A Few Facts on Corporate Identity, Corporate Branding, and Brand Image
The thing that company possess in a visual presence is called a corporate identity. This includes the company’s corporate logo and the design of their strategy for corporate marketing. It not necessarily true that the corporate identity sums up the company’s brand identity which is best described as the company’s soul. However, the corporate identity often expresses and reflects a brand identity. Most of the ad agencies, marketing companies and graphic design agencies would tell you that the brand identity is similar to the corporate identity. They will let you think and believe that when you change the current design strategy or the logo, it is like you are changing the whole brand identity but this not actually true.
Many different intangible factors are affecting the brand identity. Such changes that can beautify will help a brand identity because it will be evident to the customers that the company cares about its appearance, but it only goes that far.
On the other hand, the corporate identity is in need of evolution with time. If a company fails to do this, it will negatively affect its brand identity. Also, the company must let the customers be more concerned about the standing of the company so the company must not overdo in the revision of the brand presentation. A brand identity is comprised of many key aspects which includes the corporate identity, the organizational culture, service reputation, features, product quality, benefits, performance.
The brand identity plays as the essence of the company. In a nutshell, the brand identity functions as a total package of a business to their customers. The company’s different aspects such as vice reputation, product quality, features, benefits, performance and value are included. The making of a brand company is composed of these factors.
The perception of the market on a brand identity is the brand image, however this perception sometimes do not go along with the actual brand identity intended. The alignment of the brand image and brand identity is crucial in the market that is why finding a true branding company is sometimes necessary to achieve this. A branding company will enable the client to see that real success begins with the brand identity. One way for this to happen is through hiring a brand ambassador or ambassadress who will be responsible in promoting. Doing this will give the people a better understanding of your brand identity and finally get the right brand image. Whatever companies decide to do in order to get things right, the important thing is that they stick by their core values and the mission of the company.