Visualization and identity… What’s the difference? Or are they the same thing? Since this is a question our experts are asked most often, we thought it would be helpful to explain the difference in simpler terms.
Let’s start with brand visualization. It is built from visual elements that distinguish the brand from its competitors. It is a combination of design and so-called brand features that reflect the brand’s value and meaning.
Usually, to preserve brand visualization and maintain brand recognition, you should refer to the brand book, where all the options for how your brand and its attributes might look are thought out in advance.
Thus, effective brand visualization should be: specific, unique, native, long-term, and functional.
More specifically, it should be:
- targeted at a specific audience, situation, and brand goal;
- unique, so that it stands out from competitors and is memorable to consumers;
- native, meaning that consumers should be able to understand in a matter of seconds, upon approaching the shelf, what brand is represented on it, what functions it performs, what properties it has, and why it is worth buying;
- long-term, since constantly changing the visual embodiment of a brand has a negative impact in two ways: on the one hand, the entrepreneur will face the economic costs of printing packaging, promoting the new design, creating new advertising banners, and everything else associated with launching the new design on the market; on the other hand, they may face a loss of trust among their loyal customers, who may be confused by frequent changes;
- Functional, so it can be used on different media and points of contact with the consumer.
The main elements of visualization are:
- Logo, which is a text and graphic symbol used on various media and points of contact with the consumer.
- Font, which is used to convey the main meanings and unique selling proposition.
- Color scheme, or a single brand color, by which the consumer will recognize the brand on the market.
- Brand patterns that allow consumers to recognize your brand even in the absence of other attributes.
- Mascots or characters that embody the symbolic values of the brand and attract the attention of the audience.
So what is brand identity?
Brand identity includes the so-called brand platform, which consists of many elements:
- the essence of the brand;
- the brand’s mission;
- its values;
- character;
- rational and emotional benefits;
- value portrait of the target audience;
- insight.
Identity is the foundation of successful brand visualization.
In simple terms, brand identity is the foundation and walls of a house, while brand visualization is the color of the walls, flooring material, furniture, textiles, and decor.
Its role as a tool for thinking through brand development vectors and controlling the ideas and messages that the brand projects should not be underestimated. It is important to stick to the chosen direction of identity, or, conversely, to consciously change it.
Identity is also important for communicating with your partners and investors, thanks to which they will be able to understand the brand’s goal and mission. It also forms the basis of the brief for working with advertising and SMM specialists.