What is a brand?

Your brand is the culture of your business. People know your brand through experience. Whenever people interact with your service or product, they ‘experience’ your brand and the quality of that experience determines your success. Whether or not you pay attention to the experience your brand gives, it begins to happen as soon as you are in the marketplace, in print and online.

A good brand represents you accurately, it is something people can identify with, and most of all, it helps people choose your product or service.

What is a brand identity?

Your brand identity is the tangible experience consumers have when interacting with your services and products. From the way you answer the phone, the way you talk and dress, to your logo, business card, website and all the other touchpoints of your brand. Brand identity appeals to the senses:

  • Touch
  • Sound
  • Taste
  • Smell
  • Sight

…and in terms of how your audience perceives your brand identity, the most telling and compelling sense is almost always sight.

What is Visual Identity?

It’s the visual expression of a brand, the way your brand looks to your audience.

Brand, branding, brand identity and visual identity are words often used interchangeably. But the correct term will depend on what specific element you are referring to.

Your Business Visual Identity

Visual identity reaches out to the emotive side of human beings. It can be powerfully non-rational and because of that, it’s vital to pay close attention to exactly how your business appears to the world of commerce – and especially to your target market!

We craft unique visual identities because above all, we focus on understanding you and your business.

  • Who are you? (or, Whom do you want to be?)
  • What represents you?
  • How do you want to be perceived in the market place?

Then, we take the time to find out how to present the ideal ‘you’ to your ideal market. This is critical because a properly researched visual identity is consistent across all the touchpoints of your brand.

The central touchpoint in your visual identity is often the logo. We’ll develop your new logo, or update your existing one, along with other elements to support your brand such as:

  • your brand colour palette
  • backgrounds
  • photos
  • icons
  • illustrations
  • typography

All of the above graphic elements are then applied to the touchpoints of your brand and marketing material. This is what creates your brand visual identity. A well-designed visual identity can put you far ahead of the competition, especially if you have a strong marketing plan.

Every business needs a strong visual identity to succeed, especially if you:

  • Are starting a new business
  • Have a new product/service that needs promotion
  • Have changed your business name
  • Need to revitalise your brand
  • Have merged with another business or company
  • Need to (re-)position you/your business in the marketplace

We are here to help you! With 30 years of international commercial experience, we have the skills and experience to develop the right visual identity for you.

View our work to see the type of designs we could be producing for you too.

If you have never worked with a graphic designer, you will find lots of essential information on the subject in our blog and on the Frequently Asked Questions page; or simply feel free to contact us. We’re keen to hear from you!

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