Brand identity

Brand identity is the sum total of all elements of design used by a company that makes it unique. These include a logo, colors, typefaces, the company's tone of voice, photography style and even interaction design that helps transfer the personality of the company to all its interactions with clients. Brand identity is not the same thing as branding, it is the visual language developed on the basis of the company's brand and used to represent it.

Consistency of brand identity goes far beyond simple aesthetic pleasure. The value of a brand identity lies in the fact that people can recognize the company based on color combinations, button shapes, and the rhythm of texts without any need to look at the logo. Consistency generates trust, which means the shortened gap between discovery and cooperation. In markets full of numerous choices that resemble each other, the consistent brand identity is what makes your company memorable.

It can be argued that the internal process of making decisions faster also belongs to the benefits of having a consistent identity. There is no need to invent the visual language anew every time when designing new marketing materials, sales decks or updating the website, because the system is already established with rules for colors, typography, and tone of voice. Consistency guarantees the integrity of the company's visual image, no matter how many designers or marketers are generating new content at the moment.

Enterprise buyers pay attention to trustworthiness and competency equally to the products themselves. A company's polished identity is the proof of its attention to detail and care of quality everywhere, and people automatically assume that the work will be done with the same diligence.

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