The power of a good brand identity

A strong brand visual identity can play a significant role in increasing awareness about your organisation.

This article explores the importance of the brand visual identity. So, firstly what's the difference between brand identity and visual identity?

Brand identity

The core essence of a brand, encompassing its values, mission, personality, and the overall perception it aims to cultivate in the minds of its audience. It is the internal, strategic foundation that guides every aspect of the brand's communication and interaction.

Brand visual identity

The visual representation of the brand identity, translating those core elements into tangible design elements that the audience can see and recognise. It is the outward, visual expression of the brand's personality and values.

Now we know what brand visual identity is, here's 8 good reasons to create and maintain a strong visual identity for your brand.

1. Trust and credibility

Consistency in brand identity builds trust and credibility.

When consumers encounter a brand with a cohesive and well-executed identity across various touchpoints, they are more likely to trust the brand and perceive it as reliable.

2. Recognition and recall

A strong brand identity leads to recognition and recall, people remember your brand, you don't need to introduce it to them time and time again. This memorable experience leads to trust and credibility.

A well-defined brand identity helps people recognise and remember your organisation. Visual consistency aids people in recalling the brand, making sure they join the dots across all the work that you do.

3. Differentiation

In a competitive market where people are bombarded with information a strong brand identity helps your organisation stand out. A good brand identity is built on your organisation's unique value proposition and establishes and differentiated brand image.

4, Emotional connection

Brand identity goes beyond visuals; it includes the emotional associations consumers have with a brand. A well-crafted identity can evoke positive emotions, creating a deeper connection between the brand and its audience.

5. Brand awareness

A strong brand identity contributes significantly to brand awareness. Through consistent application across marketing channels, the brand becomes more familiar to consumers, leading to increased recall and recognition.

6. Perceived value

A carefully designed brand identity can elevate the perceived value of a product or service. Consumers often associate a well-presented and consistent brand with quality, leading to a positive impact on brand equity.

7. Customer loyalty

A strong and positive brand identity fosters customer loyalty. Consumers are more likely to become repeat customers and brand advocates when they have a positive and consistent experience with a brand.

8. Adaptability and longevity

A well-thought-out brand identity is adaptable to changing market trends while maintaining its core elements. This adaptability ensures that the brand remains relevant over time, contributing to long-term brand equity.

How to maintain a consistent and cohesive brand experience

Using a brand management platform will help you manage your brand visual identity and ensure that all content being produced follows your brand identity. Through brand asset management, brand templates and online brand guidelines you can give people the tools they need to stay on brand. With workflow, approvals and collaboration you can increase productivity while improving brand control and increasing your brand visibility.