What’s in a brand? How do you define your visual identity?

Do you still remember a bad first impression? A bad first impression is hard to shake, especially when you’re competing with so many other individuals (or companies).

Studies have showed that within the first 5 seconds people form judgements about likeability, competence, attractiveness, to even trustworthiness. The question to ask when taking this into consideration is:

“What judgement will people form about your brand within the first 5 seconds of exposure?”

With a reaction time like that, you need a clean, sharp and crisp representation of your brand. Anything else would allow people to associate your brand with the complete opposite. It’s clear that a strong visual identity is important, but what exactly is a visual identity? And how do you go about creating one?

Your visual identity comprises of your logo, typography, images, creative design and even the colours used. We can all list these out and on paper, sure, it will make you stand out; but how do you get to the heart of how these elements to communicate to your customers who you are, what you stand for, and why they should be loyal to you?

Knowing your audience is important.

Decide how you want to resonate with them and continually tie that back to your core values. The key is to start from what you know, what you are good at and strongly believe in and let your brand evolve.

Always ask yourself: How is my brand going to be powerful and effective but still simple? When you’re developing your visual identity, always drive what you’re doing back to your mission to keep your brand on track.

If you think about brands to date which have kept to their core values and resonate with their target audience, you would be able to list them off seamlessly.

Your visual identity is just part of building your brand, you must learn how to convey the values and personality of your business. Value to you may be different to someone else, it comes in many forms from customer service, how you engage your target audience or the product you deliver.

Not sure about your brand strategy? The CMe Media team have a wealth of knowledge and expertise who can help save your time, so you don’t waste yours to find the right target audience for you and help you build your brand awareness.