The Value of a Strong Brand Identity

Building Trust.

Online or offline consumers make judgements on your brand based on how you look. Visual aesthetic helps build brand trust and loyalty. For example if you go to a 5 star restaurant and the server brings you a steak and some vegetables that looks like it came from a high school cafeteria, then you are probably going to send it back. It doesn’t matter if that was going to be the best steak you’ve ever had because aesthetic of the food lost your trust. The same can be said about your brand.

You might have a bad logo.

The first thing to remember it doesn’t matter how “cool” you think that your logo is, because your potential customer will only remember you by how cool your logo is and not by how your logo represented your brand. A consumer should never have to analyze your logo to make sense of it. It should be something that is impressed into their brain and recognizable to your brands identity.

The cohesion and objectivity of an identity.

A brand is something that should not be influenced by personal opinions or biases, but driven on how the market perceives the brand. So for example if you are brand like whole foods and people see you as purveyor of healthy and sustainable living, then your visual language should represent that.

Every bit of design that Whole Foods adopts has an intentional organic look to it. Everything is cohesive and brings a comfort and trust to consumers that whole foods is providing the highest quality food. Does your visual language bring this kind of cohesion and trust to your consumers?

Brand Evaluation

If you are evaluating your brand, creating a new brand or updating an existing brand’s visual language. There are a few things to remember: