The visual identity plays the role of familiarizing the customer with your company and building a personality for it. This way, the client feels more secure in closing a deal with you.
Therefore, it is very important to invest time and study to build a visual identity that represents and values your company. Check out the most important and structural tips for your visual identity.
Determine the company's personality
If your company is fun, serious, luxurious, modern… You must have this well defined, as it will attract people who have the same profile. It's also important for the company to maintain a standard that generates credibility with the public.
Only announce your identity when you are sure of it. Because if the identity is constantly changing, the public will not be able to build a lasting identification with the company and may interpret this as a lack of professionalism.
Define your colors and font
Having a color palette is essential, as the colors become a reference for your work. Thus, whenever someone sees these colors, they will associate them with your company.
So, determine 2 to 5 colors. If there's a small quantity of colors, you may use variations in tones. This way, publications (virtual or physical) will represent the company without hindering creative innovations.
Determine a language
For this step, it is important to clearly define who your audience is. In this way, you will shape your language according to them. Define whether you want a more direct, objective, delicate, emotional, technical language…
However, remember that the language must match the design and the colors. For example: a fun language does not match a black and white background. Emotional languages match soft colors, while objective languages match stronger colors.
Create templates for posts
Templates are necessary to build your own style. Constantly changing style is an issue and, at the beginning, it's harder to define a pattern. Therefore, templates provide stability.
Create at least 5 templates, emphasizing images, texts, phrases… Diversify. Over time you will refine your visual identity without abandoning your primary pattern.
Test your identity for 3 months
No one can better define whether a visual identity is good than your audience. Engagement and sales reveal how the audience perceives your business.
Initially, it is still too early to define something like this. Because of this, wait about 3 months to assess whether your choices were good or bad. But don't give up on everything if the result isn't good, keep refining it little by little and measuring reactions.