VISUAL IDENTITY OF A
BRAND OR COMPANY
Do you want to build a stronger brand image? Do you need support to develop a strong identity for your company? Contact our marketing and communications consulting agency, the specialist in health and beauty.
DEFINITION OF VISUAL IDENTITY
Visual identity is a collection of graphic elements that represent the brand. Essential for differentiating the company from its competitors and attracting new customers, a company’s graphic identity is comprised of its brand name, graphic charter, business card, signature, slogan, logo, typeface, color scheme, etc.
In terms of health communications, a company’s visual identity forms part of its branding strategy. It not only enables the company to be quickly identified, it also helps promote its brand image and convey its values and ethos …
ATTRIBUTES OF A GRAPHIC IDENTITY
- Simple and clear : it must be easy to recognize and memorable (logotype, for example).
- Representative : it must relate to the company’s sector of activity.
- Consistent : it must be standardized across all media channels.
- Different : it must be unique to differentiate the brand from the competition.
BENEFITS OF A CONSISTENT GRAPHIC IDENTITY
- Image : it conveys an image that can be easily identified and helps to shape the brand’s identity.
- Brand awareness : it ensures consistent communication, both in terms of repetition and over the long term, helping to increase brand awareness.
- Belonging : it communicates the brand’s values and ethos to the target audience, who may identify with or relate to this identity.
- Positioning : symbols, values and culture, as well as other elements, are used to reinforce and convey the brand’s visual identity in order to entrench the company’s actions in its wider history.
- A company’s graphic identity must be aligned with its strategic positioning. As such, the company’s visual identity helps ensure that the brand’s image is consistent with its identity.
- Durability :a strong visual identity makes it easier for companies to respond proactively to change. This means that when new developments in the market or new needs arise, they won’t really destabilize the company.
A strong visual identity serves as the linchpin for your healthcare communication strategy, with the various graphic elements helping to establish a lasting image of your company or laboratory. Above all else, your new visual identity must tell a story – the story of YOUR COMPANY.
Contrary to popular belief, the visual identity of a company, business, entity or establishment is not just about symbols, it is also conveyed through different models, colors, designs and pictograms, which must be used in a consistent way across all communication channels.
The starting point is to create a graphic charter that conveys a consistent image across all communications. Choosing the right visual elements, like colors, logos and fonts, will help you stand out from the crowd and convey your desired image. Your brand’s graphic design should be created by a graphic designer in a graphic studio.
If you create a corporate identity with a powerful impact, it will also help to promote your company’s image and build your reputation through the use of communication tools. The visual codes selected must be used on all materials relating to the company’s strategy and overall communication. For printed materials, this may include brochures, leaflets, packaging and flyers. In terms of digital media, you can advertise your brand using banners or SEO, upgrade your website, run e-learning courses, or build a community on social networks. You can also develop your brand image via more traditional media such as radio and TV spots or the press. All these actions must reinforce your brand image, while consolidating your identity and positioning.
Graphic identity essentials
- Logo
- Typeface
- Graphic design
- Page layout
- Color scheme
When creating a graphic charter, it is essential to cover all aspects of your graphic identity, while providing versions for different mediums (print, digital, video, etc)
Helpful tip ?
Remember, you need to find a way of creating scenarios for your brand that correspond to the everyday lives of your potential customers, not the other way around !
Would you like to design a brand identity, create a graphic charter, logo, or communication materials to develop your identity across various communication channels?
Contact us today for support with positioning and differentiating your brand, to help you stand out in a competitive market. You can trust our communications agency to provide support and create added value.
CUSTOMER CASE STUDIES
LABORATOIRE DES GRANIONS
CUSTOMER OBJECTIVES
Create an authentic identity for “Laboratoire des Granions®” by creating a graphic charter and common brand signature for all its ranges.
Improve segmentation for existing ranges while incorporating a new range coming out soon.
Revamp the brand’s image while remaining true to its fundamentals.
Increase brand awareness.
Background :
- Oligotherapy is an accessible, natural and preventive form of medicine. Studies have demonstrated its effectiveness, but the general public and healthcare professionals know little about it.
- There is growing skepticism among the general public towards medical drugs, and increasing recognition of the importance of preventive health care, coupled with a desire to “age well”.
- Its main competition comes from other natural forms of medicine: aromatherapy, homeopathy and phytotherapy. These fields are already well-known to the public, with demand driven by major brands who have considerable resources to promote their markets and products.
- This market is subject to stringent regulations (in terms of claims, etc.).
AGENCY RECOMMENDATIONS
Establish “Laboratoire des Granions®” as an umbrella brand.
Objectives :
- Become THE specialist in the field: adopt an informative approach and be the brand that “popularizes” oligotherapy.
- Raise the brand’s profile among the general public: revamp the image of Laboratoire des Granions and showcase its values.
- Make the range/products easier to understand.
Actions :
- Creation of a communication image
- Logos
- Range signatures
- Sound signature
- Visual key – adapted to the three segments of the existing ranges
- Redesign of the packaging, incorporating customer objectives and ensuring compliance with regulations. Development of three graphic principles corresponding to the compositions of the three existing ranges.
