Analysis of visual identity and branding in business ideas

Abstract

The objective of the work is to identify the aspects of relevance of Visual Identity and Branding in business ideas through an analysis, in order to be considered to improve the growth of the same. The mixed research methodology based on the development process proposed by Hueso and Cascant is applied. The results reveal the phases proposed by Hueso and Cascant (problem, design, information gathering, analysis, interpretation and dissemination), with the purpose of gathering data that are functional and of great help to the people of interest and/or readers. It was relevant to implement a visual identity and branding in a large company or Micro, Small and Medium Enterprises, regardless of the scope, because these terms drive the success of the business model. It is concluded that any business idea that wants to position itself in the market through its own identity that distinguishes it from the competition, it is necessary to create a visual identity. Likewise, branding turns out to be an indispensable practice for companies because in its process the construction of the brand is defined including graphic and communicational processes, all the elements that make it up add susceptible and distinctive attributes, which help to make a brand attractive and persuade in the minds of consumers. This work suggests that every company is incubated by a business plan developed in the process of the business idea. Therefore, it is recommended to design a visual identity and branding strategy with the help of experts in the creative development process.