The old saying “the whole is greater than the sum of its parts” will always stand true in branding. A robust name, strategic visual elements, and an authentic brand story come together to create a strong message that people can connect with and want to make themselves a part of.

Often, a name may be the first thought in building a brand, however visual identity can be just as impactful at the start of a brand's commercialization journey. A brand comes to life when iconography, colors, fonts, and many other design elements come together.

This practice doesn’t only apply to consumer brands, but is just as important within healthcare branding and how drug names, packaging and medical labels are perceived by patients and healthcare providers for optimum usability.

So why is a visual identity just as important as a brand name? 

1. Visual Identity Brings A Brand To Life 

A brand’s design elements are much more than just a random assortment of colors and icons. Through these individual visual aspects, we create a narrative that speaks to “who” the product is and what the brand will become in a crowded market. What story should the brand tell and how will the combination of visual elements set the stage for that story when it grabs the audience's attention? 

2. Visual Identity Builds Trust & Connection 

Visual identity elements create symbolic associations that connect to the audience’s emotions and memories. Over time and with consistency, these assist in a brand’s credibility to consumers. This connection can ultimately become a deciding factor when selecting one product over another. 

3. Visual Identity Creates Interest for Healthcare Providers & Keeps Patients Engaged 

Along with creating a positive, emotion-oriented association with a product, visual identity can also spark interest for a healthcare provider, encouraging them to learn more while also staying top of mind when thinking about clinical trials or treatment options for patients. Branded trials increase retention and awareness for patients versus non-branded trials, often a complex string of random number designations. 

“The visual identity of a product or trial allows our clients to create the story of their brand. It is a foundational element, and without it, your brand can fall into the vast seas of a crowded competitive space. Stand out, be bold, while also keeping patient safety at the forefront of all branding decisions,” said Leaderboard Branding Design Manager, Rachel Farrell. 

The pairing of a great name and visual brand firmly establishes your product within the space. There is security in a brand that feels established, often evoking a sense of leadership and promoting belonging. On their own, a name and visual elements are successful, but together they are exemplary! 

To learn more about our visual identity services, visit our services page here. To speak with one of our branding experts, contact us.