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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.
Article Source: http://EzineArticles.com/?expert=Scott_D._White
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