Introduction

Today's business world is highly competitive – technology companies, e-commerce firms, and startups are emerging and growing at a rapid pace. You’ve probably faced challenges keeping up with all the new developments and changes around you. You may also wonder how to successfully enter the market with your business. You want your brand's image to be as unique and recognizable as possible. At the same time, when you look at other brands, you might feel that everything has already been done, making it difficult to stand out from the crowd.  

So, what makes certain brand images memorable, while specific colors, logos, or the use of photos and typography make us think of a particular brand, but others do not? Is it a coincidence, magic, or perhaps a well-thought-out process based on analysis and strategic planning?  

In this article, you’ll learn about the elements that make up visual identity and what affects its recognition. Additionally, you’ll receive some tips on what to consider when working with an agency or design studio to ensure your future brand image is as successful as possible and serves you well for years to come.  

What Does a Good Visual Identity Include?

Before you commission a visual identity project, you need to understand what it is and what it consists of. To this day, many people mistakenly associate it solely with a logo, business card, and website design.  

In reality, visual identity is like a tailor-made uniform for your brand. Imagine representatives of several popular professions, such as a doctor, lawyer, or construction worker. Each of them wears a completely different outfit for work, even though they all wear pants, shoes, etc. Visual identity works the same way. It also has fixed components, but the final outcome depends mainly on the brand itself and the feelings it aims to evoke in its audience.  

Key Components of Visual Identity:  

• Logo

• Typography

• Color Scheme

• Graphic Motif 

• Use of Photos/Illustrations  

• Layout Design

Your visual identity should align with your Brand Strategy, which in turn should meet the specific needs of your target audience. Visual solutions that work well for one business might be completely off-target for another. It’s essential to prepare well for initial meetings with the agency responsible for your identity. Provide information about your business – what differentiates your approach from competitors, what relationships you and your team have with your clients, and whether your products/services stand out in any way. This is crucial because, without this knowledge, the next stages of the process will be much more difficult, potentially impacting the final outcome negatively.  

Competitor Analysis

Creating a unique brand image requires a deep understanding of not only your own business but also your competitors. You should receive a competitor analysis prepared by the project team from the design agency in an accessible format. This analysis should cover all the core elements of visual identity mentioned earlier. It should also examine the verbal communication of key competitors – the language they use on social media and their websites, as well as their brand archetype and unique features.  

By analyzing and comparing all these elements side by side, you’ll see which solutions and ideas are repeated and identify the strengths and weaknesses of each of your competitors. Based on this, you can develop initial recommendations and rule out certain directions that the project could take in later stages, such as color scheme or typography choices.

Do All Elements of Visual Identity Need to Stand Out for a Brand to Be Unique and Recognizable?

Not necessarily. Why? Because the individual components of each identity have varying degrees of visibility. Depending on the project and the nature of your business, a highly distinctive typeface might play a key role in ensuring brand uniqueness. In other cases, if you use a lot of colorful illustrations, a simple, understated typeface won’t negatively affect the overall recognition of the brand's image.  

For example, if you run a notary office where clients value service quality and meticulousness, it’s worth avoiding embellishments and excessive graphic elements in favor of clean layouts and simple but elegant typography. On the other hand, if you’re in the technology industry and your clients value modernity and dynamic development, it makes sense to convey this with vivid color accents and a graphic motif inspired by technology.  

It’s also important to ensure the selected elements are consistent – not just visually, but most importantly, in terms of the nature of your business and the profile of your target clients. Pay attention to ensuring that your identity not only stands out but also allows its audience to relate to it. This means it should be understandable and visually appealing. A visually bold distinction from competitors at the expense of brand comprehension by your clients could have the opposite effect of what was intended.

Your Role in Building a Unique Brand Image 

When commissioning a visual identity project, you must be aware of one thing: for the process to run smoothly and painlessly, the input of the decision-maker – you – is invaluable. The person who knows the company's specifics and operations inside and out is essential. As a business owner, you are the best source of knowledge about the business and its customers. Your role in the process will likely not end with completing the brief.  

You may be asked to participate in workshops where the direction of the final project is determined. As you move through the steps, you’ll develop a better understanding of how each aspect influences your brand's reception and recognition. Expect your initial perspective or personal preferences to change as you grasp the strategic goals and their impact on the final look of the visual identity.  

Through collaboration, you can achieve an effective and distinctive brand image much more easily and quickly. A project built on business insights and real stories of the people around the brand will positively impact the quality of communication and meet the expectations of both you, the business owner, and your customers.  

Project Presentation – What Should You Keep in Mind?

The big day has finally arrived – the presentation of your company's new visual identity project. After the brief, analysis, and workshops, you must have been anxiously waiting for the results, with no idea what was happening behind the scenes at the design studio you entrusted with the task. So how should you prepare for this meeting? What should you focus on during the presentation?  

Recall the project goals and agreements. Remind yourself or write down the objectives agreed upon during the brief or workshops. What did you agree on with the studio/agency? Did you highlight any elements you wanted to avoid in the project or specific features that were important to you?  

Check for uniqueness. Look at each component of the system, such as the logo, color scheme, or graphic motif. Do they stand out compared to competitors? Ensure that no unique motif or color has been duplicated, which could affect your brand's uniqueness.  

Evaluate variety and adaptability. Look at the adaptability and diversity of the materials on which the image is presented. An effective visual identity works on all kinds of carriers and formats – from vertical, printed posters to horizontal social media covers. A well-thought-out presentation will showcase the new image in as many diverse formats as possible.  

Take your time. Remember that you don’t have to approve everything immediately after the presentation. Take your time to review the entire presentation again and consult with your team. Think about who in your company is most trusted and best understands your customers. It could be your top salesperson, who has the most direct contact with the people your new identity is supposed to reach. A fresh perspective can be invaluable when making the final decision on project approval.  

Best Practices for Implementing a Visual Identity Project 

To ensure the new identity looks great beyond the polished presentation mockups, consider the implementation and further development of your brand image.  

You’ll receive a complete system that can be applied to various materials, both physical and digital. Make sure you have all the tools necessary for independent use of the identity, such as templates for social media posts or presentations.  

Essential files include:

• Email footer  

• Business cards  

• Social media post templates (1:1 format)  

• Presentation templates (Google Slides, PowerPoint)  

• Letterhead  

• Roll-up banners  

Make sure you receive all essential files, from logos to fonts, organized and available in various necessary formats. This ensures you can use them on multiple media – both digital and print.  

Summary

As you can see, building a unique and recognizable brand image is no easy task. It requires the right approach and effort from both sides. But with a structured process and a willingness to act, you can save time and money. Even as the world and trends evolve, your brand can remain recognizable and unique. If you're currently or about to begin creating a visual identity for your company, remember the tips and best practices mentioned here to ensure the process goes smoothly.