Patrick Jones Tech 08.09.2021 10:Aug AM EDT

What is Visual Business Identity? And How to Create Yours

Your small business needs a kick-ass visual identity to stand any chance of competing with the established brands in your niche.

We're talking about imagery, typography, graphics, logo, color scheme, and especially video.

In fact, you need a thumb-stopping visual business identity far more than those leading brands.

A visual brand identity makes you look professional and trustworthy, grabbing a passing viewer's attention and sticking firmly in their minds.

One thing's for sure in our world of screens, if your brand's visually unimpressive, consumers won't give you a second look, let alone the benefit of the doubt.

And what people see on those screens is your visual business identity.

In short, your small business needs a big brand visual business identity.

Hell, it deserves it.

Here's how to create yours.

Visual identity Vs. Brand identity!

Visual identity is everything you put online and is intrinsically connected to your brand identity, forming a coherent relationship between the two.

Your visual identity includes elements that express your brand to the viewer. While your brand identity is who you are on the inside, your values, and your purpose.

However, your visual identity is born from distinct design disciplines that require a different approach and thought process from brand identity as a whole. Yes, there is an overlap, but there are other needs involved in both.

Your visual identity requires creative directors and designers, while your brand identity is the domain of marketers.

To wrap it up, your brand identity tells the world who your brand is within, whereas your visual identity expresses who you are on the outside.

Seven steps to create your own visual identity:

When running an online business, you'll continually add to your visual identity, but you begin by choosing your core elements. And the design choices you make now will provide the guidelines from which you'll work from in the future.

All the core elements you require are within your reach, like picking a color scheme, fonts, and images that make your brand shine and create consistency across your marketing platforms.

See, it's simple.

Let's begin with the written word:

1. Typography

Typography might not sound like the most exciting subject to start with, but of course, words can be.

"Just do it" "I'm Lovin It" are taglines belonging to (you probably already know) Nike and McDonalds. And they're great taglines, but so are the typographies.

Nike uses a Futura Condensed Extra Black, which conveys strength and endurance. McDonald's opted for a Lovin' Sans, similar to Nikes, giving the confident message, "You will love our food and feel happy because of it."

But your typography goes beyond a tagline. You'll use it in everything you do, from your logo, advertisements materials, emails, email marketing campaigns, website titles, headings and content, contracts, presentations, and signage.

So, it makes sense that you choose ones that suitably fit your brand's identity.

A simple approach is your best strategy. Choose neutral fonts to ensure legibility when scaled and no more than three for your entire visual business identity to create a cohesive look.

2. Graphics

Graphics are a powerful marketing tool to create content others can link to, boosting your company's reputation and online presence. But also, for creating shapes and designs to increase consumers' awareness of, and identity with your brand.

Graphics can be simple shapes, forms, graphs, and charts. And your logo, avatar, icons, or full-scale animations or illustrations, which you can use to visually display, analyze, and clarify your brand's purpose and functions.

3. Logo

A logo is, of course, the first visual element most people think of when designing their visual business identity. And it makes sense as logos are often the first contact we have with a brand's website, social media accounts, and marketing materials; it's what binds them all together.

But designing a professional logo isn't a simple process; big companies invest vast sums of money into creating logos that convey their brand's message and connect with their target audience's emotions.

It's why many small businesses on tight budgets opt for an eye-catching design, using bold colors and complicated typography, but that's not always the right approach!

When you look at professionally designed logos, you'll notice a common theme, simplicity.

Choose colors and fonts that suit your market niche and target audience, and use no more than two of each. Also, play around with negative space (the empty bits between everything else) to create balance. And if you're opting for an icon, keep it simple so it will scale while retaining clarity.

4. Imagery

Your imagery includes your product photos, video content, and every pic you post on social media. Most importantly, your selfie, your staff, and anyone used to promote your brand in a marketing capacity.

You know a picture says a thousand words, right? And now more than ever, consumers base their buying decisions on the image's brands use to promote themselves. Your audience will empathize with the face of your business, and the more they see themselves in your imagery, the more they'll relate to your brand.

When designing your visual identity, use images that suit your brand's personality and your target audience. For example, if you're using stock images or videos, set guidelines to ensure the face you chose to represent your business is relevant to the audience you're targeting.

5. Video

Smartphones and digital marketing are evolving and conjoining to bring brands to a new generation, and video is where we see the most beneficial results.

High-quality videos help you establish your brand's legitimacy and presence in rapid time and are one of the most engaging ways for viewers to consume content.

Check out these stats:

Social video generates1200%more shares than text and image content combined - (Learn Hub)
Marketers who use videogrow revenue49% faster than non-video users- (Wordstream)

Using videos on your website canincrease conversions by 72% or more- (Impact)

And you can use video in your visual business identity to reach and connect with consumers on a personal level. Introducing your brand, product, or service, while showing them how you solve their problems and meet their needs.

6. Color Scheme

A well-chosen brand color scheme is a powerful tool for helping you stand out in a crowded marketplace. Color also communicates who your brand is and encourages viewers to form an emotional connection with you.

Results show that for up to 90% of consumers, a brand's color plays a crucial role in influencing their buying decisions.

And when used correctly, color enhances your brand's visual business identity at every touchpoint, from your website, social media, product design, and content.

How to find the right color for your brand:

What's your personality - Color elicits strong emotions, and every color has specific meanings ascribed to them. Ensure your sending the right message by using ones that match what you want to say about your brand.
Who are you trying to connect with - Your target audience gravitates towards specific colors; use ones they're proven to relate to.
What are your emotional benefits - Your brand's visual identity also has an emotional side. How do you want viewers to feel when they see you? Are you serious or fun-loving? Choose colors that cultivate the desired emotions.

7. Consistency on all platforms

This final key element in creating your visual business identity is not about visuals. However, it's a vital part of your branding strategy.

A consistent visual identity is essential for your overall success. You must use the same visual elements throughout your marketing strategies, including your website, social media platforms, blog, imagery, and videos.

Doing so gives your brand a professional look and feel. And a coherent visual business identity regardless of which platform you're on or where your target audience encounters it.