Brand Identity Vs Visual Identity: What’s The Difference?
“Brand identity” and “visual identity” are often used interchangeably which leads to unnecessary confusion. While they are very much interconnected, each concept is distinct and plays a critical role in shaping your business.
In this newsletter, we explore the key differences between brand identity and visual identity to empower you to manage your brand with authentically deserved confidence.
Brand Identity: The Essence of Your Brand
Brand identity is the heart of your brand. It includes your brand personality, core values, and your vision and mission. It is the emotional connection that your brand establishes with your target audience, and it encompasses a combination of intangible qualities that make it unique. An established brand identity provides your business with a distinct voice and a sense of purpose and direction.
Visual Identity: The Face of Your Brand
Visual identity, on the other hand, refers to the tangible representation of your brand and includes all imagery and design elements such as your logo, colour palette, and typography. Visual identity determines the first impression you make on your ideal client, and it plays an essential role in capturing their attention.
How They Work Together Effectively
Your visual identity is built upon your brand identity. The foundational elements of your brand, such as your vision and personality, will guide the design choices that make up your visual identity.
For example, if your brand identity centres on youthfulness and energy, your visual identity should reflect this using bright and vibrant colours, and imagery evoking a sense of movement and excitement. Likewise, your logo should encapsulate the heart of your brand and evoke positive emotions.
Ensuring that your visual identity and brand identity are aligned is essential for a consistently impactful brand.
Where To From Here?
Whether your business is fully established, or just starting out, it’s never too late to look at your business and assess the relationship between your brand identity and visual identity. To grow with distinction, your brand identity and visual identity need to work together seamlessly. Through creating a unique brand identity and then expressing it through a strategic visual identity you set the stage for a powerful brand.
Be sure to keep an eye out for Design Studio Perth’s upcoming Branding Webinar. This is an incredible opportunity to equip yourself with the tips and tools you need to make the most out of your brand.