In order to have a consistent brand image and build a solid reputation, a company must first think and ask questions about its identity. The image must be built according to the business objectives of the company and the elements that make its products or services stand out in its sector of activity. The visual identity has a great influence on how the consumers, potential or active, perceive the company. It guides the company in all its communications and in all its actions to reach its target audience. It is reflected in all aspects, from advertising to public relations. It is also embodied by the company's staff, which will have a direct impact on the customer experience. Constructing a brand image is a long-term job that requires vigilance because the objective is to attract, charm and above all to engrave in the memory of customers. It is important to stand out from the crowd. To do this, a good knowledge of trends, cultural codes and competition is crucial. This is what will make it possible to find the "unique" style and personality of the company. It is also important that consumers perceive the link between the image of the brand and all the communication pieces of the company. Many people tend to forget or neglect this aspect, so it is important to surround themselves with professionals to avoid any slippage and any sprained brand.