Branding is more than just a logo or visual identity; it is a comprehensive brand management strategy that aims to make a brand recognized, valued and desired by the public. To do branding, first of all, you need to know the business well, to define what image you want to convey, what values of the product are the differentiators, and then move on to the communication strategy stage, which includes the visual identity.
Branding is an English term often used in the marketing field, which refers to the strategies used to manage a brand to make it better known, adding value and making it increasingly desirable. It involves knowing the business well, defining the image it wants to convey and highlighting the values of the product or service. Furthermore, Branding goes beyond visual identity, also encompassing communication and emotional connection with consumers.
Visual identity: more than colors and fonts
Visual identity is important for branding because it bosnia and herzegovina whatsapp data communicates the company's idea, values, purpose and mission. It includes elements such as name, slogan, colors, typography, packaging, website, social media, business cards and other promotional materials. A well-designed visual identity makes the brand instantly recognizable. Who doesn't think of McDonald's when seeing the colors red and yellow combined?
This is what happens when a visual identity is well-constructed: the company's image comes to mind immediately. Think of a red background with white text. You're probably thinking of Coca-Cola. The association is also repeated with icons; for example, think of a bitten apple; the association with the Apple brand can be instantaneous.
Therefore, it is possible to say that a brand is not only made up of symbols or logos, but also of perceptions, feelings and emotions. To build these feelings, each item is carefully thought out and developed by marketing and design professionals, from the choice of fonts to even the colors. All of this involves knowledge even in psychology, to maximize brand retention.
Colors make a difference in a brand
A product has one-twentieth of a second to capture a customer’s attention on a shelf or display. People cannot process all the objects within their view at once. Therefore, color can be used as a tool to emphasize or draw attention away from a certain area.
Data shows that 92.6% of people say that visual appearance (color, design, shape) is the main influencing factor that affects their purchasing decision (over taste, smell or other senses). Colors influence how customers perceive the personality of the brand in question.
Blue
Blue creates trust, peace, order and loyalty, which is why it is one of the most widely used colors. Brands like Facebook and other large social media companies use blue as their brand color. Many financial companies also use the color blue to highlight financial stability.
Yellow
Yellow is the color of the sun, evoking optimism, clarity and warmth. Brands that want to put a smile on consumers’ faces call on the power of yellow.
Green
The most intuitive color connection is green, as it is the color of the environment, ecology, and nature. Many brands whose products deal with the environment use green.
Orange
Orange suggests urgency, action, excitement, and competition, which makes messages noticeable and actionable. It can also be used as a fun color.
Red
Red is a powerful color, and it’s no wonder that most brands choose it. It’s passionate, warm, exciting, sexy, and urgent. In fact, it’s the color of blood, stop signs, and classic roses.
Black, lilac and purple
The darker the shade, the more luxurious it is, according to color psychology. Black, lilac and purple evoke elegance, sophistication and power.