Having a strong visual identity is part of the key to the success of many of the companies that have managed to excel in the market. Despite the fact that a brand is not built only through visual resources, as I have already commented on other occasions, these constitute the very face of the brand so they must be treated as a strategic objective and not an aesthetic one. Without a well-defined, comprehensive identity, your audience may not be able to understand who you are.

Visual identity within brand identity

Let’s start from the premise that Brand Identity represents how the brand wants to be perceived by its audience. It involves a process that includes different stages that can be summarized as:

Brand essence

Brand personality

Brand voice
(verbal identity)

– Visual brand identity

– Sensory branding

The Visual Brand Identity corresponds to the graphic part, it must synthesize and faithfully represent the essence and emotions of the brand, leaving an impression that prevails in people’s minds. But why do some brands succeed and others don’t? Part of the answer is provided by scientific evidence that shows that certain visual stimuli activate certain areas of the brain associated with personal identification and self-reward. Therefore, in order to build a strong brand identity, making the right decisions in the construction of your visual identity is decisive. Here are a number of key elements to consider.

7 Key Aspects to Achieve a Strong Visual Identity

1. Comprehensive market analysis

You can’t beat the competition unless you know and understand it. Good market research can also help identify your customers, what they are like, what they want. It will also make it easier for you to find visual territories that you can take over.

2. Start with a good

In an environment hyper-saturated with brands, having a name capable of triggering a powerful mental image can be the core of your competitive advantage in building an identity. A good brand name is the beginning of a good story. It requires strategy, creativity, and method.

3. Create a memorable logo.

A logo is the central element of any brand identity. It is the piece that will be most exposed to the eyes of the audience. It has to be in perfect harmony with the rest of the elements of the Brand Identity, while providing a set of emotions that allow it to speak for itself.

4. Pay attention to colors.

Colors generate a set of associations that have been analyzed in countless psychological studies. They are the basis of emotions and help to distinguish between brands. It must be considered that their difficulty lies in the fact that they are not associated with the same meanings internationally, but are subject to geographical cultural perceptions.

5. Fonts talk.

The best typefaces are recognizable even out of context. They play a critical role in strengthening the brand’s visual identity, sparking interest and helping to communicate the core message. It’s a good idea to pay attention to even the smallest details in order to differentiate yourself.

6. Create a visual style of your own.

Brands are built from multiple contacts. All branding elements should follow a coherent visual style, generating a branding system. A system is much more than a simple sum of parts, it is the parts, their individual functions and their interrelationships. The visual style collaborates in the construction of the brand’s personality.

7. Think about multi-channel environments.

The digital environment forces organizations to think beyond the offline to represent their brand identities. It is necessary to find the balance between all the media where the brand will be present, including relationships built on the Internet and applications based on mobile devices or multimedia content.

And in the face of all this, don’t forget the KISS (Keep It Short and Simple) principle. In a world where information overload is growing, the power of the simplest ideas is more important than ever. A successful brand must tell something different and be relevant to the consumer. And most importantly, this difference and relevance must be simple so that they are easily understood.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock

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