Enhancing Brand Visual Identity for Addressing Digital Customers’ Pain Points: A Structural Equation Modeling Approach

Abstract

This study aimed to identify the dimensions can help develop a brand’s visual identity to address digital customers’ pain points. An online survey was distributed to 600 digital customers in the Kingdom of Saudi Arabia. Structural equation modeling by the partial least squares method was used for the data analysis. The current study contributed to reaching the most important dimensions of creating a distinctive and unique visual identity, which was represented in the Emotional connection, Mental positioning, Professionalism, Brand eloquence. Marketers can benefit from these results in creating a distinctive and unique visual identity that contributes to overcoming the customer’s pain points, and then reaching the target customers and attracting them to the brand and linking with it, and increasing the sales and profits of the digital organization. also, can benefit from these findings when preparing the marketing strategy to match the components of the organization’s unique and distinctive visual identity.

Keywords:

• visual identity
• emotional connection
• mental positioning
• brand rhetoric
• visual identity professionalism

Disclosure statement

No potential conflict of interest was reported by the author(s).