Brand Identity, Corporate Identity, and Brand Image

By: Scott D. White
Submitted: 2007-01-17 11:42:35
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1. Corporate identity.

Corporate identity is a company’s visual presence, which involves the corporate logo and design strategy for corporate marketing collateral. Corporate identity does not encapsulate brand identity, which is best defined as the soul of your company. However, a corporate identity may, and often does, reflect a brand identity. But some ad agencies, marketing companies and graphic design agencies would have you believe that brand identity is the same thing as corporate identity and that changing a logo or design strategy will change the brand identity. However, this is not the case.

There are many intangible factors that weigh in on a brand identity. Such cosmetic changes can help a brand identity by making it evident to customers that a company cares about its appearance, but that’s about the extent of its power. A corporate identity does, however, need to evolve with the times. Failure to do so can negatively affect a company’s brand identity, but care must also be taken to not overly revise the presentation of a brand, lest customers be concerned about the state of a company. Corporate identity, along with organizational culture, product quality, service reputation, features, benefits, performance and value, are some of the key factors of brand identity.

2. Brand Identity - It’s the essence of your company.

Brand identity is the complete package of a business to its customers. It includes the company’s service reputation, product quality, features, benefits, performance and value. It is the summation of all these things, which create brand identity.

3. Brand image.

Brand Image is the market’s perception of your brand identity, which may or may not coincide with your intended brand identity. Companies must work hard at the daunting task of getting brand identity and image to align…or hire a true branding company.

A branding company can show you how success starts with the brand identity. Do you have a branding strategy? Are your employees aware of it and able to be ambassadors for your company’s brand during interactions with the outside world? Are you making the most strategically sound decisions for your brand? Do you know your customers’ perceptions of your brand?

If your answer is “no” to any of those questions, take the first step in being able to answer yes to all of them and success.

Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm located in Boston, Massachusetts.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

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