The Tangibles of Visual Identity and Branding
This post is the second part of our 5-part Build Your Brand series exploring the concepts of a brand’s visual identity and branding. We’ll be adding links to the full series as they are published.
Read more in our Build Your Brand Series:
Branding is what separates the businesses people forget from the ones they can’t stop talking about. It’s the unspoken handshake your business gives every potential client, whether they’re scrolling past your website or holding your business card. Strong branding does more than just “look nice”-it’s always working for you. Let’s break down the tangible elements that create a brand people don’t just recognize but actually connect with.
Visual Identity: The “Look” That Speaks
Your visual identity isn’t just decoration-it’s the foundation of how your business presents itself. It’s the difference between “Oh, that’s nice” and “This feels like them.”
- Logos: A great logo should do more than sit there and look pretty. It should be distinctive, memorable, and tied to what your brand stands for. McDonald’s arches aren’t just two golden curves-they’re shorthand for fast, consistent, and welcoming. That’s the power of a logo done right.
- Color Schemes: Colors aren’t random; they’re intentional choices that communicate everything from energy to trustworthiness. Google’s playful palette of primary colors feels fun and innovative because it was designed to. Your color scheme should act like the visual mood of your brand, creating the feeling you want people to associate with you.
- Typography: Fonts are where subtlety and strategy meet. The right typeface whispers something about your brand without anyone noticing. A bold sans-serif font? Modern and confident. A classic serif font? Trustworthy and refined. Whatever you choose, consistency is everything-no font free-for-alls.
- Imagery: People decide in seconds whether they connect with a brand, and the visuals you use play a massive role in that. Stock photos of strangers smiling at laptops? Hard pass. Airbnb’s warm, relatable imagery that makes you want to pack a bag? That’s what you’re going for-images that feel like they belong to you.
- Style Guides: A style guide is your insurance policy for staying consistent. It’s not glamorous, but it ensures that every design choice-from your Instagram posts to your PowerPoint decks-feels unmistakably yours. Think of it as the guardrails that keep your branding sharp, cohesive, and always on point.
Branding: The Backbone of Connection
Visual identity gets you noticed. Branding makes people care. It’s not just how you look-it’s the message, personality, and trust that make people want to engage with you.
- Brand Story: Your brand story isn’t about you-it’s about the value you bring to the people you serve. TOMS doesn’t just sell shoes; they sell a mission of giving back. That story is what makes their brand magnetic. What’s yours?
- Brand Guidelines: Think of your guidelines as the rules that keep your brand consistent and intentional. They define how you sound, how you communicate, and how you show up across every platform. Whether it’s a headline on your website or a client email, it all needs to feel cohesive.
- Messaging: Your messaging is how you cut through the noise and speak directly to your audience. It’s not about being loud; it’s about being clear and specific. Dove’s messaging isn’t about soap-it’s about self-esteem and empowerment. That’s the kind of focus that resonates.
- Customer Experience: Your brand isn’t just what people see; it’s what they experience. From how easy it is to navigate your website to how quickly you respond to inquiries, every interaction should reinforce your values and identity. Amazon didn’t dominate just because of Prime shipping-it’s their relentless focus on convenience and reliability that built their reputation.
What Sets Great Branding Apart
Strong branding doesn’t just make you recognizable-it makes you irresistible. Leading agencies like Interbrand and Siegel+Gale know this, which is why they focus on integrating every tangible element into a bigger, cohesive picture.
Spotify is a perfect example. Their bold green logo, clean design, and messaging about personalization create an experience that feels tailored to every user. It’s not just a music app; it’s a brand experience that resonates.
The Power of Branding
Your brand is how people remember you. It’s what they associate with quality, trust, and value. If your visual identity and branding aren’t creating that level of connection, it’s time to make some changes.
Because the truth is, branding isn’t optional-it’s the foundation of everything you do. When done right, it’s what makes people stop, look, and stick around.
About the Author
Katia Lord is the creative force at Core 3 Design, specializing in designing intentional, authentic brand identities that bring her clients’ visions to life. With over 20 years of experience in design and teaching branding, she has a talent for turning big ideas into cohesive, memorable brands.
