) to digital media (website, social media, etc.) and to other communication tools (business cards, roll-ups, promotional tools, etc.).
Why is it so important?
Your visual identity is essential. It allows, among other things, to acquire credibility, because as soon as it appears to the donor/customer, it is positioned to show them a sense of your professionalism. In addition to being a vector of communication, a good visual identity can convey ideas and values that your target can relate to.
When should you change your visual identity?
Organizations sometimes tend to pay little attention to their visual identity. Over time, your brand image may become less and less appealing. Simply refreshing it graphically can have a huge impact on your appeal and growth.
Organizations are therefore advised to update or even completely revamp their image. So, if:
- Your organization is undergoing a repositioning or a change in values;
- Your organization wishes to develop its social brand, i.e., to extend the reach of its actions by accurately communicating the impact it creates;
- Your organization wishes to adapt to new technologies and position itself strategically on digital platforms;
- Your organization wants to reach a new target audience.
Your visual identity is a more than significant investment in the consistency of your subsequent strategies and actions. If you don’t have internal resources specialized in graphic design, considering the contribution of communication and marketing professionals can be a profitable option to explore, because they will be able to advise you adequately in the creation of your identity.
The world is constantly changing
so are communications and marketing
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