A brand is more than just a logo. It’s a perception in the minds of consumers. Everything you say and do contributes to that perception, good or bad.
But what about your logo?
Your logo is part of a bigger picture called “visual identity.” Visual identity helps consumers easily spot your brand. That’s because it includes every visual element of a brand from its colours and its typography (fonts or typefaces) to the layout of its website and its marketing materials…
According to Harvard Business Professor Gerald Zaltman, ‘95 percent of purchase decisions take place in the subconscious mind and consumers make up their minds about a brand almost instantly based on its visual identity’. (How Customers Think: Essential Insights into the Mind of the Market, Gerald Zaltmas, Harvard Business School Press).
Your visual identity should align with and reinforce your brand values, characteristics and personality. This will contribute to making your brand instantly identifiable to your customers and help build a strong brand affinity.
It also means you want to protect your brand for the value it brings to your business. Many companies will monitor the marketplace for other businesses infringing on their visual identity.
Consistency is key
I like to stress consistency in branding. Top brands demonstrate the importance of being consistent in everything they do, including their visual identity.
Think about leading brands like Coca-Cola or Nike. Their consistent use of their visual elements make them easily identifiable. Coca-Cola’s company name has been written in the same script since 1887! Although there have been some tweaks along the way, the consistency they’ve maintained creates a sense of strength and stability. The Nike swoosh is one of the most iconic and recognizable logos of all times.
Another top brand, McDonald’s, is easily spotted and its golden arches have become a symbol of fast, convenient food since it was first introduced in 1940.
Establishing a consistent and powerful visual identity is about ensuring the images, colours, fonts and other visual elements you use support each other across mediums from your storefront to the bags and signage in your shops to your website and social spaces. It’s about making sure your brand personality reflects in everything you do.
Take a look at your visual identity. How does it represent your brand?