- Visual Identity

Katie Kitson

November 2017 - January 2018

Over the last few articles we have covered brand identity and Lookbooks, both of which have referred back to one common element - visual identity.

As previously mentioned in these articles your visual identity is a key component to creating a strong brand and in turn helps to build a strong business foundation for growth.

Your brand is what people say about you when you are not in the room.

Visual Identity
This is the visual aspect of branding to help build the certain feelings and experiences within your brand.

Including all visual aspects of your brand that you use to communicate e.g. logo, fonts,
photos, layouts, uniform etc. as well as very importantly your business tone of voice.

Emotional Impact
As a general rule we are all very affected by design, whether we realise it or not. For example, if we are looking for a new top for work you know what you are looking
for (practically wise), but it is unlikely you will pick up and buy the first thing you see that meets your main priorities (unless you have seen it previously).

Instead you are likely to be swayed by different aspects of the design, price and brand name.
Lets assume you find two almost identical tops, but one is more expensive than the other.
Now lets say they are from two different brands.

Depending on your perceived/ emotional connection to the brands will likely have a large
impact on the one you want the most.

You might feel (rightly or wrongly) that people will be more impressed with one, or that one is going to wash and last better.

9 times out of 10 your feelings to the brands are due to their visual identity.

Benefits of Getting it Right
If you get your visual identity right, and are consistent, you have a fantastic powerful tool to hand, giving you the power to elevate your brand.

This can be used to increase demand and in some cases lift the price of your services/products to what you should be paid - and not what you think you have to charge
to entice new people.

We are a firm believer that lowering prices at the launch period for a new product/service
can really help push your business to a larger audience, quicker, but it’s also important to be clear from the beginning when offers will end, so people don’t feel hard done by/misled when they do.

(E.g. We have been running offers on the majority of our advertising options during our launch period, which will end from January 2018.)

Visitor Experience
An effective visual identity can enhance your users experience.

Where to Start
Ideally you would have created an idea of what/how you want your business to be perceived - thinking/basing it around your ideal clients and what they would also like and be looking for.

You may have only thought about it, but make sure you write it down, so you can refer back to it.

(It is always wise to revisit this and make sure that any changes in your business direction (planned or not) still fall inline.)

If you work on your own and create all material yourself, then this alone will suffice (for now), however if you work with/employ/ outsource to anyone else then you must make sure that everyone is aware of your visual identity guidelines and meets them every
time. (This includes items such as adverts, websites, photos, admin, social media, copywriters etc.)

Further Details:

B Inspired Publications Ltd focuses on the positives of the community and is designed to give everyone a voice based on this.



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