There is a fundamental difference between the concepts of corporate
identity, brand identity and brand image. Corporate identity
is the visual aspect of a company and although the corporate
identity should ideally evolve with time, a change does not
mean a change in brand value. Change of the corporate identity
is inevitable because the company must reflect that it is concerned
with its appearance and is modernizing with respect to time.
However, a company with a strong brand personality should not
change drastically for that may cause a breach in the customers’ trust.
Brand identity in totality is
the way the company is projecting itself through
its various features, attributes, performance,
quality, and values of the brand. Brand identity
is the way the company wants its brand to be
seen, received and perceived.
On the other hand, the brand
image is the perception of the consumer i.e.
the way they see the brand. Companies generally
work hard to ensure that the brand identity and
the image coincide. Effective corporate identities
succeed when the projected image is true to the
business. The brand building process is initiated
by presenting the true nature of an organization
through its combined vision, values and culture.
A company must be unique in
the competitive market and can achieve such by
effective corporate identity brand building,
highlighting its distinctive qualities and services.
The brand must inspire confidence among the consumers
and make them believe that they are going to
benefit from the services of that particular
company. Due to the overcrowded nature of markets
in all possible services, the company should
employ a specialist who can go beyond the sign
language of the brand and understand the total
business (and its nature) of the client.
The key visual elements of corporate
branding and identity are the logo, color palette
and typeface. A 'Logo' may be used to denote
a trademark or emblem representing an organization.
While designing, a logo artist takes different
factors into account. For instance, people are
always prejudiced by existing values and perceptions
toward all visual stimuli. Thus the logo designer
must be extra careful about creating a logo,
which should not draw negative response from
the consumers. Most importantly, the logo must
be unique. The effect of a good logo is doubled
by a catchy corporate slogan, minus the jargon,
which creates a niche for itself.
One must also remember that
a strong and comprehensive corporate branding
strategy requires great personal attention and
commitment from the CEO and the senior management
to become fully effective and fulfill its potential.
If you want to have a more comprehensive
knowledge of effective corporate identity, brand
image and identity and how they can be satisfactorily
implemented to boost the prospects of any business,
then click
here.
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