Corporate Visual Identity The 4 Most Important Things Before Creating a Commercial Identity

When surveying the most effective and popular companies’ visual identity, Apple tops the results. Why then? Simply because it has succeeded in creating the impression that its products are elegant, innovative, upscale, and also useful at the same time, which means that it has been able to build a positive image for its brand. So what is a commercial visual identity? And how is it built? To answer these questions, and to delve deeper into understanding the commercial visual identity, its importance, its elements, and the difference between it and a brand, follow this article presented with us to enrich your information from Khutana E-Marketing.

What does corporate visual identity mean?

A company’s visual identity is the way a company presents itself to users. It is the way a company chooses its name, designs its logo, the colors, shapes, and other visual elements of its product and promotions, the language of its advertisements, and the way its employees interact with customers; all to create a certain image in the minds of consumers. It is also the current view of customers about the brand, and the consumers’ perception of the product, as this mental image is transformed into emotional value, feelings, and opinions of customers about the product. Learn about visual identity with its 7 elements and its importance in the success of any business – a comprehensive and detailed guide.

The visual identity of your company, project, or product includes the set of images, videos, and animations associated with your brand, as well as colors and typography. It is the company’s story and the values you want to convey to customers; therefore, the brand needs to assert itself through all print, visual, and online media.

A company’s visual identity must achieve three basic tasks for your company, for us to judge it as a strong visual identity, which is:

• Recognizable.
• Gives your company a unique personality.
• Distinguish your company from competitors.

Distinguish your company from competitors.

First, know your audience:

Knowing who your audience is, what their pain points are, and what their desires and personalities are helps you build a visual identity they can relate to, also take a look at your competitors and their audience, to explore how they interact with your offers. Don’t forget that Khutana has audience analysis services, and even find the right audience to send your offers to using your brand images; define your buyer persona by analyzing:

• Age.
• Sex.
• Income and education level.
• Job title.
• Lifestyle.
• Interests.
• Values.

The most important thing you want to know about your target audience and consumers is their pain points, identify their problems and find solutions for them, and highlight the visual identity that provides those solutions. Example: Put yourself in the customer’s shoes, what are you thinking when you are outside the house on a very hot sunny day, and you feel very thirsty? I know very well what is going through your mind and mine too! It is beautiful in my eyes then, the streamlined red bottle, I certainly knew what I meant, it is Coca-Cola, so this is the company’s commercial visual identity. For more examples, you can see that integrated Visual Identity is the Key to Getting the Best Returns with its 10 Most Important Components.

Second, define the purpose of your brand (the purpose of the corporate visual identity):

Think about why you founded your brand, what purpose you see it achieving, and what long-term goals you hope to achieve. This will give you insight into the core qualities you want your company’s visual identity to have. When thinking about the above, try to answer these questions:

• Why do you offer your services?
• What are your brand’s short- and long-term goals?
• How do your brand and solutions help consumers?
• What is the mission, statement, and vision that your brand adheres to?
• What visual elements such as colors, images, and typography reflect your company’s purpose?

Third, arouse emotions through the brand story:

Your brand story communicates the values, history, and evolution of your business, which connects with your audience as something close to their experience. It is a powerful tool that helps evoke your customers’ emotions and allows you to communicate with your target consumers in a way that is meaningful to them and to you. To tell your brand story, which will serve as your company’s visual identity, you need to answer these questions:

• What is my brand story and how does it connect with customers?
• How should customers feel after interacting with your brand story?
• How can you apply your brand story and customers’ emotional response to it to your visual identity?

If you can answer these questions, especially the last one, your designers will be able to build a visual identity for your company that has a unique face and personality.

Defining the objectives and roles of the commercial visual identity in terms of:

• advertisements.
• Brochures.
• Presentations.
• Websites.
• Wearable items.
• Artwork.
• Digital projects.
• Corporate identity.
• Banners.

Depending on the type of your company’s identity, you may want to hire different experts for different platforms, whether it is a visual designer or a graphic designer…etc. Instead of being confused about searching for a designer for your identity, Khutana Visual Identity Design Services can help you with that without any hassle or searching fatigue.

What are the four elements on which a company’s visual identity is based?

One of the most important aspects of building a strong brand is designing visual elements that align with your business and convey its values and personality at the heart of the visual identity. These elements include:

1- The logo:

The logo is arguably the first and sometimes the only element that many small businesses think about when building their visual identity. It is a visual design for your brand, a graphic symbol of your company and its identity. Therefore, the logo should consist of memorable images that stick in the minds of those who see it. Invest time and money to design a great professional logo for your company that will be engraved in the minds of those who look at it. Let me ask you this question and leave it to you to answer it. What do you think of when you see a bitten apple?

2- Color palette:

Brand color plays an important role in determining the purchasing decision of consumers, the color palette should match the emotion and message that the brand wants to convey. Read also: Visual identity colors Learn how to choose them to match your field of work with 3 important criteria, as your brand color has these roles and benefits:

• Differentiate your business: Look at your competitors’ logos and the colors they use, so you can come up with a distinct color palette that will catch your audience’s attention and evoke their emotions.

• Defines your business: Color increases brand recognition by up to 80%, making color closely associated with your business.

• Gives your business psychological associations with customers: Colors affect people’s moods and attitudes and have emotional effects that can influence their buying behavior.

Fonts and typography:

The font and text arrangement affect your company’s visual identity and the way it impacts consumers. Typography, font-weight, curvature, and spacing reflect and define the personality of your brand. The emotions you’re trying to evoke with your colors should be consistent with your typography and font style.

Photography:

It is a collection of images that represent your business and should be consistent with the rest of your visual brand identity elements, colors, logos, and messages. Photography includes images of your product, your team, your workspace, and other things related to your business. Photography provides these benefits to your company:

• Makes your brand more relatable to your audience: It makes consumers more connected and engaged with you, as they see the behind-the-scenes of your business.

• Improves first impression: Photography should contribute to creating positive impressions quickly because people’s first impression is formed in only 50 milliseconds.

• Increases engagement: Images account for 87% of interactions on social media pages. Learn more about the visual identity on social media and its dimensions with 7 sources of inspiration – your complete guide to using it correctly on social media.

Why does your company need to build a brand visual identity?

Did you know that global companies spend millions of dollars annually to establish their visual identity with the public? So developing your company’s visual identity correctly will give you many benefits and advantages, so why do you need it?

• Increase your brand awareness and recognition.
• Enhance your target audience’s connection to your business.
• Convey a distinct feel to your product.
• Creates a sense of business continuity.
• Differentiate your brand from competitors.
• Build customer loyalty and trust in your brand.
• It teaches you things about your target audience by how they interact with it.

What is the difference between a commercial visual identity and a visual identity?

• Brand identity:

Something intangible, something people see or think of when they think of your business.

• Visual identity: It is tangible. It is like the face of the brand and the visual representation of the business, enhancing brand recognition and making it different from the rest.

Now that you have created your company’s visual identity, you need to carefully preserve what you have achieved; for this, you need to use a new, powerful, and incredibly valuable communication tool, and this is what the team at Khutana E-Marketing Company offers you. We will help you showcase your brand, enhance its reputation, and create a community of current and potential customers on social media. We are happy to communicate with you.

Discover more articles:
Visual identity 7 elements and their importance in the success of any business – a comprehensive guide
4 types of Visual Identity and the Path to Business Growth

Questions about the visual identity article for companies The 4 most important things before creating a commercial identity