Why Your Organization Needs a Visual Identity

Imagine you are out for an afternoon walk (hopefully with a cute pup in tow) and you pass by this house. 

What is your first impression? What do you notice?

What thoughts did you have about the owners of this property? 

Looks a little unloved and messy, right? 

Just like a physical location, your digital presence leaves an impression, a feeling with those passing by. 

Whether people “walk by” your website, Instagram reel, or email newsletter, we want to avoid any feelings of chaos or confusion so that you can inspire them to take action and engage with your organization. 

You can do just that through a consistent, personalized visual identity. 

Below are a few reasons why a visual identity is so important to the success of your organization. 

1. It’s more than a logo. 
   Your organization is more than just a logo. Yes, the logo is important, but what truly allows your organization to stand out and be seen is the accompanying color palette, imagery, fonts, patterns, and layout that transform someone from a website visitor to a donor or worshiper. 
   
   “But what about Nike?” you might ask. Their branding is simply a logo and tagline.
   
   Yes, but also….Nike is a multi-billion dollar organization that spends between $2.5 - $3.5 BILLION PER YEAR on marketing and advertising so people quickly recognize the swoosh. 
   
   You don’t have that monster of a budget. Or global presence. So you cannot solely rely on a simple logo to be understood by the surrounding community. 
   
   You must be consistent in your visual presence in every communication channel, every day, year after year for people to begin to recognize your identity and thus your organization and what your mission is.
   
   
2. Visuals capture more attention. 
   Regardless of the communication channel you use, visuals (i.e. photos, videos, graphics, etc.) are proven to garner more attention, likes, and follows.
   
   The adage “a picture is worth a thousand words” still rings true today even in the age of AI-written content used by billions of people monthly. 
   
   Imagery and colors can evoke emotional reactions while also showcasing the personality of your organization. 
   
   For example, check out these two church websites. 
   Goserve.net
   Oslcrockford.com
   
   What is the mission and personality of each? What emotions do you feel when you visit the church’s website? 
   
   The visual difference is intentional even though they are both Lutheran churches. 
   
   Good Shepherd Lutheran Church is located near Washington, DC and has a large, traditional congregation that is reflected in the rich jewel-tone color palette and kaleidoscope-like patterns. 
   
   On the other hand, Our Savior’s Lutheran Church highlights movement through organic patterns and vibrant colors, reflecting the church’s focus on future generations and growth in the heart of the suburban Midwest. 
   
   
3. Perception is reality. 
   People want to support organizations that look like they have their stuff together. Period.
   
   Human beings highly value order, convenience, and simplicity. 
   
   If your communications are disorganized or confusing, people will start to question how well the organization is internally managed. And large donors will not make that much-needed online gift if we make it too complicated for them to do so.
   
   Yet, organizations continually forget to prioritize their visual identity and online presence. Understandably, we get distracted by the daily tasks that require immediate attention.  
   
   You rarely have time to “test out” the online or in-person visitor experience to identify the loopholes or pain points. 
   
   ​We highly recommend doing an annual digital assessment of your communication channels so you can better understand where your visual identity, communications, and processes may need some updating! 

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Every interaction with your organization needs to offer a quick and easy introduction to the mission of your organization, what you value, and how others can get connected.

A visual identity is crucial to making a great first impression.