At Puur we spend a lot of time talking about visual and verbal identity, a lot of people call it branding. Some people even call it brand, but that’s something slightly different. Branding, visual and verbal identity is what our focus is here at Puur. However, unless we’re sat in front of you we don’t really get much of a chance (until now) to clarify what we actually mean.
In very simple terms it is all the visual and verbal elements that you can control that go together to create the picture of you, the picture that you want the outside world to see
In very simple terms, branding is all the visual and verbal elements that you can control that go together to create a picture of you, the picture that you want the outside world to see. It can be a positive vehicle to engage your internal audience, which in turn engages in a much stronger way with your external audience. It’s a big influence on your ‘brand’, but unlike your brand it’s something you can and should completely manage (we’ll talk about the difference between ‘brand’ and ‘branding’ another time).
An organisations identity is much the same as a person’s identity. Just the same way the people you meet will build an immediate (maybe subconscious) opinion of you on how you’re dressed, what you say, even the way you deliver what you say will have an impact. Friends are built up over time, they know your history, your good points and accept your not so good ones. They are friends because they know you and like you. What was it that got you to become friends?
New friends have to take you at face value, until they too build this connection. All the visual and verbal cues you deliver to the outside world, your reputation (justified or not), what common friends have said about you are all factors that attract you to others. These are the things that started that first conversation, that gave the small seed of a connection which built a friendship. The same goes for businesses and organisations.
For a company, identity is evident in anything and everything. From the way the phones are answered to the signage on the outside of the building. It is the business card you give to someone you just met and the website that everyone looks at when they first hear about you. It’s the brochure you sent out and the style of language it’s written in. Visual and verbal identity is all the elements of your business that you can effect.
A great visual and verbal identity is consistent and cohesive. It reflects your values and focuses on your audience. It talks to them in an aspirational and inspirational way, a way that says to them ‘we want to be your friend, we’re your kind of people’.
A strong visual and verbal identity can help you make valuable connections.
This all takes effort though, great identities deliver ROI, they build lasting opinions and keep you top of mind with your audience. Twin this with a great product or service and you have an offer that people remember, that is both recognisable and differentiated.
Does maintaining a strong visual identity mean constant change?
If you’ve got it right you rarely need to change, but just like people, change can sometimes be a positive force. For instance, branding can go out of fashion. The greatest identities are pretty much timeless, but some organisations need to be ‘of the moment’, to keep up with what is graphically ‘trending’. You may need to consolidate the look of you business because of growth through acquisition. Business life is pretty much just like with people, life changes. Your organisation may need a change of direction, a change of focus. All these changes may need to go over all touch points or just few. Do it properly and your identity will work for you. But it should be a conscious decision, otherwise your identity will just be colours and words and have little impact on your business.
How can we help in all this?
Puur is a branding agency, we specialise in the development of visual and verbal identity. All our work is borne from consumer insight, market appraisal and decades of experience. We know that our work is a business tool, it answers a need. We take our work very seriously, delivering both graphic solutions and advice. Give us a zero obligation call today to chat over your needs and how we can help. Talking to us is FREE!