Have you ever heard someone say, “What is not seen is not remembered”? The lack of a consistent visual identity can cost your business up to 40% of your potential annual revenue. If your audience remembers your competitor more than you, you’ve lost to the competition. If they relate more to your competitor’s story because they don’t even know about yours, you’ve lost to the competition. And so, your profit margin decreases while the competition’s increases.
But what is a visual identity?
It’s the set of elements that makes your brand instantly recognizable. It’s through these elements that the public will remember you and not confuse your service with your competitors’.
Visual identity is made up of various details: the logo, the colors, the fonts, and even the styles of images you use. All of these create a unique “face” for your brand. When well-executed, it works like a visual signature that sticks in people’s memories. Think of Apple, for example. The bitten apple logo is so iconic that it’s recognized worldwide.
Moreover, a good visual identity is a key piece in marketing strategies. It helps position the brand in the market, differentiating your business from the competition. Over time, this consistency generates recognition and loyalty, creating a solid foundation for your brand’s growth
And what about sales?
The saddest part about visual identity is that it’s all directly proportional. If a strong and well-designed visual identity attracts and retains customers, an inconsistent and poorly crafted one drives people away and fades from their memory. If a strong and well-done visual identity generates support for advertising to create profitable campaigns, a weak identity generates no results at all.
But it’s not just about being recognized. A strong visual identity helps build an emotional connection with your audience. It’s like making a good impression on a first date: you want people to remember you and feel a positive vibe. When your brand has a consistent identity, it conveys trust and professionalism, which can open doors to more opportunities and, of course, increase your profits.