The visual identity of your brand be it a name, logo or slogan is an amalgamation of data connected to the company. This visualization must create associations and expectations that are produced or served by the company. High visibility and simple recognizability is paramount for the consumer when making instantaneous connections as to what it is and means thus producing reputation.
In most cases a visual identity is built with logo, symbols, colour, fonts, e.t.c which are then adapted and can be developed to represent a companys personality, character, ideas and values. Your business can do its talking through a powerful visual identity.
Great care should be taken with your visual identity as it can immediately put your customers at ease with regards to your companys quality of product and services or it can affect customers perception and turn them away.