{"id":1285,"date":"2020-12-03T08:47:43","date_gmt":"2020-12-03T07:47:43","guid":{"rendered":"https:\/\/openprint.com\/visual-branding-de-marca-que-es-y-por-que-es-importante\/"},"modified":"2021-11-25T13:33:44","modified_gmt":"2021-11-25T12:33:44","slug":"visual-branding-what-is","status":"publish","type":"post","link":"https:\/\/openprint.com\/en\/visual-branding-what-is\/","title":{"rendered":"What is Visual Branding and why it is important for your brand?"},"content":{"rendered":"<p>These are times where \u201cpositioning\u201d and \u201cdifferentiation\u201d have become key assets for brands, and we would like to explain to you <strong>what is visual branding<\/strong> as a part of a brand strategy and why it is so important to create a visual identity for your business.<\/p>\n<p>We would love to start making a difference among three concepts which are frequently interspersed with each other. These are: <strong>brand, brand identity<\/strong> and <strong>branding<\/strong>.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Contents list<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#what-is-brand-brand-identity-and-branding\" >What is brand, brand identity and branding?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#what-is-visual-branding\" >What is visual branding?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#what-are-the-main-elements-of-your-brand-in-visual-branding\" >What are the main elements of your brand in visual branding?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#logo\" >Logo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#typography\" >Typography<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#color-manual\" >Color manual<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#image-styling\" >Image styling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#illustrations\" >Illustrations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#graphic-elements\" >Graphic elements<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#why-is-visual-branding-so-important-for-your-business\" >Why is visual branding so important for your business?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#qualified-lead-generation\" >Qualified lead generation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#decrease-in-the-commercial-task\" >Decrease in the commercial task<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#adding-value-allows-to-justify-higher-prices\" >Adding value allows to justify higher prices<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#it-allows-creating-loyal-communities\" >It allows creating loyal communities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#differentiation-from-competition\" >Differentiation from competition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/openprint.com\/en\/visual-branding-what-is\/#did-you-know-the-term-visual-branding-or-visual-branding\" >Did you know the term visual branding or visual branding?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-is-brand-brand-identity-and-branding\"><\/span>What is brand, brand identity and branding?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<hr \/>\n<p><strong>Brand<\/strong> can be defined as the user perception of a business, so that <strong>\u201cbrand identity\u201d<\/strong> creates itself as the result of a <strong>branding strategy<\/strong>, which gathers all actions carried out by the company to generate its pursued identity.<\/p>\n<p>Once the difference between these elements might be understood, let us move to talk about the visual side of a company&#8217;s branding campaign.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-is-visual-branding\"><\/span>What is visual branding?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<hr \/>\n<p><strong>Visual branding<\/strong> covers all visual elements displayed by a company as a tangible part of a global brand positioning strategy.<\/p>\n<p>Imagine for a second that you are about to launch a whole brand new business so you have run an event where you will gather all your potential clients and try to pull them to your business.<\/p>\n<p>From the bigger picture, the entire event would be the branding action itself, and all the visual elements you have chosen (colors, designs, info displays) would make up the <strong>visual branding<\/strong> part.<\/p>\n<p>We focus on visual elements of a branding campaign as it is important to set the difference between these actions and the logo or identity itself.<\/p>\n<p>So then, visual branding covers only all visual elements that pursue the transmission of a business essential idea to guide users differentiate a brand from others.<\/p>\n<p>Therefore, visual branding is located inside an entire branding strategy setting up all visual elements that will position the company in users mind.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-are-the-main-elements-of-your-brand-in-visual-branding\"><\/span>What are the main elements of your brand in visual branding?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<hr \/>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-837 size-full\" title=\"What are the main elements of your brand in visual branding?\" src=\"https:\/\/openprint.com\/wp-content\/uploads\/2020\/12\/Open-Print-Blog-Branding.jpg\" alt=\"What are the main elements of your brand in visual branding?\" width=\"1200\" height=\"628\" srcset=\"https:\/\/openprint.com\/wp-content\/uploads\/2020\/12\/Open-Print-Blog-Branding.jpg 1200w, https:\/\/openprint.com\/wp-content\/uploads\/2020\/12\/Open-Print-Blog-Branding-300x157.jpg 300w, https:\/\/openprint.com\/wp-content\/uploads\/2020\/12\/Open-Print-Blog-Branding-1024x536.jpg 1024w, https:\/\/openprint.com\/wp-content\/uploads\/2020\/12\/Open-Print-Blog-Branding-768x402.jpg 768w, https:\/\/openprint.com\/wp-content\/uploads\/2020\/12\/Open-Print-Blog-Branding-700x366.jpg 700w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>Let us now define visual branding main elements and the importance of its definition.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"logo\"><\/span>Logo<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>As the visual element that makes users recognize your brand at the first shot. For example, everytime we see Nike logo, we know it is about a worldwide sports clothing firm. This company does not need added messages to their logo as we are able to position the company when seen.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"typography\"><\/span>Typography<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The typing characters style that represents your company values. In this case, if we think about the firm Louis Vuitton, we can see that their initials LV, as well as making up the brand\u00b4s logo, usually appear as part of their clothing designs, due to the power of brand identity they reach through chosen typography.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"color-manual\"><\/span>Color manual<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Maybe you have paid attention to the meaning of brand colors, depending on what concepts they are trying to set up in our minds. Therefore, if a brand seeks to display authority and elegance, like the firm Chanel, it will take black and white colors. There are color guides to help you through choosing the right colors based on your company values.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"image-styling\"><\/span>Image styling<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When developing corporate images, companies carry out a display of patterns that must be common to all images. This visual branding strategy affects concepts such as lighting, focus or filters that are superimposed on images, thus generating a global brand sensation.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"illustrations\"><\/span>Illustrations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Several companies produce original illustrations as part of their visual content, in a way that helps users understand their brand identity with no need of seeing their logo. A good example would be the Ronald McDonald\u00b4s character from McDonald&#8217;s.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"graphic-elements\"><\/span>Graphic elements<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>As graphic elements of the visual identity we understand all the physical supports that are used in the spaces where the branding action is taking place. The materials that make up the design of a commercial space or event, may enhance brand awareness through an effective visual branding strategy.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-is-visual-branding-so-important-for-your-business\"><\/span>Why is visual branding so important for your business?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<hr \/>\n<p>Once the elements that make up the visual part of your branding strategy have been analyzed, we would like to explain the benefits that this strategy brings to the \u201cpositioning\u201d of your brand in the market.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"qualified-lead-generation\"><\/span>Qualified lead generation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you manage to define a successful visual branding strategy, people will accurately understand your business, and this will help you attract the audience that suits you best, decreasing customer acquisition costs.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"decrease-in-the-commercial-task\"><\/span>Decrease in the commercial task<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It is not the same to defend a product nobody knows, than to talk about something that already has numerous references. This can shorten sales funnel and improve the productivity of the sales department.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"adding-value-allows-to-justify-higher-prices\"><\/span>Adding value allows to justify higher prices<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When we acquire a product or service with high brand value, we do not question its elevated price, since we feel represented by the brand and we grant a value equal to its price.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"it-allows-creating-loyal-communities\"><\/span>It allows creating loyal communities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>By developing a unique visual branding strategy, we get people to trust our brand and become representatives of it and promote it among their networks.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"differentiation-from-competition\"><\/span>Differentiation from competition<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Companies investing in professional visual branding strategies obtain a high level of differentiation compared to those that follow traditional methods with zero investment. Today, more than ever, differentiating yourself from the competition can be crucial for obtaining positive returns from business activity.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>As we have seen throughout this article, carrying out a visual branding strategy within your company is increasingly important due to the benefits it can bring to the success of your business.<\/p>\n<p>It must also be taken into account that this strategy must be renewed from time to time, showing that your company evolves as the market does, always in line with current trends.<\/p>\n<p>Therefore, do not hesitate to invest in brand image through visual branding as a guarantee of success for your business.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"did-you-know-the-term-visual-branding-or-visual-branding\"><\/span>Did you know the term visual branding or visual branding?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Leave us your opinion and share it with our community.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>These are times where \u201cpositioning\u201d and \u201cdifferentiation\u201d have become key assets for brands, and we would like to explain to you what is visual branding as a part of a brand strategy and why it is so important to create a visual identity for your&#8230;<\/p>\n","protected":false},"author":4,"featured_media":1287,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1285","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-graphic-design"],"_links":{"self":[{"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/posts\/1285","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/comments?post=1285"}],"version-history":[{"count":1,"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/posts\/1285\/revisions"}],"predecessor-version":[{"id":3112,"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/posts\/1285\/revisions\/3112"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/media\/1287"}],"wp:attachment":[{"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/media?parent=1285"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/categories?post=1285"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/openprint.com\/en\/wp-json\/wp\/v2\/tags?post=1285"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}