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Logos and visual identities – why do they matter? ‍Is it necessary to spend money on a design agency to develop a new logo and visual profile? No, it isn’t exactly necessary, but a strong visual identity comes with a lot of proven benefits that are sure to impact your business positively in the long run. Find out more below.

‍What is a visual identity?

‍To sell their products or services, a company must stand out. There are local competitors, but also more and more online competitors fighting for the same customers. When customers have many options to choose from, the one that looks the most professional gets chosen. And that is precisely what the logo and visual profile should contribute to – make sure customers choose you! Of course, it is the product or service that is most important, but if nobody decides to do business with you, it doesn’t help if the products are great.


‍The most essential element of the visual identity is, of course, the logo. A strong logo means that a company is not only recognized but remembered. The logo should be unique and recognizable to your business, and it should distinguish you from the competition in a positive way.

Visual identity

‍A visual identity is the visual aspect of branding. The identity should evoke positive feelings and experiences with the brand. It includes everything visually related to your brand, such as logo, font, images, and other designs or designs.‍

But why is it important?

‍The most powerful identities are instantly recognizable – and immediately convey a message about the business. Big companies like Nike, Apple, and McDonalds spend millions of dollars every year to market and develop their brands. They know that it directly affects sales and market share. 

“But I’m not Nike or Apple! I’m running a smaller business!” “Why is this important to my business?

 You may not have as big a market as any of these big brands, but there are several documented benefits of a strong identity that is important to all businesses!

1. You get better paid

‍A strong and professional identity has a price. Why is anyone willing to pay tens of thousands of dollars more for a Volkswagen Passat than a Skoda Superb? They are practically the same car, made with the same components of the same factory! For smaller businesses, a strong identity places you in the mind of the customer and conveys the professionalism and quality that is worth paying a little extra for. Professionalism and quality that many of your competitors do not radiate in the same way

2. You deliver quality

“You get what you pay for.” A familiar concept with a lot of truth. If a Passat costs more than a comparable product (Skoda Superb), it must be because the Passat provides better quality. No, not necessarily! The Skoda Superb is built with the same parts as the Passat; the quality is identical! Customers pay more for what they perceive as a brand that is better or of higher quality. The same principle applies to smaller businesses. There is rarely a big difference between what you offer and what your competitors offer, but with a strong identity, in the customer’s opinion, you are positioned to deliver better quality. In short: Look better than your competitors and they will find you better‍

3. You get recognition and loyalty

‍ With a strong identity, customers are much more likely to remember your business. A firm brand name and logo helps keep your company in the mind of your potential customers. People like to be associated with “good” brands. Customers are more likely to recommend you to others if they have a positive experience with your brand

4. You are to be trusted

‍A strong identity creates an image of an established business that has existed long enough to become known. It is more likely to be seen as experienced and generally regarded as more reliable than competing firms. In short: A strong identity makes you look more established

5. You stand out from all the others

‍Businesses are continually looking for ways to differentiate the brand from its competitors. A strong identity can make you stand out in a crowded marketplace. For smaller companies, investing in identity can help you win over other, more prominent competitors.