Developing a powerful visual identity for your brand

In today's world, visual identity plays a crucial role in how the public perceives a company or organization. It is the visual representation of a brand. It includes elements such as the logo, color scheme, typography, and imagery used to communicate the brand's values, mission, and personality.

A strong visual identity helps a company or organization to stand out in the marketplace and be easily recognized by consumers. It also conveys a sense of professionalism and credibility, which can be particularly important in the digital age, where first impressions can be made online.

You can utilize visual identity to build a strong emotional bond with your customers and be an essential component of brand awareness. In the modern world, where there is a plethora of choices and consumers can switch brands easily, this can be very significant. A visually appealing and cohesive visual identity can help build customer loyalty and keep them returning for more.

What is visual identity?

Visual identity, also known as brand visuals or visual identity design, refers to the visual elements representing a company or organization. This includes logos, color themes, fonts, and images. A solid visual identity helps to show a brand's unique personality and sets it apart from its competitors.

Visual identity design is a crucial aspect of branding. It's vital for a company's visual identity to accurately reflect its values and personality, as well as appeal to its target audience. The design process typically involves the creation of a style guide, which outlines the specific elements that make up the visual identity and how it should be used consistently across all marketing materials.

You must note that a logo alone is not a visual identity. It's a complete system that includes every visual component of your brand, and these components when employed consistently, aid in building a strong, recognizable brand that appeals to consumers.

What's the difference between visual identity and brand identity?

Visual identity and brand identity is two closely related concepts in the world of branding, but they are not the same thing. Visual identity refers to the elements representing a company or brand, such as the logo, color scheme, typography, and imagery. These elements create a cohesive and consistent visual representation of the brand.

Brand identity, on the other hand, describes the overall image and perception of a brand in the minds of consumers. It includes not only the visual elements of the brand but also the brand's personality, values, mission, and messaging. Brand identity is the sum of all customer experiences and interactions with a brand, including visual elements and the brand's products, customer service, and other touchpoints.

In the context of using Strikingly, visual identity is an essential aspect of branding that helps to create a cohesive and consistent look and feel across the platform, which is used to create a visually appealing and professional look for websites built on the platform. To build a solid and loyal customer base, your business should establish a clear brand image and convey its values, mission, and personality to customers. By using Strikingly, companies can create a visually appealing website that reflects their brand identity and helps to establish a tight emotional relationship with their customers.

Visual identity and brand identity are critical for businesses looking to create an impact in the online business world. Visual identity helps to create a united and consistent look and feel for websites built on the platform. In contrast, brand identity encompasses the company's overall image and perception in customers' minds. By using Strikingly, businesses can effectively incorporate visual and brand identities in their online presence.

What are the things to consider before creating your visual identity?

When developing a visual identity, the target audience is an important consideration. A brand's values, purpose, and personality are communicated to the public through brand visuals, which is a crucial branding component. It's crucial to consider the target audience and what they want from a brand to sufficiently express this message.

Target Market

By considering the target market, you can develop brand visuals that resonate with them and successfully convey your brand message. For instance, consider including contemporary and edgy design aspects into your visual identity if your target market is youthful, stylish, and tech-savvy. But if your intended audience is more conventional and conservative, you might want to incorporate more traditional and timeless design features.

One way Strikingly can help businesses understand their target market is through analytics and marketing tools. Strikingly provides detailed analytics on website traffic and user behavior, which can be helpful in understanding who is visiting the site and how they interact with it. This information can be used to identify patterns and trends in visitor demographics and behavior, which can help understand your target market better.

Strikingly's analytics page

Image taken from Strikingly

Through our built-in site metrics meter, you can keep tabs on the on-site activity at Strikingly, depending on the number of unique visitors. However, you can embed Google Analytics to get a more detailed assessment of your website's performance in terms of site traffic.

In addition to analytics, Strikingly also offers a range of marketing and communication tools, such as email marketing and social media integration. These tools can be used to reach out to and engage with potential customers, gather feedback, and learn more about their needs and preferences.

Brand values and personality

Your brand's values and personality are important factors when creating your visual identity. Your brand's values are the principles and beliefs that guide your business and inform your decision-making. On the other hand, your brand visual identity refers to the character and style that distinguish your brand from others.

When creating your visual identity, it's important to consider what sets your brand apart from its competitors. What makes your brand unique? What values and personality do you want to communicate through your visual identity? For example, if your brand values sustainability, choose a visual identity that includes eco-friendly colors and imagery. Alternatively, if your brand has a fun, playful personality, you might choose a more colorful and energetic visual identity.

Your visual identity should effectively communicate your brand values and personality to your audience. By considering these factors, you can create a visual identity that resonates with your target audience and differentiates your brand from your competitors.

Brand Positioning

In contrast to your competition, your brand's positioning describes how you want your audience to view your brand. Your brand stands out and establishes its position in the marketplace thanks to its unique value offer.

The positioning of your business and the message you wish to deliver to your audience should be considered while developing your visual identity. For instance, if your brand is positioned as a luxury brand, you may adopt a more luxurious and sophisticated visual identity that uses designer-quality typefaces and colors. Alternatively, if your company is marketed as a fun and inexpensive choice, you might choose a bold and vibrant visual identity.

When creating a website with Strikingly, you can use the platform's design tools to personalize its look and establish a visual identity that complements the positioning of your company. This entails selecting a template that complements the appearance and feel of your brand, personalizing the website's colors, fonts, and general design, and utilizing top-notch photos and graphics that convey your brand's positioning. You can develop a visual identity that effectively communicates your brand's value proposition to your audience by considering your brand's positioning when building your website.

Brand Tone

The voice of your brand, often known as brand personality and style that you communicate with your audience. It can be formal or informal, serious or lighthearted, depending on your brand's values, character, and the nature of your business.

It's crucial to consider your brand's tone of voice and intended audience communication method when crafting your visual identity. This will assist you in developing a visual identity that accurately captures the essence of your brand and appeals to your target market.

You can use the Strikingly platform's design tools to tailor the look and feel of your website and produce a visual identity that complements your company's voice. For instance, select a more subdued color scheme and conventional fonts if your brand has a serious and formal tone of voice. However, if your business has a more upbeat and humorous style, you might opt for bolder hues and amusing fonts.

Brand's industry and competition

Depending on your business type, the graphic features utilized by a brand can differ significantly. Logos, color schemes, typography, images, and graphic elements like icons or patterns are popular visual elements used in various sectors.

It is imperative to carefully evaluate these characteristics and how you use them to express the brand's distinctive value and personality to set a company apart from its rivals through its visual identity. This may entail creating a bold and recognizable logo as well as selecting colors and typography that stand out and are representative of the brand's positioning and values.

By building a website with Strikingly that showcases a well-designed visual identity, a brand can create a memorable and professional online presence that effectively communicates its value proposition to its target audience.

Take a look at the websites below to strike inspiration in building your visual identity:

Peggy Liu

landing page

Image taken from Peggy Lui Strikingly website

This website used playful images, fonts and color palettes to incorporate in their brand. It speaks of artistic touch when you stumble upon their website.

Japan Crafts

landing page of

Image taken from Japanes Crafts Strikingly website

This website has a clean, minimal design focused on clear, crisp images. The layout is well-balanced, with a hierarchy of information that guides the user through the content. The brand visuals in this Strikingly website speak volumes of class and elegance.

Sim Mau

landing page of

Image taken from Sim Mau Strikingly website

This comics blog focuses on publishing content about comics and graphic novels. It has a clean, organized layout that makes it easy for visitors to find and read the content they are interested in.

Barbara Szucs

landing page of

Image taken from Barbara Szucs Strikingly website

Barbara Szucs website showcases her work portfolio as a freelance illustrator. The color theme on her website is straightforward but speaks volumes about what she wants to convey to her site visitors. Her visual identity on her website stands out, and her style is evident on her landing page.


landing page of

Image taken from Bisons Strikingly website

Bisons’ visual identity is more of an edgy kind of website. The overall look and feel of the website, from the logo, the landing image, the color theme, and fonts emits a happy vibe.

What did the sample visual identity from the websites above make you feel? Did it echo the brand visual identity that they are aiming for? Build your website with Strikingly and take advantage of our features to create your visual identity design.