Branding and Visual Identity Are Two Sides of the Same Coin
In a sea that is becoming more and more crowded with brands everywhere we look, have you ever wondered why some of them seem to be etched in the minds of consumers, while others are lost in the sea of competition? The answer has much to do with two key concepts: branding and visual identity. In this blog, we will explain the major differences between these two concepts and how you can apply them to your own brand.
Of course, we must start with the basics: defining concepts.
Branding: It is the whole process of building a brand; an integral process that defines its essence, values, personality and the experience you want your consumers to live. It is like creating an irresistible story that engages your audience. In other words, branding is the intangible part of a brand.
Visual identity: On the other hand, this is the tangible part of the brand; it is presented to the world through elements such as the logo, typography, color palette and web design. It is the visible face of the story you have created. Therefore, this means that visual identity is an essential element of branding.
We can also put it this way: if branding is the soul, visual identity is the body. Both tools work together to create a memorable and powerful brand that consumers can remember.
Therefore, we can mention some of the key differences between these two marketing tools:
- Scope: branding encompasses everything the brand stands for, while visual identity focuses only on the visual aspects.
- Depth: Branding is intangible and emotional, while visual identity is tangible and aesthetic.
- Objective: Branding seeks to connect with the target audience on a deep level, while visual identity seeks to communicate that connection visually through elements such as colors and shapes.
In short, branding and visual identity are two fundamental pieces of the puzzle of success. The important thing to know is that you can’t have one without the other. Strong branding will give you the foundation to create a memorable visual identity that will help you stand out in a competitive marketplace.
At Alpina Media, we develop customized branding that aligns with your brand values and is reflected in the visual identity. We take into account not only the market but also the opinions of our partners (that’s you!) and the experts that make up our great team to make your brand shine on its own and position itself in the best places.
Are you ready to embark on a journey that will take your brand to better places? Contact us today!
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