The importance of a well thought-out brand strategy and visual identity

Article by Julia Mikalsen

In today's highly competitive environment, a strong brand and a well-thought-out graphic profile can be the difference between success and failure for a company. A well-designed brand strategy and visual identity helps to differentiate you from your competitors, build loyalty and establish trust with your target audience.

Brand strategy and graphic profile
In short, a brand strategy is a plan for how a company positions and markets itself to the public. It includes a clear vision and objectives, along with values that reflect the company's unique characteristics and identity. The strategy should also take into account the target audience and the key messages the company wants to convey.

A graphic identity, on the other hand, is the visual representation of a brand and includes elements such as the company's logo, colour palette, typography and imagery. A graphic profile should be consistently used across all company communications, from its website and social media to its packaging design and promotional materials. This consistency helps create a distinctive and recognisable experience that can be easily associated with the brand.

Successful examples
An example of a successful and timeless graphic profile is Coca-Cola. The iconic red and white colour scheme and unique typeface is recognised worldwide and has been preserved over the years - ever since its inception in 1886. Another example is IBM, whose simple blue logo has been associated with innovation for decades. Apple stands out with a profile that has undergone subtle changes but retained its minimalist and modern aesthetic. Together, these companies demonstrate how minor changes to an established graphic profile can promote brand continuity while keeping the brand current and relevant.

Our top tips for creating a sustainable graphic identity
A well-developed graphic identity helps to create a strong and consistent brand identity for your company or organisation. Here are some tips for creating an effective corporate identity:

1. Define your brand identity: Before you start developing your visual identity, you should define your brand identity. What are the company's values, mission, vision and goals? What is the brand's personality and tonality?

2. Create a logo: The logo is a central part of your graphic profile as it is a visual representation of your brand. Your logo should be simple, memorable and represent the core of your brand.

3. Choose a colour palette: Your colours are an important component of the graphic profile as they communicate emotions and moods to your target audience. Choose a suitable colour palette that fits in with the brand identity and suits the communication.

4. Typography: Choose a typography that is simple, readable and represents your brand identity. Don't use too many different fonts and make sure they work well together.

5. Graphic elements: Create graphic elements that are unique to your brand. These can be patterns, icons or illustrations. Remember to create elements that are easy to work with so that they are actually used on a daily basis.

6. Create a style guide: A style guide is an important element because it establishes guidelines for how your graphic profile should be used. It should include guidelines on your logo, colour palette, typography and graphic elements.

7. Consistent use: Ensure that your graphic profile is used consistently in all communications. This includes your website, financial reports, presentations, social media, adverts and printed materials.

8. Invest in a proper graphic profile from the start: Last but not least, to establish a strong presence, it is important to invest in a well thought-out graphic profile from the start. It will help your company to appear professional and recognisable, which is crucial for long-term success and brand building.

Investing in a thoughtful branding strategy and sustainable graphic profile for the future
A well-designed visual identity and thoughtful branding strategy is beneficial for companies to attract new investors and build trust with existing ones. Investors are more likely to choose a company that they perceive as stable and reliable in the long term. A strong graphic profile and branding strategy communicates these qualities. Contact us at AVA Corporate Communications to learn more about how we can support you in strengthening your brand and graphic profile.

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