Why visual brand identity is more than a pretty logo
The visual elements of your brand determine how people see and experience your business. From your logo to your color palette, every detail contributes to the first impression. But how do you make sure all those visual elements remain consistent throughout? In this blog, Sebastiaan de Ruiter explains why a well-thought-out visual identity is so important and how to implement it consistently.
Why visual identity matters
Look at a brand like Apple. Their minimalist logo simultaneously exudes innovation and simplicity. They carry that story through in everything they do: from their clean product photography and use of lots of white space to their distinctive self-designed typeface. Or take Nike - the dynamic swoosh that symbolizes this brand stands for movement and strength. Nike reinforces that image with powerful sports photography, energetic colors and bold typography. Brands like this prove that a strong visual story goes far beyond just a logo. All of these elements work together to create an instantly recognizable brand identity.
The building blocks of a strong visual identity
So your visual brand identity consists of a careful interplay of elements. Your logo tells at a glance what your brand stands for. The color palette evokes specific emotions and makes your expressions instantly recognizable. The chosen typography determines whether your brand comes across as businesslike, playful or something in between. And your visual style shows how your brand stands in the world. All of these elements must fit together perfectly to tell a consistent story.
The power of consistency
A consistently implemented visual identity makes your brand look trustworthy and professional. Research shows that people trust brands with a consistent look faster and are more likely to remember them. But maintaining that consistency is a challenge. Especially when different teams and external partners are working with your brand.
What can go wrong without clear guidelines
A classic example of how important a consistent visual brand identity is comes from Tropicana. In 2009, this well-known juice brand decided to completely revamp their packaging design. They replaced their iconic orange with straw with a modern, minimalist look. The result? An unmitigated disaster. Customers no longer recognized their familiar brand on the shelves. Sales plummeted 20% in two months, costing the company some $30 million. After two months, Tropicana was forced to go back to the old design.
This example shows how deeply visual brand identity is embedded in your customers' perceptions. It's not about "beautiful" or "modern," but about recognition and trust. Tropicana underestimated the power of their existing visual identity and the role it played in consumer decision-making.
Here's how to get a grip on your visual identity
A Digital Asset Management (DAM) system helps you stay in control. It acts as a central hub for all your visual elements. This is where you find all logos, images and templates in one place. Teams always have access to the right versions, while the system automatically checks that all expressions meet your brand guidelines. Sharing with external partners also becomes much easier.
How an international company handles it
Take Atos, an organization that operates in 73 countries with several brands in their portfolio. Their challenge? Ensuring that all assets are on brand while working with many internal and external parties worldwide. Martin Pietersen, Global Brand Director at Atos, emphasizes, "To ensure that all your assets are on brand, that requires a Digital Asset Management system and a Brand Management." With a brand value of about three billion dollars, brand consistency is vital to them. Every touchpoint must have the right look and feel. And they are succeeding: thanks to a central hub for all their marketing and communication processes, their brand remains consistent, while still allowing them to respond flexibly.
Start today with better visual consistency
Start by clearly establishing your visual identity in an online brand manual or a Brand Portal. The latter, of course, only if it adds value for your organization; a Brand Portal is no holy grail, I wrote about that earlier in a blog about brand experience.
Collect all current versions of your logos, imagery and other digital assets in one central location.
Determine which elements are fixed and where you leave room for local adjustments, such as culturally specific colors, proprietary imagery or use of humor. A modular approach works best.
Train your people - including partners and agencies - in the proper use of your brand identity and associated systems.
Monitor regularly how your brand is being applied and make adjustments as needed.
Want to know how to go about this?
In our white paper "Safeguard your brand identity in a complex martech landscape," we share practical tips and proven strategies. Discover how to optimize digital workflows, manage assets efficiently and keep your brand identity consistent.
Download the white paper and take the next step toward a stronger brand.
Discover how Comrads can help your organization? Then request a no-obligation demo right away. We like to think along with you. Now and in the future.