“Hi, we need company branding. Can you make us a new logo?”

Yes, but…let’s pause for a minute.

It’s true that logos are perhaps one of the most memorable parts of a brand. We see them everywhere, and they become an easy way to identify a business. That said, logos are but one tiny part of a much bigger picture. And if you’re trying to differentiate your business in a highly competitive market, a logo alone isn’t going to cut it.

Branding is a collection of a company’s visual identity pieces and brand foundations. When used together, they not only create a visual experience, but build an emotional connection that attracts customers, establishes trust, and builds brand loyalty.

Let’s explore this all a bit more, starting with some branding basics and ending with tips for auditing your brand and your competitors.

What is Visual Identity?

People often associate a brand with visual identity, such as imagery, typography, etc. However, brand identity is how the brand sounds and how you show up in the world.

Visual identity is essentially the “look” of your business and the first thing people will connect with. A strong visual identity requires these core elements, created with intention and used consistently across all marketing.

• Company logo incorporating graphics/symbols or text and your brand colors
• Color palette including primary (dominant), secondary (accent), and neutral colors
• Typography consisting of fonts and typefaces that reflect a brand’s personality
• Imagery that includes photos, illustrations, and/or icons to create a visual connection reflective of your brand personality

Here are a few examples of how our brand visual identity comes across in print and digital. Notice the consistency in colors, typography, and brand elements to create a cohesive look.

The examples above reflect a social post, a print piece (sticker), and part of the Evolve Systems website homepage.

What Are Brand Foundations?

Alright, we’ve explained brand visual identity, so what are brand foundations?

Close your eyes and visualize an iceberg. The top part above the water is how things look — your brand's visual identity, which we talked about earlier. The bottom and much larger part beneath the water is your brand voice, tone, and the emotional connection you create — those are the brand foundations.

Here’s another example. Think about your favorite brand. What about the company resonates with you? Maybe it’s their commitment to sustainability, contributions they make to the industry innovations, or how they go the extra mile to help customers. Those qualities are why brand foundations are just as important, if not more important, than a visual identity.

Your brand foundation consists of several elements, all of which should be developed with input from your leadership and other stakeholders.

Mission statement describing the purpose behind why you do what you do

Vision statement stating your long-term vision for your business and how it will serve customers and influence the industry

Core values demonstrating the main principles that guide your business decisions and shape the company culture

Positioning that aligns everyone (internally) on your place in the market, the value that you offer customers, and what differentiates you from the competition

Messaging that is clear and reflects your positioning in a way that’s relatable to your target audience

Personality traits or emotions that define your business and come across in all of your marketing and communications

Making Everything Work Together

Branding is most effective when your foundational and visual elements show up clearly and consistently and work together. Everything, from the tone and messaging to your typography and visuals, should tell a cohesive brand story.

When it comes to branding, every detail matters.

Playful typography of a medical device website? Using stock photography on a website selling home renovation services? Fluff-filled website copy that doesn’t add value? Each of these mistakes can negatively impact brand perception.

As you build your brand foundations and visual identity, pause to think about whether the elements work with or against each other. This isn’t a part of the process that you want to rush — take your time and put thought and meaning into every decision. The time investment will be well worth it in the end, and you will have a brand that you and your customers love!

The example above demonstrates how Evolve Systems combines visual identity (colors, typography, imagery) and brand foundations (values, personality, positioning) on our website.

Okay, We’re Ready! But Where Do We Start?

Before embarking any type of brand development, refresh, or rebrand, you want to start with a competitor analysis. Start by making a list of your top 3-5 competitors. You will want to look at their website, social media, advertisements, emails, and print materials.

Conduct your analysis through the eyes of an industry expert and a potential customer. Pay attention to how each brand element makes you feel and the perception (good or bad) it gives you of the company.

Remember, the goal isn’t to copy your competitors but to see what they’re doing well and where they could improve. To get started, pick a website and take detailed notes for each of the categories below.

Color palette: Do they use brand colors consistently across their website, email communications, and social channels?

Imagery: What style of imagery do they use? Do the photos, graphics, and other visual elements feel connected to the company and their products or services?

Typography: Look at their font choices, taking time to analyze the sizing and header styles used to establish hierarchy. How does the typography tie into their brand colors and other visual elements?

Tone of Voice: Read through their website and social posts. Are they consistent or inconsistent in how they sound?

Headlines and Taglines: How are they grabbing attention to engage with their target audience?

Mission and Vision Statements: Are the company’s mission and vision statements on the website? When reading them, do the statements feel genuine and reflective of internal values and how they serve the market?

Repeat the process for each competitor, taking time to carefully review their website and marketing materials. After your audit is complete, review your notes and start thinking about how you want your brand to be perceived in the marketplace.

Create a Brand That You (And Your Customers) Love

Remember, the purpose of a competitor audit is to provide inspiration, not copy what someone else is doing. Every business has something that makes them unique, and incorporating those qualities into your branding will help build lasting customer connection.

As you think about your brand, focus on what makes you different, and how you want customers to feel when they browse your website or page through a brochure. Talk through your thoughts with a marketing partner and look to their expertise to help guide the development of your visual identity and brand foundation.

Ready to build a brand that truly stands out? Connect with our team to define, design, and implement a brand built for long-term growth.