Brand Identity Crisis: Part 1

The Importance of a Consistent Visual Identity

According to data from the Bureau of Labor Statistics, as reported by Fundera, approximately 20 percent of small businesses fail within the first year, with the percentage of failures increasing to 30% in the second year, 50% after five years, and 70% in their 10th year. While there are a myriad of reasons as to why businesses don’t succeed, developing a solid brand identity certainly plays a large part in solidifying your business in the marketplace. So what is a brand identity and what makes a ‘solid’ one? First, brand identity refers to the set of elements that a company will utilize to present their brand image. As you can imagine, it’s especially important to consider how your brand is perceived by consumers, so building a strong and memorable brand identity is crucial for differentiating your brand from other competitors. Think of Coca-Cola and its iconic bright red logo with the script typeface. From its uniquely shaped bottle to its iconic red logo, Coca-Cola is one of the most recognizable brands in the world. At a minimum, establishing visual brand consistency throughout the elements of your brand will help solidify your brand identity and values.

What does Visual Brand Consistency Mean?

A brand’s visual identity refers to the graphic and visual components of branding. Creating visual brand consistency means ensuring that each visual element of your brand is cohesive and consistently reflects your brand identity. This includes consistent use of logos, fonts, colors, and other visual aspects in order to present your brand in a consistent and recognizable manner.

Defining your Visual Identity

Your visual identity is made up of individual elements to create a cohesive representation for your brand. From imagery to color palette, each element plays an important role in your brand’s story. These elements can include:

    • Logo
    • Color Palette
    • Typography
    • Imagery
    • Form/Shape

These elements combined should flow cohesively to align with your brand values, promise, and customer experience. The implementation of a cohesive consistent brand identity sends a clear and reliable message to consumers. While these are just visual elements, remember there’s more to creating brand consistency, like the tone of voice used in communications and use of slogans.