Become unforgettable: build a strong visual identity

Who goes out clubbing without caring how they look? Nobody? So why neglect your company’s appearance, only to be surprised when you go home empty-handed? Forgive the somewhat cheeky introduction, but it’s time to act.

Since 2012, our communications agency has seen its share of logos made in-house, by a cousin, by a dubious freelancer or, in recent years, through a website. And the verdict is very often the same, and final. A strong visual identity can’t be improvised: it’s built, methodically. Here’s how to become identifiable, remarkable and memorable.

It all starts with the name (and the logo)

It all starts with that precious logo. In fact, we’d even say it all starts with your company’s name…

Before drawing a single shape, a few questions need answering:

• What is your story?
• What is your business?
• Who is your target audience?
• What are your goals, your values, your ambitions?

If no one asks you at least these questions (or if you don’t ask them yourself before creating your identity), “Fly, you fools!” as Gandalf would say.

Be identifiable

Your company’s name and logo define an identity around which you’ll need to build a whole world. An identity to say what you do, to attract, to stand out, to stick in people’s minds and to inspire trust. We’ll say it again: inspire trust!

Once again, take the time to ask yourself the right questions and, above all, answer them objectively. Yes, emotions and feelings can be misleading at moments like these.

Bitwip’s advice: a strong visual identity starts with clarity on your fundamentals. It’s the foundation of effective communication.

Be remarkable

Do we really need to elaborate on this one? Experience tells us we do.

Being remarkable means being unique, different. It means making sure no one can walk past your storefront without stopping, or at least without making eye contact. It also means triggering a positive reaction (PO-SI-TIVE).

Be the person who walks into the club and everyone turns to look at, biting their lips.

Be memorable

Now that you’ve been noticed, the goal is to stay in people’s minds. And we can all agree: as customers, we have better things to do (and to remember) than a store’s long-winded, unpronounceable or just plain shady name.

To be memorable, think:

• short;
• simple;
• easy;
• effective;
• and, the icing on the cake, impactful.

Why? Because people need to be able to talk about your company, your brand.

A name no one remembers is a brand no one talks about.

From visual identity to brand image

That’s right, ladies and gentlemen: once you’ve created a real identity (name, logo, colors, typography, overall look…), you can now talk about a brand, and about your brand image.

From then on, you can communicate with your audience the way you proudly strut your stuff on the dance floor, because the style is there! The presence is there! “Check out that swagger!”

Of course, if it were that simple, Bitwip would have to close up shop. Fortunately, creating a strong identity with a name, a logo, a brand book or a set of brand guidelines is what we do every day, and we love it. To find out what this famous document contains, read our article what is a brand book? And to see an identity built from A to Z, dive into our Dormez Français case study, from blank page to online sales.

Note: a logo is not a set of brand guidelines! But we’ll explain that over coffee at the agency.

Frequently asked questions

Where should you start when creating your visual identity?

With your fundamentals: your story, your business, your target audience, your goals and your values. Then everything starts from the company name, followed by the logo.

What makes a visual identity strong?

It makes you identifiable (people understand what you do), remarkable (people notice you) and memorable (people remember your name and talk about it). And above all, it inspires trust.

Is a logo enough to make a visual identity?

No. The logo is the starting point, but a visual identity also brings together colors, typography and the overall look. And a logo is not a set of brand guidelines.

No more hesitating: get in touch with us today.