Why is Brand Identity important in business reports?

Brand Identity Report BI


The fundamental role that data visualization plays in business decision-making no longer needs to be highlighted. However, the impact of brand identity in internal corporate reports is often underestimated. In this article, we will explore how a well-defined brand identity can enhance the effectiveness and comprehension of corporate reports, thereby contributing to the overall success of the company.

Brand identity represents the essence of a company, including its mission, values, and visual image. It encompasses elements such as the logo, colors, fonts, and graphic style. Integrating these elements into corporate reports goes beyond mere aesthetics; it represents a way to consolidate the company’s presence in every aspect of communication.

The consistent use of the logo, corporate colors, and fonts in Power BI reports helps create a recognizable visual experience. Visual consistency is crucial for establishing an emotional connection between the company and those viewing the corporate reports. This familiarity can translate into greater trust, increasing the acceptance of the information presented. This, in turn, can positively influence the perception of stakeholders, including customers, business partners, and employees.

The Benefits of Brand Identity in Power BI Reports

  1. Visual Consistency: the visual consistency of Power BI reports, through the application of brand identity, ensures alignment with other corporate communication channels such as websites, brochures, and presentations. This guarantees a uniform experience for users while reinforcing brand recognition.
  2. Professionalism: integrating elements of the corporate identity into Power BI reports conveys an impression of professionalism and reliability. This helps recipients perceive the report as an official product of the company, thereby increasing trust in the information presented.
  3. Differentiation: incorporating brand identity into Power BI reports allows for differentiation from competitors. Distinctive elements such as colors, logos, and fonts give a unique identity, enabling the company to stand out in the market.
  4. Brand Recognition: Power BI reports that integrate brand identity play a crucial role in strengthening brand awareness among users. The presence of distinctive brand elements in the reports facilitates the association of information with the company, thereby helping to solidify brand recognition among the public.
  5. User Engagement: a strong brand identity can stimulate greater user engagement. Users are more likely to interact with reports that present an appealing and familiar visual image based on the distinctive brand identity.
  6. Corporate Consistency: the use of brand identity in Power BI reports helps ensure corporate consistency across all communications. This is particularly important for companies operating in sectors where consistency and reliability are considered essential values.
Brand Identity Report Power BI

How to set up Brand Identity in Power BI Reports

  1. Report Themes: one of the most important steps is to create a customized color palette for the specific client. Then, create a custom Theme that will be used within the PBI report. To create this, you need to make a “JSON” file in which you define the primary and secondary colors from the brand’s color palette, set formatting rules for text color, such as title colors, paragraph colors, and colors for Good/Bad data.
  2. Fonts: if the brand has pre-established fonts for each type of text, use the same rules defined for the brand’s identity. Otherwise, define specific fonts for each text type within the report, including various titles, paragraphs, and any possible inserted informational text.
  3. Logo: use the company logo within the report following the established brand guidelines, such as the logo’s position within the report, logo options, header or footer of the report, etc. This logo should be used consistently on every page of the report to ensure uniformity.
  4. Report Layout: design the report layout to reflect the visual identity of your brand. Use consistent spacing, alignment, and design elements throughout the report. Incorporate the brand’s colors for backgrounds, borders, and text. For more efficient work with the report layout, create a background in another tool like PowerPoint, and save the slides as images. These images can then be used as the background for the report pages, avoiding the need to modify each individual element of the report repeatedly.
  5. Custom Visualizations: explore custom visualizations available in the Power BI marketplace that align with your brand’s style. Customize the visualizations to match the brand’s color scheme and design guidelines.
  6. Report Export Options: customize the report export options to include your brand’s identity. Adjust the settings for PDF, PowerPoint, or other export formats to ensure that the exported reports maintain the visual image of your brand.

Storytelling and corporate narrative within PBI Reports

Data analysis is a very important business process, and by integrating storytelling into Power BI reports, it is possible to transform data into a powerful narrative that inspires, informs, and guides business decisions.To facilitate the use of the report for users, an efficient way could be to standardize navigation as much as possible between one page and another, or from one report to another.

To standardize report navigation, we can define the following report elements:

  1. Consistent Structure: to ensure a better understanding of the report, it is essential to establish a cohesive structure by organizing the content into logical and hierarchical sections. For example, reports can be ordered based on functionalities, processes, or specific areas of interest.
  2. Navigation Menu: to facilitate navigation within the report, it is essential to insert a clearly visible and easily accessible menu at the beginning of the document. This menu should clearly list the main sections of the report, allowing users to quickly switch from one section to another with ease.
  3. Navigation Buttons: use navigation buttons or hyperlinks within the report to allow users to easily move between pages or related sections. Ensure that the buttons are consistent throughout the report.
  4. Filter Panel: use a dedicated section for all filters used within the report to facilitate their use within the report. Filters can be the same and synchronized for each page of the report, or customized for each page of the report. However, their position within the report must be uniform across all pages.
  5. Summary Pages: add summary pages or dashboards at the beginning of the report that provide an overview of key metrics or main results. This gives users a starting point to delve into details later.
  6. Internal Links: use internal links within the report to allow users to quickly access specific sections or points of interest within a page.


In conclusion, integrating brand identity into business reports is crucial for a company’s long-term success. Besides contributing to visual consistency, it communicates professionalism, credibility, and competitive differentiation. At Blue BI, we help our clients harmonize Power BI reports with their brand identity, considering this aspect not just as an aesthetic investment but as a fundamental strategy to engage and positively influence our stakeholders.

We realize Business Intelligence & Advanced Analytics solutions to transform simple data into information of freat strategic value.


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