Rule 2: Inspire confidence
If you knew 2 in 5 Fortune 500 companies use the colour blue in their logo, would you use it too?
Your brand is one of the most important assets you own. Studies place its worth at 30-50% of a company’s value. Yet just 15% of brands possess assets that are distinctive.
As humans, our brains are hard-wired for novelty, meaning we actively (but subconsciously) seek out things that are new or different. It’s therefore not surprising to learn that distinct brands enjoy 134% higher equity returns, and investors are more attracted to brands with distinctive visual identities.
How to create a strong visual identity
Visual identity encompasses all visual elements of a brand, including the logo, colour palette, typography, imagery, and overall design style. When 55% of a brand’s first impression is visual, you need to look the part and dress for success.
Imagine a visit to the local butcher. You see beautifully prepared trays of meat displayed in the window, enter a pristine premises, and are greeted by a friendly face in a freshly pressed butcher’s apron. You know this place means business – and you’re probably happy to be upsold on a few extras. Now imagine a different scenario. This time you visit the local market, where a stall is set up inside a refrigerated van and there’s a guy in t-shirt and jeans shouting about his half price cuts. Are you as eager to buy from him?
A well-considered visual identity communicates your mission, vision and values to the customer at-a-glance. Think of it like a visual shorthand, making it easier for customers to identify and connect with your brand.
Take colour as an example – it increases brand recognition by up to 80%. When you hear brand names like Coca-Cola, Cadbury, IKEA, Post-it, Microsoft, before you even think about what they do, their dominant brand colour will be front of mind.
In today’s fast-paced digital world, you only have a few seconds to capture your customer’s attention, and it’s your visual identity that will create a strong first impression. In a crowded marketplace, where many companies offer similar products or services, a memorable brand is what will set you apart. And when you want to connect with your customers on a meaningful level, your identity projects your distinct personality to attract your target and make your brand more recognisable.
But a strong brand is more than skin deep – it needs to make your customers feel something too.
Using your brand to build trust
Customers are performing more research into brands than ever before, because 4 in 5 feel they need to trust a brand before buying from them.
A well-designed visual identity is a powerful tool because it helps you to make an emotional connection. This inspires confidence by instantly conveying your professionalism, credibility, and trustworthiness, which encourages potential customers to engage with your brand.
But trust continues to be a top buying consideration alongside cost and quality. Over three-quarters (78%) of customers say they uncover things that attract them to a brand AFTER their first purchase. Therefore, maintaining a strong and consistent brand across everything you do, at all times is essential.
Consistency builds familiarity and trust, which makes it easier for customers to recall and prefer your brand over a competitor. Therefore, you need to show up in the same way across all touchpoints — from your website and social media to packaging and marketing materials — to reinforce your brand recognition.
Additionally, your identity can support brand storytelling by visually expressing your mission, vision and values. It creates a cohesive narrative that customers can easily understand and relate to, which enhances their overall brand experience.
