# What You Need To Know About Brand Visual Identity | Capterra > In this article, we explain what you need to know and understand to create a brand visual identity. Source: https://www.capterra.com/resources/brand-visual-identity --- Marketing 101Creative & Design # What You Need To Know About Brand Visual Identity Written by: Haldis Toppen Haldis ToppenAuthor Haldis Toppen is the Director of Communications of the cultural exchange organization, Greenheart International. With 10 years of experience in leading marke... [See bio & all articles](https://www.capterra.com/resources/author/haldis-toppen/) and edited by: Stephanie Sandoval Stephanie SandovalEditor Stephanie Sandoval, content editor at Capterra, specializes in editing diverse content, from buyer guides to video scripts. Holding B.A. and M.A. degrees fro... [See bio & all articles](https://www.capterra.com/resources/author/stephanie-sandoval/) Published June 11, 2024 9 min read Table of Contents - [What is brand visual identity?](#what-is-brand-visual-identity-and-why-is-it-important-for-brands) - [Brand identity vs. visual identity](#brand-identity-vs-visual-identity) - [How to create strong visual identity for your brand](#how-to-create-strong-visual-identity-for-your-brand) - [Brand visual identity examples](#brand-visual-identity-examples) - [Branding tools and services](#branding-tools-and-services-to-help-create-your-visual-identity) ## 55% of first impressions are made by what we see. What is your brand showing the world? When it comes to effective communication, 55% of first impressions are made by what we see.[\[1\]](#sources) Now translate that to your brand identity. If your customers are not seeing your brand, or see it and don’t understand it, then their first impression will be a loss. And so will your prospective customer. A brand is a language that uses identity elements and actions to signal the value of an organization to their target audience and drive sustained progress on critical organizational objectives. As a small business owner, you already know it is a challenge to set yourself apart within your industry’s market. You also may not have the budget to blast your name everywhere, yet you need your target customer to find you. This is where having a clear and memorable visual brand can take you far. Let’s discover how. ## What is brand visual identity and why is it important for brands? A brand visual identity is a collection of visual elements (including color palettes, typography, logo, and other imagery) that represents a brand and differentiates it amongst others. In order to create a visual brand identity, you need to explain your brand without words; visually communicate who you are and what you sell to the customer. For SMBs who can successfully create a strong brand visual identity, your audience reach will increase as your products or services will become easily identifiable amongst prospective customers. ## Brand identity vs. visual identity To understand the differentiation between brand identity and visual identity, think about brand identity as the internal aspects of a brand. Conversely, visual identity is used to express the brand to the outside word.  ### Essential elements of brand identity Your [brand identity](https://www.capterra.com/resources/how-to-build-brand-identity/) is everything that makes you a brand. This includes messaging, your mission, vision, cultural values, staff, and your visual identity. Your brand is inherent to your company. It is a summation of who you are, how you act and how you want the world to see you. This is done through the vocal, verbal and visual means.  ### Essential elements of visual identity  Your visual identity is a subset of your overall brand identity. Let’s understand these elements in detail: **1\. Color palette:** Color is important to a brand. While you may enjoy different colors at different times, your brand needs to be consistent, and that can start with a color. Understanding color psychology is key, so consider what a color can mean to your audience and if that is the right choice.[\[2\]](#sources) **2\. Typeface and font:** Choosing a consistent font is an effective way to show your personality to your audience. For example, when you see Times New Roman on packaging, what do you think of? Or, if you see Comic Sans, what may be some adjectives? Your font choice and size can be a simple way for your audience to understand who you are, how you work, and what you sell. **3\. Logo:** A logo is a unique graphic symbol that identifies a company. Your logo may include your color palette and font. Or, it can be a black and white symbol as well—not directly reflective of your color palette and logos. However, whatever you design it should meld with your other design choices well. Here are some other considerations when designing a logo: - Is it unique? If it is the same as another company, how can anyone distinguish you? - Is it easy to recognize? - Is it scalable for large billboards to small stickers? - Can it be used across different media? - Is it timeliness? While it is possible to redesign a logo, it shakes the credibility for your business in your customer’s eyes and may make it hard for them to remain loyal. **4\. Products and packaging:** After you have come up with a color palette, font and logo, now you can use it on your products. Your product should be designed to meet the needs of your target customers. This includes its physical shape, the materials, look and feel, and regulatory requirements. The same can be said for service products as well.  **5\. Imagery and graphic layouts:** Imagery and graphic layouts mean anything that you use your brand on that needs to be designed. This could be creating a letterhead, or promotional items, or a social media post, or even design of your office space. Usually, these items are easier to design after you have a clear visual brand identity. ## How to create strong visual identity for your brand As we stated earlier, in order to design a visual identity, you need to know your brand identity through strategy. Here are some steps to help you through that process, so you can then execute your brand’s visual identity. ### 1\. Determine your brand’s purpose When you started your company, you saw a need in the market for your product and service. What was that need? What was missing in the marketing that you can provide? You need to know your brand’s purpose, mission, and vision so that when you build your brand, it aligns with the needs of the market and what you hope to achieve.  Create a company strategy that is both short and long term, with goals, KPIs and SPOT analyses. This will help you to then understand what your audience wants. ### 2\. Familiarize yourself with your audience As you were researching the market and why your business offers something different, you would have come across key indicators and personality traits of your target audience. For example, does your business solve a problem that benefits a demographic? If so, then research that demographic. Does this audience prefer customizable service or fast service? What age range do they tend to be, which financial bracket are they in? By creating a customer persona, you can tailor your strategies to them. ### 3\. Ideate a compelling brand story Everyone loves stories. A good and quick story is the easiest way to explain anything. Think of an elevator speech – they are short, get to the point, but usually have an emotional element that then sells the listener to the request that is being made. If you can create a business story that is tailored to your target audience, the key points and emotions of the story will then help you to create your brand’s visual identity.  ### 4\. Develop your brand guidelines Now that you have your story, it is time to translate that to colors, fonts, logos, graphics and packaging. The first 3 steps included a lot of capacity building and objective thinking, but this is where you can be super creative and have fun.  Go through color psychology research and find a color that is aligned with the keywords you find. Find packaging that is both regulatory compliant but makes sense with your font. After you have found all these items you will package them nicely into brand guidelines so that any staff member in your company knows exactly what to use or not use when communicating externally. ### 5\. Execute your brand visual identity This is when you get to see if your intuition and hard work paid off. Does your customer seem to understand your logo? Are you seeing more recognition in the market? Are your sales increasing? Brand identity can be an evolving thing. While your logo may not change, you may want to change a font or add a color over time. Or perhaps the packaging you were using became out of compliance, so you needed to adopt. Be sure to monitor your brand through surveys, focus groups and staff feedback, overtime. ## Brand visual identity examples Understanding how big-name companies use brand visual identity to communicate their brand can help you think about how you will develop yours. Let’s take a look at the following visual identity examples:  - **YETI:** Based in Austin, Texas, Yeti produces coolers, drinkware, and other accessories, but they bring an outdoorsy experience to their visual identity. Using beautiful photographs and rustic typography that depict people enjoying outdoor experiences ranging from hiking, fishing, camping, and more, the brand places an emphasis on wilderness.[\[3\]](#sources) - **Coca-Cola:** Most well-known for its cherry red and plain white and Spencian script logo, this drink company was first created in 1886, and still has a hold on consumers across cultures and generations today. The company has maintained its consistency for over a century and has a universal appeal for many.[\[4\]](#sources) - **Spotify:** First launched in 2008, Spotify has become a popular music streaming service.[\[5\]](#sources) Known for its bright green and black color design along with its data-driven “Spotify Wrapped,” the service has captured the attention of audiences from multiple generations. They use a variety of graphics that evoke a sense of playful and retro-feeling natural elements. ## Branding tools and services to help create your visual identity Strategizing your brand identity might feel like a ton of work, but it doesn’t have to be. If you want to explore tech tools, 46% of marketers (Q17) say their company uses brand management software for online brand reputation management.[\*](#methodology) Another 36% of marketers (Q19) say one of the main benefits of using software for online brand reputation management is the ability to create content in line with brand values. Be part of this percentage by checking out [brand management software](https://www.capterra.com/brand-management-software/) so that you can monitor your brand’s effectiveness. ## Communicate your brand effectively, reach your customers Knowing how to effectively develop your brand and visual identity will help your small to midsize business increase its audience reach and become a more recognized brand. Creating a strong visual identity by understanding the essential elements will help get you there. If you need more related resources to help with your research, dive into the following:  - [Branding Tips for Small Businesses](https://www.capterra.com/resources/branding-tips-for-small-businesses/) - [What Are Branding Agencies and What Do They Do?](https://www.capterra.com/resources/what-do-branding-agencies-do/) - [3 Beverage Industry Professionals Share Tips To Build a Brand Identity](https://www.capterra.com/resources/how-to-build-brand-identity/) * * * **Methodology** **\*Capterra’s October 2023 Role of AI in Digital Brand Management Survey:** Capterra’s Role of AI in Digital Brand Management Survey was conducted online in October 2023 among 554 respondents in the U.K. (n=201) and Mexico (n=353). Respondents were screened for employment in their company's marketing or advertising department with involvement in online brand and reputation management. Sources 1. [What Makes a Good First Impression](https://institute.uschamber.com/what-makes-a-good-first-impression/), U.S. Chamber of Commerce Institute for Organization Management  2. [Color Psychology: A Guide for Designers, Marketers, & Students](https://www.colorpsychology.org/), Color Psychology  3. [Yeti Home Page](https://www.yeti.com/?utm_source=google&utm_medium=cpc&utm_content=__iv_p_1_g_27908074949_c_613204833809_w_kwd-102062560_n_g_d_c_v__l__t__r__x__y__f__o__z__i__j__s__e__h_9026922_ii__vi__&key_yeti&&utm_id=google_475534229_27908074949_613204833809_kwd-102062560_c&gad_source=1&gclid=EAIaIQobChMIq9Cg3J7ChgMVoHJHAR3QpAOGEAAYASAAEgJYLPD_BwE&gclsrc=aw.ds), Yeti  4. [Coca-Cola HomePage](https://www.coca-cola.com/us/en), Coca-Cola  5. [About Spotify](https://newsroom.spotify.com/company-info/), Spotify * * * Looking for Brand Management software?Check out Capterra's list of the [best Brand Management software](https://www.capterra.com/brand-management-software/) solutions. ### Was this article helpful? * * * ## About the Authors [### Haldis Toppen](https://www.capterra.com/resources/author/haldis-toppen/) Haldis Toppen is the Director of Communications of the cultural exchange organization, Greenheart International. With 10 years of experience in leading marketing and communication teams, Haldis has a proven record of successfully leading national campaigns and international programming. She is passionate about bringing the right message to the masses and finding those audiences who need to hear it. [### Stephanie Sandoval](https://www.capterra.com/resources/author/stephanie-sandoval/) Stephanie Sandoval, content editor at Capterra, specializes in editing diverse content, from buyer guides to video scripts. Holding B.A. and M.A. degrees from UT Austin, she uses her experience to help readers navigate their research journey.  Previously, she has written and secured grants for local nonprofits, totaling over $100K from Bloomberg Philanthropies, City of Austin, and others, instilling her passion for helping SMBs. When she’s not editing, she’s probably playing outside. ### RELATED READING - [AI in Talent Management Software: The Bridge Between Recruiting and Retention](https://www.capterra.com/resources/ai-talent-management-software/) - [Switching Accounting Software: Common Risks to Avoid in 2026](https://www.capterra.com/resources/switching-accounting-software-problems-risks/) - [Why Projects Fail, and What Actually Helps Teams Fix Them](https://www.capterra.com/resources/4-steps-to-completely-recover-from-project-failure/) - [Checklist for SMBs: How to Choose the Right Customer Service Help Desk Software for Your Business Size](https://www.capterra.com/resources/choosing-customer-support-help-desk-software/) - [E‑Filing Taxes as a Small Business: Where Software Adds Value and When It’s Necessary](https://www.capterra.com/resources/efile-tax-software-small-business-guidelines/) - [How To Choose a Manufacturing Software With Confidence: Insights From Real Buyers](https://www.capterra.com/resources/manufacturing-software-buyer-insights-report/) - [What is CRM Software and What Does a CRM System Do?](https://www.capterra.com/resources/what-is-crm-software/) - [Payroll Software vs. HR Software: What’s the Difference](https://www.capterra.com/resources/payroll-vs-hr-software-difference/) - [How AI Scheduling Software Helps Restaurants Reduce Overtime and Boost Staff Satisfaction](https://www.capterra.com/resources/ai-employee-scheduling-software-for-restaurants/)