An extremely important part of creating and managing a company is marketing, but that is nothing new. It's no use creating the perfect product if people don't know it because it's perfect, let alone if they don't even know it exists. And it's to make this kind of disclosure that marketing departments have been created and growing more and more...
But it's also very simple to delegate this to the marketing team and move on with life. Is it their job to do that? Yes, it is, but being responsible for making the strategic decisions of the company, research trends and facilitate communication with the different sectors of the company, that's also why marketing area was created.
In the case of digital marketing, it is interesting to know about its base, which is used in all campaigns after it is produced: visual identity. Visual identity is the set of all the company's visual characteristics, being used to define the structure of all its disclosures and its products made in visual media, such as images and videos. It is composed of several parts, the most important being:
Color Palette
The color palette is the set of colors used to represent your company and your brand. It can consist of only two colors, such as Spotify (green and white) and Nubank (purple and white), or multiple colors, as in the case of Google (blue, red, yellow and green).
These colors will appear on the company logo, in images, like the Facebook cover photo, and perhaps in ads and videos (in different amounts, varying from company to company: Spotify usually doesn't use as much, but Nubank uses its colors whenever possible).
It is important to try to use colors and combinations of colors that are not already attributed to other brands, as a way to strengthen your own brand: people will start associating these colors and color combinations with your company, not with anyone else.
Logo
The logo, on the other hand, is much easier to be unique: it can't even be similar to that of other companies, as it can be registered. He's the one who's gonna have the most chance of being associated with the company, just because it's unique.
As he will represent your company, it is very important that it be done by professionals from the beginning and that it follows the trends of the moment. After all, you don't want your company or product to look old-fashioned, do you?
The logo can also have its variations: shorter, longer version, in shades of gray, black and white, alternative colors, etc. To be used in different situations. If you have different products, each one will have to have a logo as well, perhaps even their own visual identities.
Visual Identity Manual
Finally, all the visual identity characteristics are placed inside the visual identity manual.
This manual explains in detail how to use visual identity to disclose your company and products, whether through images or videos, following not only the color palette and the use of the appropriate logo, but also defining the style they should have: whether the images will be simpler or more complex, whether or not you will use the color palette completely, whether you will use real people or animations, etc. It's a bit more technical and focused on the marketing team.
If you want to know what a look like, you can check the visual identity manual of the Federal Government.
This, however, is just the basics: so you can understand your company's marketing a little more and facilitate dialogue with the team. Marketing also presents other areas, such as market research, text creation, among others, but are equally important, but involve other skills and concepts.
