Defining_Corporate_Identity__Brand_Identity___Brand_Image

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					Defining Corporate Identity, Brand Identity & Brand Image

Word Count:
388

Summary:
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.


Keywords:
branding, corporate branding, brand identity, brand image, brand equity,
brand development, branding company, branding agency, internet branding


Article Body:
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.

				
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