There’s an important distinction between the terms “branding” and “visual identity.” A brand covers the whole ethos, philosophy and purpose of the brand, including things like the brand story, the mission of the brand and the personality or “tone of voice.” The visual identity is just the superficial visual representation of all that — it’s one part of a business’ branding.
When it comes to rebranding, there’s a lot that a business will want to weigh up. So how can you avoid pitfalls and remain memorable even as trends come and go? A proper, effective rebranding certainly takes time, but the effort you put in at this stage ensures you won’t be playing catch-up with your competitors for the next few months — or even years.
