Visual Brand Identity Design (6 Effective Process Steps)

An important part of building a brand strategy is planning and creating a strong visual identity.

Your visual identity is traditionally your logo, brand color, typography, and imagery.

You have a short space of time to make an impact on your audience, so creating a meaningful visual brand early on will ensure that you’re putting your best foot forward. 

Ready to make an impact? Stay tuned as we check out some simple and inexpensive visual branding methods… 

An important part of building a brand strategy is planning and creating a strong visual identity.

Your visual identity is traditionally your logo, brand color, typography, and imagery.

You have a short space of time to make an impact on your audience, so creating a meaningful visual brand early on will ensure that you’re putting your best foot forward. 

Ready to make an impact? Stay tuned as we check out some simple and inexpensive visual branding methods… 

Brand Definition

When it comes to the branding process, many succumb to the excitement and prematurely dive headfirst into creating an attractive logo paired with slick, on-trend typography.

Whilst this is tempting to do, it’s far more important to define your brand strategy first. 

This is because your brand is more than your visual elements.

it’s a story, a feeling and how you want your business to be perceived.

People buy from and use brands that align with their values, cares, and problems so, to resonate with your audience, you need to define your brand beyond the visual representations.

Start by asking yourself the following questions:

What are your brand values?

What is your brand’s mission?

What sets your business apart from the rest?

Why will your audience care about your offering?

How would you describe your company in three words? 

Now in reality, these are surface level questions and to develop an effective strategy, you need to get a lot more granular but the more clarity you have on what your brand stands for, the more effective your visual identity will be, as you’ll be able to make well-informed design decisions that tell your brand story.

#1. Target Audience 

Understanding your audience is key when it comes to creating a visual identity.

You likely already have an idea of who your demographic is, but fully establishing and researching your audience takes it one step further.

When you have a deeper understanding of who your potential customers are, you’ll be far more likely to build trust, credibility, and emotional connection with them. To do this, imagine you have the same persona as your audience and ask yourself the following questions:

What keywords would I naturally use to search for something?

What social media platforms and forums would I use?

What environmental, economic, or social causes do I care about?

What values do I look for in a business that I purchase from?

Search for similar products, startups, and businesses and look at the way that their audience is interacting with them and what sort of content is popular.

This research will help inform the way you name and market your brand, so it’s an important step.

Get The FREE PRO Brand Strategy BluePrint Now

Want to build brand strategies like a PRO?

Download this FREE BluePrint to get the EXACT FRAMEWORK used by TOP AGENCIES to build brand strategies for their clients.

Avoid the mistakes that 95% of amateur brand-builders make and create strategic brands like a PRO.

YES! I Want The BluePrint

Get The FREE Framework Template PDF Now!

Create Strategic Brands Like A PRO
DOWNLOAD
100% PRIVACY. SPAM FREE
close-link

#2. Market Research

Searching for similar businesses and products is also a great opportunity to see what branding is currently out there. Your visual identity needs to set you apart from the crowd, differentiate you, and make your brand credible and unique.

Therefore, it’s crucial to establish exactly who the big players are in your market and how they represent themselves through visual language.  

You want to establish common visual themes and evaluate how they relate to the values of your audience or the mission statement of the companies you are analysing. Investigate answers to the following questions:

What color themes are they using, and what emotions or values are they used to evoke or represent?

Does their logo use an image or an emblem, is it accompanied by text or standalone?

Do they use stock photography or images that they have taken themselves? 

What typefaces are they using, in which size and in which context? 

What is their tone of voice: is it serious or light-hearted? 

If you notice a common or missing theme, it could be an opportunity to differentiate when creating your visual identity. Find out more on Competitive Positioning here.

#3. Brand Personality

The personality of a brand goes a long way to influencing brand recognition and buying decisions of consumers.

Brand consistency across all channels contributes to the perception of the brand and a consistent brand experience builds trust.

From the first impression of the first touchpoint to the after purchase experience, a brand’s personality plays a critical role in how the brand is seen and how it connects.

Is your brand relatable, funny, rugged, tough, environmentally conscious or inspirational?

From Nike to Mcdonald’s, Apple to Coca-Cola, and beyond, successful brands understand their customers and make connections through attributes displayed in the personality of the brand.