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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