- What is the visual identity of a brand?
- How to start developing visual identity?
- How to ensure that this visual identity is applied correctly?
- It is understood?
- Related content
There are many ways to start creating the visual identity of your brand, but in order not to get dizzy, we are going to show you the easiest way to do it.
Let us begin.
In a nutshell, visual identity is the enlarged image of a brand . This means that it includes everything that consumers can see and relate to the type of product you sell in the market.
We can say, then, that not only the logo is part of the visual identity , but also other visual forms of representation of the brand, such as monograms , pictograms , characters and emblems .
Sure, your brand doesn't need all those representations. You just have to choose the shapes that combine and make sense with your type of business and make sure that they are always applied correctly, that is, without color and size distortions.
There are 2 ways to start developing your brand's visual identity:
- Hire an agency: this is always a good idea because they are professionals who have a lot of experience in the field and know the tools to develop the visual identity.
- Do it yourself: By now, you will have realized that developing a brand's visual identity is not that simple . So, you might ask yourself “is it possible for me to do it myself?” . The answer is yes, it is possible as long as you put a lot (a lot) of time, effort and training into it (mostly on design issues). After all, nobody wants a “half-measure” logo, right? Regardless of who does the work, the first step in creating a visual identity begins with the briefing .
This word of English origin (which means "summary") has a broad meaning in the area of communication. The briefing of a company must contain its history, objectives to be achieved, region and target audience, available resources to invest in marketing and its deadlines . Having all this defined, it will be easier to start developing a project for your brand.
The second step is to start thinking about the shape, color and content that your business wants to express . Within the points of contact with your public, which are the name of the company, symbol and slogan , you have to manage to show the fundamentals, the vision and the experience that your brand offers.
If you manage to establish an emotional relationship with your consumers, much better! For example: if you have an ecommerce of baby products, it would be ideal for your logo to express the love of a mother towards her child. Thus, you will have more possibilities to position your brand in the mind of your target audience.
When everything depends on you, it is easier to apply what was defined in the planning. However, when there are more collaborators who take care of the promotion of your brand, this task may not be so simple and the purpose of your company may end up being distorted if there are no clear rules on how to show it.
To prevent this from happening, consider whether it is time to create a visual identity manual for your brand . With a guide like this one, which contains typography, standardization of colors and where to apply the visual icons of your business, it will be much easier to explain to other people how you want your brand to look.
Lastly (and very important) register it! The market is full of cases of opportunists who took advantage of rising brands that were still unregistered. And trust us, you don't want to do all the work of building a brand only for someone else to take it for you!
At the INPI (National Institute of Industrial Property) you can register your brand and even your patent, keeping them protected for 10 years.
We hope this article has helped you understand a little more about how to start developing your brand's visual identity .
If you need help, you can count on the advice of our specialists or choose the advertising agency of your choice.
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