The difference between brand identity and visual identity

Jumping straight in. A brand identity plays a pivotal role in shaping a brand's image and perception that come with it. However, there is often confusion between a brand and a visual identity. Over the next three minutes and twenty-four seconds, we hope to clear this up once and for all.

What is a Brand Identity?

Let's begin with arguably the most important aspect of a business: its (brand) identity. This encompasses all the things that actively contribute to a brand's image. Think of this like a page full of descriptive words characterising a person you never met. While there are no images, as such, your mind can get to work doing what it does best: painting a visual idea of said person.

Within the brand framework, there are six key components that all play a significant role:

Brand story: The narrative that defines a brand's journey, values, and purpose.

Brand name: The distinctive name that represents the brand's identity and essence.

Brand personality or character: The traits and characteristics that humanise the brand to create an emotional connection.

Services and/or products: The offerings that encapsulate the brand's value and utility, otherwise known as the solution.

Tone of voice: The language the brand uses and style(s) employed in all communications by that brand.

Visual Identity: All the visual elements that represent or become synonymous with the brand.

There are some other things that go into maintaining and increasing the stickiness of a brand, but they're not consistent from one brand to the next, so, for simplicity, we'll leave them out.

We've talked (or written) loads about brands before, but branding is very much the art of building up a feeling. Simple, right? If only. A brand is all about emotions, and as we all know, emotions are sometimes like a stampede of cats.

While you can strategically plan everything you'd like a brand to be recognised for, ultimately, the public has the casting vote. Fortunately, we can subtly help them feel a certain way through the strategic management of a brand. This is called perception management.

So, to summarise, brand identity is geared towards fostering a sense of identification and resonance between the brand and its audience.

Unpacking Visual Identity:

Visual identity zeroes in on (surprise, surprise) the visual cues that establish a brand's presence in the audience's mind. This encompasses a range of visual elements, including:

Logo or brand mark(s): A distinctive emblem or formation of type that symbolises the brand's core essence.

Typography: The chosen typefaces and respective font-weights that reinforce the brand's voice and style.

Colours: The carefully selected colour palette that conveys emotions and associations.

Photography Style: The consistent approach to imagery that reflects the brand's values.

Iconography: Visual symbols and icons that enhance brand recognition.

Layout and Design: Using and arranging visual elements in various brand materials.

It's important to note that visual identity is a pivotal component of the overall brand identity (hence, we started with that one). It stems from the insights uncovered while exploring the brand identity. Typically, this is done through research, discovery and workshops. A deep understanding of the brand's story, audience, and personality massively aids the direction of a visual identity.

Hopefully, something clicked back there, and you're now in the know. To recap, brand identity equals a big job as it also encompasses visual identity design. Creating a standalone visual identity is still a sizable and critical service for a business, but it is much easier and quicker to produce.

If you're a brave brand looking to shape things up, come have a chat with us. We don't bite.