What is Visual Brand Identity?
Visual: VBI includes everything you can see with your eyes, from business cards and brochures to Twitter pics and T-shirts.
Brand: Your brand defines who you are as a company. Without a set brand, Salad Shack is just a place with bowls of lettuce. Charisma Clothiers is just a building with a lot of outfits. And let’s face it; without a brand, Nike is just another shoe manufacturer (and one that is often copied at that).
Identity: This is the core of your business’s existence . When you identify with hipsters, you don plaid and grow a beard. If you're goth, you wear black with chains and studs. Now think of the identity of your business in the same way. Its personality should be apparent in visible and tangible ways.
So visual brand identity is everything about your company’s core that can be portrayed through graphics, photos, videos, colors, and symbols.
Why does VBI matter?
You work hard to attract your clients. It takes time and money to get their attention. Don’t you want to hold their attention? Or would you rather have another forgettable business that fades into the noise of the approximately 5000 advertisements that the average American sees each day ?
Your visual brand identity is what works hard for you in the background. It’s what sticks in Customer Carl’s mind long after he’s ordered the Salad Shack Supreme with croutons on the side. Sure, he’ll remember the tasty salad for a while, and he may even come back to see that nice waitress again.
But what happens when someone else makes an equally tasty salad? What happens when that waitress quits?
Then it’s time for your VBI to kick in! Carl scrolls through Facebook and sees that signature Salad Shack neon green in the background of his friend’s photo. He spots the funky retro font and recognizes it immediately as Salad Shack’s menu, and the memories flood back. Suddenly Carl is craving a salad!
Something as simple as a font and a color could jog someone’s memory when you've established a solid VBI. Don’t believe me? Check out the following: