Visuals that Speak: 5 Strategies to Elevate Brand Equity in a Purpose-Led Economy

As visual communication designers, we understand the power of aesthetics in shaping perceptions and influencing decisions. This power is especially critical when it comes to brand equity—a concept that represents a brand’s value as perceived by consumers. Strong brand equity can be the difference between blending in and standing out.

Visual communication design plays a pivotal role in building brand equity. It helps create a recognizable and memorable identity that resonates with consumers. Let’s delve into how different elements of visual design contribute to this process by focusing on some Canadian companies who are doing it well.

Canadian Visual Design Stars

Colour: Colour elicits an emotional response and sets a specific mood. Salt Spring Coffee is a good example of a brand that strategically uses colour to elicit emotional responses and set a specific mood. The predominant use of green in their branding embodies their commitment to sustainability and organic farming. This colour choice not only resonates with environmentally-conscious coffee consumers, but also sets a tranquil and natural mood that echoes the brand’s roots in the serene environment of Salt Spring Island. The vibrant touch of red in their logo symbolises their passion for coffee and their energetic approach towards fair trade and environmental stewardship. In essence, Salt Spring Coffee’s colour palette reinforces their brand identity and enhances their brand equity by evoking specific emotions and associations tied to their values.

Colour elicits an emotional response and sets a specific mood.

Typography: A brand’s chosen typeface can express its character and beliefs. Take for example, Canada Goose, a celebrated outerwear brand in Canada. Their use of a bold and sturdy font mirrors their promise of delivering robust, enduring quality and their undeterred spirit in face of harsh weather conditions.

Logo: A well-crafted logo can become an emblem for the brand itself. An excellent example of a well-crafted logo becoming an emblem for the brand itself is the logo for ChopValue. This company, which recycles used chopsticks to create beautiful, durable, and environmentally-friendly products, has a minimalist logo that captures the essence of their business. The straightforward yet highly symbolic logo features an iconic pair of chopsticks, signifying their core resource and hinting at their commitment to environmental sustainability. Every time a customer sees this logo, they’re reminded of ChopValue’s innovative approach to recycling and the brand’s dedication to upcycling what would otherwise be waste. The simplicity and memorable nature of the logo underscore the brand’s philosophy of extracting beauty and value from simplicity, reinforcing their unique brand image and further consolidating their brand equity.

Every time a customer sees this logo, they’re reminded of ChopValue’s innovative approach to recycling and the brand’s dedication to upcycling what would otherwise be waste.

How can your organization leverage visual design to build brand equity? Here are 5 strategies:

1. Consistency: Ensure that all your visual elements—from your colour scheme to your logo—remain consistent across all platforms. This consistency reinforces brand recognition.
2. Relevance: Your visual design should reflect your brand’s values and appeal to your target audience. For instance, if you’re a luxury brand, your design should convey elegance and exclusivity.
3. Originality: Stand out from the competition by creating unique designs. Originality helps differentiate your brand and makes it memorable.
4. Simplicity: Keep your designs simple for easy recognition. Simplicity ensures that your brand identity is clear and accessible.
5. Emotion: Use visual design to evoke emotions and create connections with your audience. Emotional engagement can foster brand loyalty, a key component of brand equity.

Visual communication design is not just about aesthetics—it’s a powerful tool for building strong brand equity. By strategically using elements like colour, typography, and logos brands can create a distinctive identity, foster customer loyalty, and ultimately, position themselves for success in the marketplace.