Use These Tools and Techniques to Create a Visual Brand Identity

A strong and consistent visual branding strategy ensures your business has the potential to stand out in a crowded market. Catchy visuals help establish clients’ trust and foster their loyalty over time.

Technological tools provide the opportunity for both startups and established companies to create, streamline, and manage a company's brand identity, maintaining consistency across various channels. In this article we will explore practical tools and technology branding techniques your business can use to create a cohesive, resonating, and efficient visual marketing strategy.

How to Create a Visual Brand Identity: Tools and Techniques

Design Platforms

Global brands today can rely on centralized systems to maintain a uniform look in their advertisements and social media channels:

Centralized design platforms, like Canva, Adobe Creative Cloud, and Figma, allow businesses to store and share essential elements such as logos, fonts, and templates among team members. Color-locking features prevent deviations from signature color palettes, ensuring consistency and recognition, and allow staff to access the same resources, avoiding inconsistencies.

Digital asset management (DAM) systems, like Bynder and Frontify, enable businesses to organize, store, and distribute brand assets effortlessly. DAM systems can be used to distribute region-specific branding materials to local teams, ensuring cultural differences are being considered without altering the brand’s identity.

Design platforms simplify the visual branding process for smaller businesses. A local coffee shop, for instance, can create editable templates for flyers, social posts, and menus, ensuring all materials align with its main message.

Augmented Reality and Virtual Reality

Augmented reality (AR) and virtual reality (VR) redefine how customers interact with brands.

AR-powered tools like IKEA Place allow customers to visualize furniture in their homes, establishing essential connections between the brand and clientele. The immersive user experience makes campaigns more relatable, establishing trust and loyalty.

VR can be used for emotionally evocative storytelling campaigns.

Using AI to Create Brand Identity

Imagine launching a new company and having a tool that analyzes your campaign’s message and purpose, defines your target audience, and utilizes color psychology to develop a color scheme that effectively transmits your idea to a specific category of people and triggers certain emotions.

Marketers already use technology to collect data on current trends in their industries to ensure their content remains relevant and engaging. Looking ahead, predictive AI will do the same for visual marketing, allowing businesses to anticipate customer needs and adjust branding visuals in real-time.

Right now, small businesses can utilize artificial intelligence tools, like Looka, Tailor Brands, and Adobe Sensei, to automate the creation of key visual brand identity elements, such as logos, typography, and color palettes. Companies with tight budgets and limited human resources can seamlessly automate tasks like resizing images or optimizing marketing materials for multiple platforms. AI photo editors can enhance various types of visuals without compromising the overall aesthetic.

For example, a fitness brand might use portrait visuals of its trainers and clients to highlight transformation. Specialized tools for portrait photo editing help refine these visuals, making them appear more professional and brand-aligned. These tools go beyond correcting minor flaws in models’ faces; they can unify lighting and tone in photos and refine compositions, ensuring polished yet authentic visuals. Marketers can create high-quality and appealing campaigns without compromising relevance and trustworthiness.

AI Tools at Work: Real Examples

Coca-Cola

AI tools can help marketers create content for specific audiences based on data such as preferences, demographics, and regional cultural nuances. Collaborating with platforms like OpenAI’s GPT-4 and DALL·E, Coca-Cola launched the “Create Real Magic” platform. It allowed buyers to create unique artworks with signature Coca-Cola brand assets.

This strategy engaged customers creatively and helped the company collect valuable insights on how people perceived the brand.

- YouTubewww.youtube.com

Nutella

Nutella's “Nutella Unica” ad campaign utilized AI to create unique, personalized jar designs for consumers in Italy. This allowed Nutella to offer customized products that appealed to individual tastes and preferences.

Seven million uniquely designed jars (artificial intelligence helped ensure no two jars were identical) were sold within a month, reinforcing Nutella’s reputation as an innovative and consumer-focused brand.

- YouTubewww.youtube.com

Utilize Tech Tools to Create Consistent Visual Branding

Technological advancements have reshaped the way companies approach visual branding. From centralized platforms that streamline asset management to AI-powered solutions for personalized advertisements, tech tools are helping businesses maintain consistency in marketing and improve brand recognition.

Taking advantage of the latest technological trends in visual branding can help your business simplify workflows, save time, and create a visually cohesive identity that captivates and connects with your customers across every platform.

About the Author

Post by: Maryna Yurlovska

Maryna Yurlovska is a professional photographer with over a decade of experience. Her portfolio spans fashion, portraits, and candid backstage moments, capturing genuine emotions and telling compelling stories without words. She is also a product marketing manager (PMM) at Skylum.

Company: Skylum
Website: www.skylum.com
Connect with me on Facebook and Instagram.