I design & build websites as well as visual identities for businesses (small-med established and startups).
Often I have business owners come to me with website shame. Perhaps they’ve been in business for a few years, they got a quick logo designed on the cheap and it’s served them well up until now. They come to me expecting that I can build them a great website, we have a chat and we vibe and then I ask to take a look at their brand assets before I quote for the project and all they have are basic elements of visual identity – one .png (or worse .jpg) logo. No logo variations, no colour specifications, no vector versions of their logo, no brand guide – just a simple basic logo that they got done from some guy on a cheap website service or they’ve DIY on Canva (by the way logos are copyrighted automatically by Canva).
If sounds like you then you are not alone. Many business’ start out cutting costs and design/marketing are often at the bottom of the priority list. They get a quick website built and it serves them well until they grow and all of a sudden they’re embarrassed to send customers to their website because they know the website no longer serves their customers. But this is bigger than your website, this has to do with your company’s visual identity.
What is Visual Identity?
A visual identity is more than just a logo and there is a difference between brand and visual identity.
A visual identity is a set of (you guessed it) visual elements that consistently represent your business. This includes your logo, colours, typography, and imagery, as well as your tone of voice when communicating with customers. Couple this with a clear style guide and it helps me effectively incorporate your visual identity into your website.
A brand is a little more in depth is the result of consistency and authenticity. It is your overall identity and perception that you create in the minds of your audience. A brand encompasses the visual elements, messaging, values, and experiences associated with your business. A brand is essentially how your business is perceived by your customers and how you distinguish yourself from competitors. It goes beyond the tangible aspects and often includes intangible qualities like reputation, trust, and emotional connection with the audience. Building a strong brand involves consistent communication, delivering on promises, and creating a distinct and memorable impression in the market. Most importantly though, a brand is a work in progress; as you evolve so will it.
Can’t you just do a basic website without a full visual identity?
Can’t you just do a basic website without a full visual identity?
That’s a hard no for me. I take my work too seriously to do this. Plus it will probably cost you more in the long run because I’ll have to create additional assets for your website that previously didn’t exist and I’ll have to put more time and effort into the visual elements of your website. This will increase the cost of your website. I don’t cut corners.
What if I don’t have a visual identity?
You should really consider getting one done if you want to be taken seriously by your potential new customers. That’s why you’re upgrading your website right? Check out my visual identity packages here and if you choose to do visual identity and a website with me you’ll get a 10% discount.
Thanks for reading and a reminder – sometimes it seems like the easier option when you are starting out is to get something done cheap and quick, but you’ll end up paying more in the long run – not just with the cost of redoing your logo and identity but also with the potential loss of customers due to lack of integrity and consistency.
If you are looking to develop your brand and visual identity on your own, take a look at my free ebook here.
