Building a Visual Identity

Have you ever wondered why companies go to such great lengths to develop and protect their corporate brand identities? When your brand’s visual identity is consistent, fosters a sense of familiarity and recognition in your consumers. This, in turn, helps to build trust. Did you know that consumers will spend up to 25% more on brands they deem to be trustworthy? By developing and following brand guidelines, companies build recognition and trust over time, which can lead to increased customer loyalty and ultimately, higher sales and revenue.¹

Following brand guidelines standardizes messaging across all marketing and advertising mediums. Maintaining this consistency is important because your brand’s message is a key element of its overall identity. When your brand’s message is consistent, it helps to reinforce your brand’s core values and positioning in the consumer’s mind. Consumers are 71% more likely to buy from a brand they recognize.² Increased brand awareness will directly impact your sales, and it is vital that your brand be consistent.

Keeping it Consistent

It is important that everyone in your company is aware of the brand guidelines. When different departments or teams within a company are not using the same visual elements or messaging, it can lead to confusion and inconsistency, diluting the power of the brand. By following brand guidelines, a company can ensure that all of its marketing and advertising efforts are aligned and working towards the same goals.

Protecting Your Work

One of the best added benefits of following brand guidelines is that it aids in protecting a brand’s intellectual property. A company that invests time and resources into developing a unique visual identity will find it is important to protect that investment. By following brand guidelines, a company can ensure that its visual identity is used correctly and consistently, which can help to prevent others from misusing or misrepresenting the brand.

Even though it can seem tedious at times, it is essential for companies to follow their brand guidelines in order to maintain a consistent and recognizable visual identity. A company that follows brand guidelines is a a company that can position itself for long-term success and growth in the marketplace.

Citations

¹ Customer Strategy Network News. (n.d.). Most consumers spend more on brands they trust | Customer Strategy Network. https://www.customerstrategynetwork.com/most-consumers-spend-more-on-brands-they-trust/

²Gbaf News. (2018). 71% OF CONSUMERS MORE LIKELY TO BUY A PRODUCT OR SERVICE FROM A NAME THEY RECOGNISE. Global Banking & Finance Review | Banking | Finance | Technology. https://www.globalbankingandfinance.com/71-of-consumers-more-likely-to-buy-a-product-or-service-from-a-name-they-recognise/