Imagine your favourite superhero for a moment. They have their signature costume, colours, logo, and even a pose. You recognise them instantly. That’s exactly what visual identity does for entrepreneurs and professionals, it makes you recognisable, memorable, and distinct.
I know you might think this sounds a bit childish or even unnecessary, but business people do take this seriously when they want to build an audience that truly follows them. To achieve that, you need to be different and noticeable. We live in a very digital and noisy world, and grabbing someone’s attention long enough to be heard is already difficult, being remembered is even harder.
In business, your visual identity is your “superhero costume”. It’s how people perceive your brand before they even read a word about you. Whether you’re a coach, lawyer, or business owner, having a strong and consistent visual identity builds trust and helps your audience remember who you are.
“Visual identity isn’t defined by luxury or noise; it’s defined by authenticity, by the unique way you choose to show who you are.”
What Is Visual Identity?
Your visual identity is the collection of elements that visually represent your brand. It includes:
Logo: your professional mark or symbol.
Colours: tones that express your personality and brand energy.
Typography: the style of fonts you use in your materials.
Photography style: the way you appear in your images, including composition, lighting, and tone.
Graphics and design: how you present information visually, online and offline.
Together, these elements create a consistent look and feel that makes your brand instantly recognisable.
Having aesthetic cohesion can be challenging, I’ll be honest, I find it difficult too, especially when our budget as solopreneurs isn’t large, and we’re also parents or partners with so many other responsibilities in life. Adding one more thing to the list can sound irrelevant. However, a certain level of consistency can be achieved with simple actions, like keeping a colour palette. Sometimes it’s even good to break the norm a little (not in a crazy way!) to keep things interesting.
Why? I remember when people on Instagram were obsessed with having a “perfect” aesthetic, I found it incredibly boring and clinical. I get bored easily, and for someone like me, that kind of perfection felt like a nightmare, which is why I never followed that trend. Now the trend has changed, and it’s no longer recommended, for the exact reasons I mentioned. So, it doesn’t need to be perfect (and it shouldn’t be), but try to keep a sense of visual coherence so people can still recognise your uniqueness.
Top image: Colourful botanical style designed for Vibrant Doctors. Image to the right: Corporative style. © Leticia Gaidon Bradford Photography.
Why It’s So Important for Professionals
In today’s digital world, your online presence is often your first impression. People see your LinkedIn profile, website, or Instagram before meeting you. If your visuals don’t align with your message, it creates confusion and weakens your professional image.
A strong visual identity:
Builds trust and credibility.
Makes your business look more established.
Helps people remember you easily.
Attracts the right audience who share your values.
For example, a financial consultant might use neutral tones and clean design to communicate trust and professionalism, while a creative coach might choose vibrant colours and expressive portraits to show energy and inspiration.
That said, you can also break the norm deliberately to stand out. For instance, Alex Hormozi is a millionaire who dresses almost like a homeless person, but he can do that because he first earned authority and credibility by making millions before choosing to present himself that way. Now, he plays with that contradiction in his style. But that contradiction feels authentic because he genuinely doesn’t care about fashion and values comfort.
This takes us down another layer of the rabbit hole: whatever you choose must be true to you in an authentic way. Otherwise, you won’t be able to sustain it over time.
Alex Hormozi is an entrepreneur, investor, and philanthropist.
Portrait of Etienne Roux, Group Executive Vice President of Eurofins. @ Leticia Gaidon Bradford Photography.
Creating a Strong Visual Identity
Building your visual identity doesn’t happen by accident, it’s a strategic process. Here are a few essentials to consider:
1. Define Your Brand Personality
Before choosing colours or outfits, understand who you are as a brand. Are you calm and elegant, bold and innovative, or warm and approachable? Your visual choices should reflect that.
2. Consistency Is Key
Try to use the same visual style across all platforms, from your website to your social media. This creates brand consistency, which strengthens recognition and trust.
3. Professional Photography
Your portraits are one of the strongest tools for your visual identity. Professional personal brand photography captures your essence, helping clients see you as confident, approachable, and authentic. The right images can elevate your profile instantly.
4. Be Intentional With Colours and Styling
Every detail sends a message. Your clothing, backdrop, and even the light you choose can influence how people perceive you. Align these elements with the story you want to tell.
Real-Life Visual Identity in Action
Let’s look at how some well-known entrepreneurs and leaders use visual identity to communicate who they are, long before they say a word.
Steve Jobs: His simple black turtleneck, jeans, and trainers became an iconic part of his personal brand. This minimalist uniform reflected his vision for Apple: simplicity, clarity, and innovation. His look was also intentional and aligned with his lifestyle, he was making countless important decisions for a company worth millions, so he chose not to waste time or mental energy deciding what to wear. Jobs was very practical and deliberate in that aspect. It’s well known that we can only make a limited number of good decisions in a day, and using that mental energy on choosing outfits wasn’t a wise way to spend it on something so trivial.
Steve Jobs by Albert Watson.
Gary Vaynerchuk (GaryVee): Always energetic and authentic, Gary’s casual style, confident body language, and direct tone match his message of hustle, unfiltered kind honesty, and self-awareness. His consistency across video, photos, and social media makes his brand instantly recognisable.
Anna Wintour: The sunglasses, the sleek bob haircut, and the elegant yet powerful fashion choices. Her visual identity speaks of authority, sophistication, and timeless taste, all essential qualities for Vogue’s long-time editor-in-chief.
Tony Robbins: His tall presence, rolled-up sleeves, and grounded energy reflect a mix of confidence, strength, and approachability. His visual image aligns perfectly with his brand promise: empowering people to take action.
You don’t need to be a global brand to apply the same principles. Whether you’re an entrepreneur in Aberdeen or a professional building your online presence, your visual identity helps you connect, stand out, and inspire trust.
“Your business is the body. Your brand is the soul. ”
Your visual identity is not just about looking good, it’s about being recognisable, aligned, and consistent. It’s how your audience feels when they see your images, your logo, or even your name online.
Invest in creating a visual identity that represents who you truly are and how you want your clients to perceive you. Because when your visuals reflect your values, your brand becomes unforgettable.
Book your free consultation today and discover how professional headshots can elevate your brand.
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Thank you for reading.
Bye for now.