As a graphic designer, I spend a lot of time talking about brand visibility... how you show up, how your business looks, and how people recognise you. But visibility isn’t just about showing up more. And it’s definitely not just about having a pretty logo.
So let’s start with the big question…
What actually is a brand?
Most people, when asked, will say:
A logo, a few colours, maybe a tagline.
And yes, those are part of your brand.
But your brand is so much more than that.
Your brand is the feeling people get when they come into contact with your business. It’s your reputation, wrapped up in visuals, language, personality, and the little details of how you show up.
It’s what people say about you when you’re not in the room.
And that’s where design comes in.
Design: Your First (and Fastest) Impression
Design is often the very first thing people notice... the social media post they scroll past, the banner they walk by, or the website they click on.
Within seconds, people make assumptions:
Do you seem trustworthy?
Professional?
Approachable?
Creative?
And once that impression is formed, consistency is what cements it.
I often say design is the glue that holds your brand together. If your colours, fonts, and imagery are used consistently, people start to recognise you without even seeing your name.
Think about brands we all know:
Nike — you can spot the swoosh anywhere, even tiny in the corner.
McDonald’s — that yellow “M” could be drawn by a toddler and still be recognisable to millions.
Starbucks — the green cup, the siren logo… you know it instantly, whether you’re in the UK or New Zealand.
Apple — minimal, clean, restrained. Even their adverts and packaging feel unmistakably “Apple.”
That’s the power of consistent design:
instant recognition, without needing a name attached.
Why Visibility Without Consistency Is Just… Noise
You could show up every single day online, but if:
every post looks different
your tone keeps changing
your colours are all over the place
…people won’t connect the dots.
They’ll see you.
But they won’t remember you.
Consistency is what helps people stick your business to your name, your face, and your story.
The Confidence Factor (This Is Where It Gets Good)
Consistency is not just about how others see you, it’s also about how you feel when you show up.
A recent client of mine launched a brand-new business. When her branding was complete, she said: "It finally looks and feels like me. I feel ready to go out into the world now.”
That’s the confidence a strong, clear brand gives you.
And it’s the same in larger organisations too. When I support marketing teams with rebrands or new collateral, I hear things like:
“The staff feel so much prouder to work here now.”
“It feels exciting again.”
Branding lifts internal confidence just as much as it does customer trust.
And here’s the key bit: Confidence fuels visibility.
If you’re proud of how your business looks, you’ll show up more... and more confidently.
Branding Has Evolved… A Lot
Ten years ago, a brand was:
a logo
a website
maybe a printed brochure
Now?
Your brand lives across every touchpoint:
social media
your website
email marketing
packaging
signage
the way you reply to DMs
your photography
your graphics
and yes… even how you show up in Tesco when you bump into someone from networking
Because now we’ve also got the joy of… personal branding.
As if we didn’t have enough to juggle!
We’re everywhere these days! On Stories, on social media, in local groups, at events. People see us as much as they see the business.
Which means your personal brand needs to align with your business brand.
You want people to look at you and your visuals and think:
“Yep, that makes sense. That’s them.”
Real-Life Example: The Market Stall Moment
If you’re a creator selling products, this one’s for you.
Your market stall should feel instantly connected to your social media posts.
The colours, the vibe, the photography, the fonts... all of it should align.
Someone who’s seen your posts online should walk past your stall and think:
“Oh! That’s them.”
That’s how design supports visibility.
So, What Should You Take Away From This?
A few simple but powerful questions:
1. Do all your touchpoints feel like the same business?
Website, socials, emails, signage - same vibe? Same personality?
2. Are you using design to reinforce your message, values, and story?
Consistency doesn’t mean boring.
It means recognisable.
3. Are you showing up confidently?
Because confidence leads to visibility, and visibility leads to opportunity.
And remember…
Visibility gets you noticed.
Consistent design makes you memorable.
And together, they build trust — the foundation of a brand people believe in.
