Visual identity is a combination of color schemes, designs, words, and other graphic elements that a firm employs to make a visual statement about itself and to communicate its business philosophy and value proposition. It is an enduring symbol of how a firm views itself, how it wishes to be viewed by others, and how others recognize and remember it. It is not just the company logo, but it is the stationary system, marketing materials, advertisements, online reputation and right down to how an employee answers the phone that establishes your identity. Your goal is to make sure that when a consumer is exposed to your company, a positive connection will be made.
One of the simplest things you can do to step up your game as a small business is to develop a strong visual or corporate identity. Your logo provides the starting point. You only get one chance to make a good first impression, so it should be noticeable, memorable, unique and most importantly, capture the essence of your organization. Once your logo is established, the challenge is to carry that look and feel through everything you do – from your print collateral to your website, business cards, stationary, and beyond. The key to success is consistency.