Visual identity and branding: what is it and how is it applied?

What Do We Mean When We Say “Visual Identity”? Is It the Same as “Branding”?
Let’s break it down together to explore their similarities and differences. But if you’re still wondering whether they’re the same—no, they’re not.

The First Question: What Do We Call Visual Identity?

If you’re thinking about graphic elements, you’re on the right track.

Visual identity is a set of visual elements that are unique to a brand. What does this mean? It’s the signature that represents your brand. Some of these elements include: logo, color palette, iconography, typography, and the visual design that represents your business.

And What About Branding? How Is It Different?

Branding is the process of building your brand. It’s where you define the strategy and aim to create an emotional connection with the people who engage with your brand. A good example is Nike and its slogan, “Just do it.” The purpose of branding is to differentiate your brand from the market while also positioning it effectively.

So, we can say that branding and visual identity are related, but they’re not the same.

If you’re starting out as an entrepreneur or already have a business, you might want to check out what we wrote about branding.

Branding goes beyond visual identity. While the latter is important, branding also involves defining your brand’s tone and voice, slogan, and overall purpose.

Wondering where yourbrand’s visual identity is used? Here are four key points to keep in mind:

1. Logo: This is the representation of your brand and the most essential piece to ensure your business is recognized.
2. Typography: This element reflects your brand’s personality—whether it’s classic, modern, or more elegant.
3. Color Palette: Colors convey different emotions. Your brand must maintain consistency in its color palette across all graphic elements, from digital to physical formats.
4. Adaptability: This is crucial. Imagine you have a burger business—your graphic elements need to be versatile enough to work across all platforms, whether online or on a billboard.

And That’s Not All! Here are four key points to help your branding strategy drive conversions:

1. Define Your Brand’s Purpose: Your purpose is about defining the “why” and “what for” behind your business. It’s the emotional anchor that helps you connect with your audience. Ask yourself: What problem does your brand solve? How do you want your brand to be recognized?
2. Build a Solid Identity: Your brand identity should be easy to remember and recognize. All visual elements must be consistent within the design. Consistency makes your brand unforgettable.
3. Define Your Brand’s Tone and Voice: Tone and voice are key aspects of brand building. It’s how your brand speaks. For example, it can have a friendly tone and a direct voice. With Nike’s slogan, we might say the tone is motivational and the voice is inclusive: “Just do it.” Like your identity, your tone and voice should also be solid.
4. Craft a Narrative: To be memorable, you need to create a narrative that makes potential customers choose you. Good storytelling always makes the difference.

We’ve explored some key questions about visual identity and branding so you can understand their differences and choose the right path for your brand. At Hey Diseño, we ensure that tone and voice are included in the brand guidelines for visual identity and branding projects. Now we know the value each brings to your business.