“I like my company’s brand, but I’m in doubt, is it really looking good?” If this question has crossed your mind, you’re not alone. Since we work with brands every day, we hear this often. And, honestly, our usual answer is: it depends. That’s because looking at a brand and trying to quickly define whether it’s good or not might seem simple, but it’s actually a shallow and superficial analysis. Your company’s visual identity needs to be analyzed in the right context. To determine whether it truly works, you need to ask deeper questions.
“The trademark, although a most important element, can never tell the whole story. At best it conveys one or two notions or aspects of the business. The identity has to be supported by a visual language.”
Steff Geissbuhler
More than just looking nice, more than just “cool”, the brand needs to be coherent with who your company is. It needs to align with the values, the mission, and the way you do things. But how do you know if that’s happening? How can you evaluate if your company’s visual identity is truly aligned with all of that? If you’ve just received a new visual identity or are rethinking your current one, this article can help you see with more clarity the points that need attention.
1 – Is There a Brand Strategy?
A common idea is that the brand is the final touch, the cherry on top. Something that comes after everything is ready, just to make it look nice. But, when the visual identity of your company is placed in that decorative role, the evaluation turns into a matter of personal taste. And taste, as we know, varies from person to person. A strong brand doesn’t come from what looks nice to someone’s eyes, but from a strategy that comes from within, connected to what your company does, believes, and offers. So, the first step to understand if your brand is looking good is to ask: does your company have a brand strategy? In our view, this is an essential tool in branding, helping to translate the business plan into more accessible language. It organizes the company’s plans into key topics, like purpose, differentiators, and promises, creating a clear path to align the visual identity with the essence of your brand.
For example, Tartiner makes artisanal spreads with top-quality ingredients. Over time, they realized that their old labels no longer reflected the company’s vision. The new identity was born from a clear strategy: to be a brand connected with the clean label movement. From that, we created packaging with icons and illustrations of the ingredients, bringing out the affection and care of the “little jars of happiness.” A visual expression that resonates much better with who Tartiner is today.
Tartiner has already begun to see the results of this new chapter. The project was shortlisted for the ABRE Award of Brazilian Packaging, in the Graphic Design category for sweet foods. It was also selected for the shortlist of the 15th BDA – Brazilian Design Award, in the packaging category. Seeing Tartiner’s new packaging identity reach such important awards reinforces how strategic design can demonstrate, to the company itself and to the market, the consistency and quality recognized by professionals who truly understand the craft.
+ Also Read – Brand Strategy: What It Is and Why Your Business Needs One
The new labels for Tartiner reflect the brand’s current moment, everything it wants to convey now and have been recognized by both the BDA and ABRE awards.. Photo: Amanda Nunes. See the full project.
2 – Who is the Brand Communicating With?
A visual identity only fulfills its role when it manages to connect with the people on the other side. And for that to happen, it’s essential that your company knows clearly who it is trying to talk to. When this answer is vague, the communication also becomes unclear, and the brand loses strength. So, the question is: does your company have clarity on who it wants to reach and delight? It’s very common for small and medium-sized businesses to answer this question generically, saying that they serve “people of all ages” or “anyone interested in what we do.” But, deep down, these answers don’t say much about who is really on the other side. That’s why it becomes essential to understand in detail who this person is.
For example, Lúcida Letra (which translates literally to ‘Lucid Letter‘) came to us with this question: was the brand making sense for those following the publisher? We suggested conducting research with the people closest to the company, those who already had a relationship with it. The results were revealing: for example, the symbol was not understood by many of the readers. Based on these discoveries, we defined, together, what the brand strategy was, which gave rise to the Beloved Brand of Lúcida Letra, a visual identity more aligned with the company’s positioning.
This project was also a finalist in the Rebranding – Existing Brand Revitalization category at the 9th edition of LADAWARDS, the largest design award in Latin America. In addition, it was shortlisted for the 15th BDA – Brazilian Design Award and received a featured badge in the Brand category on our Behance page. These recognitions come from experienced professionals and rigorous juries, reinforcing the maturity of this brand.
+ Also read – How Is a Brand Strategy Born? Our Step-by-Step Methodology
Lúcida Letra listened to its readers and customers to understand if the brand still made sense. The new visual identity was also recognized as a finalist at the LADAWARDS and BDA competitions. See the full project.
3 – Does Your Company’s Visual Identity Stand Out?
One of the most effective ways to understand if your company’s brand is on the right track is to observe what’s going on around you. When your visual identity looks too similar to others in the same industry, your company risks being confused with competitors or perceived as generic. That’s why it’s worth investigating: who are your company’s direct competitors? What does their visual identity look like? Are there symbols, colors, or styles that are too similar to what your company is using? The more these elements are repeated, the harder it becomes for your brand to stand out. In other words, you can define a clear list of elements to avoid. This type of comparison is essential for your company to carve out its own space. That’s why analyzing the competitive landscape can be a powerful starting point.
This was exactly the reflection that Mapa, a Peruvian exchange agency, decided to undertake. Until then, its visual identity used very common elements in the sector, like airplanes and map pins, accompanied by sober shades of blue. When it was time to rethink everything, we created, together, a more lively and personalized visual language, where each letter of the name turned into a Mapa (map), and the destinations gained brushstroke shapes, symbolizing the beginning of a new journey. The result was a distinctive brand that clearly differentiates itself from others in the same market.
+ Also read – Is It the right Time to Invest in My Brand design?
Mapa’s visual identity helps the company stand out in the exchange programs market. See the full project.
4 – Does Your Company’s Brand Have a Visual Repertoire?
Many people believe that visual identity is just the logo. But vibrant brands need a visual repertoire. Colors, typography, graphics, icons, illustrations, mascots, patterns, and more. You don’t need to have everything, but it’s important to have enough to create a expressive communication. It’s worth paying attention to the materials your company is already using like social media, website, packaging, signage. Do they feature a variety of resources to express the brand’s identity? Or does everything revolve around the repeated logo? When the repertoire is limited, the communication can feel monotonous. But with a well-structured visual system, it gains flexibility, and gets more interesting. If this set hasn’t been established yet, it may be time to expand.
That’s what happened with Amuri, for example. They work with financial education and had already been communicating with visual elements taken from the covers of the two books they wrote, materials that were quite successful. However, despite being familiar, these elements hadn’t been thought of as a brand repertoire. In creating the new identity, we rethought everything. We developed a unique visual system with colors, graphics, and shapes aligned with the Beloved Brand personality Amuri wanted to express. The result was a more authentic and cohesive communication system, supported by a robust set of assets ready to be used across the various brand touchpoints.
A new visual repertoire that translates the personality of Amuri and facilitates communication in everyday interactions. See the full project.
5 – Does Your Company’s Visual Identity Work Well?
A beautiful brand on paper doesn’t always work well in the real world. Sometimes, the visual looks interesting at first glance, but when it comes to using it, difficulties arise. That’s why it’s worth taking a moment to observe: does your company’s brand work well at different sizes? Is it legible when displayed in small formats, like a business card or social media icon? And when applied over dark or colorful backgrounds, is it still visible? Problems in these areas can create a sense of neglect and negatively affect how your company is perceived. A well-thought-out visual identity needs to work across different formats and situations. And ideally, it should come with usage guidelines to maintain consistency over time. If the application of your brand still raises doubts or obstacles, it might be time to address it with more care.
That’s what happened with Bangalô Ilhabela, a charming retreat located on the beautiful island of Ilhabela in Brazil, offering unique and cozy bungalow accommodations. When they came to us to redesign their visual identity, we noticed that the previous brand was being used in formats that didn’t ensure good quality. This was because the original files weren’t available in professional versions, like vectors. This is a very common problem that ultimately hurts the company’s perceived quality. In the new Beloved Brand project for Bangalô Ilhabela, we made sure to deliver all the necessary files, along with clear usage guidelines, to ensure that the new visual identity worked well across all touchpoints.
After the Beloved Brand project, Bangalô Ilhabela now has everything they need to use their brand with confidence. See the full project.
Conclusion: Is My Brand in Good Shape?
Determining whether your company’s visual identity is on the right track involves more than just assessing if it’s beautiful or modern. What truly matters is understanding whether it accurately represents who your business is, what it offers, and how you want to connect with people. Starting with your brand strategy is essential. It organizes ideas, translates your business plan into a more accessible language, and helps build a visual path that makes sense. From there, it’s important to pay close attention to who your company wants to enchant, listen to these people, and understand how they perceive the brand today.
It’s also crucial to observe the surrounding landscape: what are other companies in your industry doing? Does your brand stand out clearly? And don’t forget something fundamental: your company’s visual identity isn’t just the logo. It lives in the details: the colors, the fonts, the graphics, and every touchpoint with your audience. And, of course, all of this needs to be technically prepared to work well in all formats, with quality.
These are just a few of the key questions we consider when someone asks us, “Is my business’s brand looking good?” We hope these reflections help you better assess your company’s visual identity. Have any questions? Leave a comment, and we’d love to chat! Does your business want to captivate? Request a Beloved Brand proposal and let’s talk!