What Is a Brand And What Is Visual Identity?

It can be quite confusing to distinguish what exactly is a brand and what is visual identity. You may have even heard that it is the same thing after all… It is not.

A brand creates emotional connections with a consumer, good or bad. Actions, product, customer service, logo, visuals, expectations, reputation, employees, and pricing – everything that a consumer experiences with a company reinforces the brand perception.

As Seth Godin has put it, “A brand is a set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”

Visual identity is part of a brand, and it consists of these elements: logo, color palette, fonts, composition, and pictures.

In summary, a brand is an overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer. Visual identity is part of the brand by specifically creating certain feelings through a logo, a set of colors or certain images.

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