13 Branding and visual identity
In public relations, strong branding and consistent visual identity help an organization stand out, build trust, and communicate effectively. This chapter explores how PR professionals use logos, color schemes, typography, and style guides to maintain a coherent image across all communication platforms.
What is Branding?
Branding is more than just a logo—it’s the total experience someone has with an organization. It reflects an organization’s values, mission, personality, and promise to its audience. A strong brand identity:
– Builds recognition and trust
– Differentiates an organization from competitors
– Creates emotional connections with stakeholders
– Supports consistent communication
Visual Identity Elements
Visual identity includes all the visual aspects that represent a brand. These elements work together to form a cohesive and recognizable look:
– Logo: A symbol or wordmark that represents the organization
– Color palette: A set of colors used consistently
– Typography: Preferred fonts and styles
– Imagery: Photography, illustrations, or graphic styles
– Layout and spacing: How elements are arranged on a page or screen
The Role of a Style Guide
A style guide (also called a brand guide) ensures consistency across all materials. It outlines:
– Logo usage rules (size, spacing, color variations)
– Approved color codes (e.g., hex, CMYK, RGB)
– Fonts and text formatting for headlines and body copy
– Voice and tone for writing
– Templates for business cards, email signatures, presentations, and more
Branding in Public Relations
PR professionals reinforce branding in everything they produce, from social media graphics to press kits and event signage. Key branding responsibilities in PR include:
– Collaborating with design and marketing teams
– Ensuring message alignment with brand values
– Using visuals that are consistent with brand identity
– Advocating for brand voice in earned media coverage
Building a Brand for a PR Campaign
Sometimes a specific PR campaign needs its own mini-brand. This could include:
– A unique campaign logo or slogan
– Custom hashtags and social media visuals
– Microsites or landing pages with distinct styling
– Collateral that ties back to the parent brand
Case Study: Nonprofit Rebrand
A youth services nonprofit updated its branding to better reflect its mission and connect with younger donors. The PR team introduced a new logo with brighter colors and modern typography, launched a campaign with compelling visuals, and created a refreshed press kit and website. As a result, media coverage increased and engagement on social media doubled within six months.
Conclusion
Strong visual branding supports all aspects of public relations. Whether launching a campaign or maintaining day-to-day communication, PR professionals must understand how to use branding elements strategically to build recognition, foster trust, and tell a consistent story.
Bibliography
‘Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). *Effective Public Relations* (9th ed.). Pearson Education.
Wilcox, D. L., Cameron, G. T., Reber, B. H., & Shin, J. H. (2015). *Think Public Relations* (4th ed.). Pearson.
Smith, R. D. (2017). *Strategic Planning for Public Relations* (5th ed.). Routledge.
Public Relations Society of America (PRSA). (n.d.). *About Public Relations*. Retrieved from https://www.prsa.org/about/all-about-pr
Barcelona Principles 3.0. (2020). *AMEC*. Retrieved from https://amecorg.com/barcelona-principles-3-0/
Saylor Academy. (n.d.). *Introduction to Public Relations*. Retrieved from https://learn.saylor.org/
U.S. Small Business Administration. (n.d.). *Build Your Brand*. Retrieved from https://www.sba.gov/business-guide/plan-your-business/market-research-competitive-analysis
HubSpot. (n.d.). *The Ultimate Guide to Public Relations in 2024*. Retrieved from https://blog.hubspot.com/marketing/public-relations
Cision. (n.d.). *PR Measurement: What It Is and How to Do It Right*. Retrieved from https://www.cision.com/resources/articles/pr-measurement/
Pew Research Center. (n.d.). *News and Media Trends*. Retrieved from https://www.pewresearch.org/topics/news-habits/
Meltwater. (n.d.). *How to Measure Public Relations Success*. Retrieved from https://www.meltwater.com/en/blog/measure-public-relations
Canva. (n.d.). *What is Visual Identity?*. Retrieved from https://www.canva.com/learn/visual-identity/
