Maybe someone will ask you: What are the most popular soft drinks in the world? Certainly, your memory will not mistake Coca-Cola even if you are not a fan of that soft drink, because it is the brand with the most established and famous visual identity among global brands, the company has made a place for itself thanks to building a strong visual identity, and was able to establish a strong visual presence It enabled it to continue to dominate the world of soft drinks thanks to its distinctive logo, key holders, various bottles, different cans, its large buses that roam the street to distribute the drink to the shops, its huge banners on the streets, the fridges of elegant cafes, the various cups .. It is also established in The public awareness that it is a drink of adventure, recovery, happiness, youth, prestige, sharing moments with family and friends .. and that it is accessible to everyone anywhere.
Do people buy Coca-Cola because of its delicious taste? Perhaps you will discover a local drink that tastes better than Coca-Cola, but according to experts, it is proven that people buy Coca-Cola because of its visual identity that has convinced consumers for more than 130 years that Coca-Cola is a completely different thing, the reality is Coca-Cola is a sweetened drink like any other drink, but people drink it because Coca-Cola, ”not because it is a delicious drink.
The visual identity of the company is the most important part of the brand, and it aims to highlight the core values of the brand, so in this article we will talk about the visual identity and its importance for your startup:
1. What does visual identity mean?
Visual identity is the visual aspect of branding that companies create, and it includes anything visual that your brand produces such as logo design, fonts, images, color, and any other symbols you use to communicate your brand messages, and this often goes beyond: the website Worker uniforms, business cards, printed materials (brochures, reports and flyers), banners, product packaging, etc., so building a brand for your business goes beyond just the issue of the logo, but also to creating a visual identity, creating a personality for your brand, and giving a voice to your activity Commercial.
Many people sometimes confuse the brand with the visual identity, but despite the close relationship between them, they form two different concepts. The visual identity is the visual elements of the brand such as color, shape .. and others, which express symbolic meanings that cannot be conveyed by words alone, while the brand is How the audience perceives your company as a whole is all about customer experience and their perception of your business through dealing with marketing materials, products, services and even your team members.
Your visual identity is an important factor in helping clients remember and recognize your brand. It is imperative that your visual presence identifies your brand effectively, and you will need a visual identity when you are launching a startup or updating an old visual identity.
2. Why is visual identity important?
Visual identity carries great benefits for your business. Global companies spend millions of dollars annually to work on developing, updating and consolidating their visual identities among consumers. Thousands or millions of visual identities of organizations around the world compete to attract consumer interest, so why is it all so important?
2.1 Defend your difference and distinction:
In a global market crowded with giants, startups and competitors racing for customer satisfaction; You will undoubtedly need something that proves your distinction from everyone, and the visual identity is on top of the things that will guarantee you that, everyone will remember you through a distinctive visual identity. It is not enough to say that you are different. You must show that. The visual identity leaves a first impression and that impression is difficult to change according to a study 60% of consumers prefer to shop from brands that they already know, and they know the brand through the visual identity that gives your business a special place in the market.
2.2 Demonstrate your professionalism:
You may be the best in your field, but you will not be more reliable except through a visual identity that customers know and trust, by developing a strong and professional visual identity. You tell everyone in the market, including customers, investors and competitors, that you are not a beginner, and that they can trust your business, because your visual identity indicates You take your business very seriously, and in doing so, you increase awareness of your brand, and build loyalty and trust between the company and the customers
2.3 Speaking on your behalf in your absence
Consumers assimilate visual information with a greater capacity than their assimilation of written information, visual identity is a marketing tool that helps in communicating with your current customers and attracting new customers by providing an unforgettable first impression even during your absence, and it helps establish an emotional relationship with them, it gives an audible voice for your brand says Jeff Bezos, “Your brand is what other people say about you when you are not in the room,” and customers relate to it later to the point that they will prefer it over any other brand.
3. How do you build a visual identity?
In order to build a professional visual identity, you need simple steps, conduct some research, and study aspects related to:
3.1 Know who your audience is:
You must know very well who your audience is before you embark on the process of building a visual identity, what their gender, age, educational level, standard of living, lifestyle, what problems they are looking for solutions to .. Knowing this will make it easier for you to develop an identity that suits their tastes, and helps you All this in determining the elements of visual identity, language, terminology and tone that you will use, when your audience is women, the language and visual elements that you use will differ when your audience is athletes … and so on.
3.2 Knowing your product:
Make sure you understand your product, what are you selling? How do you intend to promote it? How will you provide that product … etc., this will help you to create a visual identity according to those concepts. Ask yourself: What will I provide (from a product or service), what will change in our customers when we offer them the product? What improvements will we make in their lives? What value will you provide to your target audience?
Your target audience could be women, for example, but if your company offers beauty products, the characteristics of the visual identity will differ from the visual identity of a company that provides cleaning supplies to the same audience.
3.3 Visualization design:
By getting to know your audience and your evaluation of your product, you turn to the design of the visual elements, and your brand values should be applied to the visual elements, as they are a guide for customers in their perception of your brand, these elements represent the tone of the whole brand, and the most important of which are:
Logo : The logo is the essence of the brand identity of any company, and it is a symbol, word, design or image that expresses your perception of your commercial currencies, and is uniquely designed and by which the company is known among the rest of the other companies because the public associates your brand with the logo.
Color palette : Companies usually use one or two colors as a maximum. Colors have different meanings in designing corporate visual identities. Each color has its significance:
- White: expresses freedom, simplicity and clarity.
- Black: denotes power, luxury, elegance, power, and classics.
- Red: denotes suspense, excitement, and boldness.
- Blue: denotes friendship, calmness and confidence, so many banks use it in their visual identity.
- Green: denotes the environment, growth, freshness and stability.
- Purple is associated with creativity and luxury.
- Yellow: denotes pleasure, joy and optimism.
- Al-Annabi: denotes professionalism and ingenuity, seriousness and leadership.
- Orange: symbolizes joy, friendliness, vitality and renewal.
- Pink: Symbolizes kindness, passion and excitement.
- Brown: symbolizes warmth, confidence, and competence.
After choosing the two colors, try how they will look after converting them to black and white (for example, when printing them on an invoice).
Fonts : Helps you connect your tone to the brand. The audience will know a lot about your brand through the font you choose. Make sure to choose a few fonts to use in your printed material.
Pictures, graphics and symbols : It is important to use these elements in the world of multimedia, because they are more firmly entrenched in the consumer’s mind. While using these elements, make the visual identity of your company a constant pattern in all materials, whether printed or on the Internet.
When you have finished creating a visual identity, you must ensure that it fulfills the following basic functions:
- To be known; Through clarity and simplicity.
- Personalize your brand.
- To distinguish you from your competitors.
- Being aligned with the future goals of the company (you won’t have to change them every time)
Before unleashing your new visual identity, you should ask yourself these questions:
- Is this visual identity properly conveying brand messages?
- Express professionalism and confidence?
- Is it unique and memorable?
- Is it consistent and consistent with your message?
- Could it be easily misinterpreted?
- Is it scalable, adaptable, and applicable?
- Could it be immortal? (With the fashion of the coming decades)
By answering these questions, you will know if you have acquired a strong visual identity (you can use the services of professionals in five to develop a strong visual identity for your company that will help you achieve success for your business.)
Of course, it does not end with designing a dynamic and attractive brand identity, the goal should be to reach the audience and promote your visual identity to enhance your brand in the market; With modern and traditional marketing channels, the messages on those channels should be consistent, so it is important that your visual identity matches the overall identity of your brand.