Does your business really need a visual identity?

By: Kesya Tavares | 06/20/2022

It doesn’t matter what your business model is. It doesn’t matter if you have a company that has been in business for 10 years, or if you are just starting out in entrepreneurship. Without a visual identity your enterprise will not make the necessary impact to differentiate and stand out from the competition.

The visual identity will be responsible for bringing a set of elements that will represent all communication, personality, and values of a brand. Without a communication that actually shows the essence of your business values, it will be just one more in front of so many options.

Okay, and what is the difference between an identity and a logo?

The logo is the graphic representation of a brand; it is an element that makes up the visual identity. It turns out that alone, the logo will hardly communicate efficiently with the public. 

Imagine your brand as a person. And just like people, brands also carry personality, values, beliefs, etc., which are expressed through their clothes, haircut, hair color, the places they go, the way they speak, and so on. All this brings a unique personality to every individual, and this is the role of visual identity, to bring the world a unique and exclusive brand.

“The most powerful and lasting brands are the ones that stay in people’s hearts”

Howard Schultz

Identity allied with strategy

The visual identity is the result of a creation process, and like every process, it is necessary to have a methodology applied strategically, aiming at coherent and efficient communication. It needs to assist all the other fields of your business, such as: marketing, digital and institutional.

If well structured, an identity will contribute to the success of your business, adding value, bringing a sense of belonging to the public and generating fans for the brand. And nothing is better for any enterprise than people speaking well about your product and/or service. 

So remember, visual communication needs to translate the essence of your business and connect with your audience, and only a well-structured visual identity and strategy will deliver that.


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