Why visual identity is more important than ever

What are you looking at?

As a prolific blog writer and trained communications professional, this may seem like a weird thing to say, but there’s never been a time in history where words are LESS important. Social media, short attention spans and a never-ending barrage of information competing for our limited attention has resulted in a marketing landscape that is more heavily reliant on the visual than every before. 

While I love words and revel in SEO-friendly content, the authentic brand voice and AI optimised digital marketing, the one thing that will stop potential customers dead in their tracks is a bold, unexpected visual element. Something so clever, unapologetic and aesthetically pleasing that it steals the attention from your competitors and others in your feed. 

It’s estimated that the average person is exposed to anywhere from 4,000 to 10,000 digital ads every day, with the average online activity spanning 6 to 7 hours. Acknowledging this deluge of visual, audio and written stimuli allows us to take a deep dive into brand identity and look at the importance of the visual in this crazy, fast-paced online world. 

What is a visual identity?

So, what is visual identity and how can it help your business separate itself from competitors? Your visual identity is the design elements that represent your brand. This can include: 

• Logo 

• Colour palette 

• Imagery 

• Fonts and typefaces 

• Additional visual elements 

Your visual identity will be present in almost every part of your marketing from your videos to your website and your business cards to your uniforms. They’re part of your overall brand identity and are the visual representation of your brand.  

Brand identity development

Your brand identity should be an easily identifiable, non-generic representation of your brand. But that’s easier said than done. 

The brand identity development process will start with a true understanding of your business, including your products, service, culture, vision and position in the market. If you haven’t thought about your brand identity in terms of visual and design elements, here are some key factors you should consider before you create or refresh your brand identity. 

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How does brand visual identity set your business apart?

Your logo and visual assets may be painstakingly created, but if your competitor has got the jump on your colour palette or logo style, you’ll always be playing catchup. Before you start sketching or workshopping any ideas, it’s important to know who your competition is and what brand identity they have created. 

What does your visual identity say about you?

From the obvious to the abstract and avant-garde, brand identity design is a professional process that involves some collaboration from the business itself. To create a brand identity that reflects the offering, goals and future of the business, designers must have an understanding that goes deeper than the product range. Consider your beliefs, your culture, your unique selling proposition and your promise to your customers: this messaging may be translated through your visual identity.  

Who is your audience?

There’s little point in designing a stunning logo and visual elements if you’ve got your target audience wrong. Whether you’ve been able to collect socio-economic, geographic or demographic data, use these insights to help you develop an understanding of your audience. These customer profiling insights will help your graphic designer produce a range of options that will resonate with your repeat and future customers or clients. 

Full brand identity creation and development

If the visual identity of your business or organisation has been neglected for too long, or you’re starting a new venture that needs the wow factor, talk to the Tuesday Creative Team. We take a holistic approach to brand identity, working with all types of creatives to produce designs that do all the hard work for you. Get in touch with us today to learn more about visual identity and how we can elevate your designs through research, collaboration, creativity and action.