A Few Facts on Corporate Identity, Corporate Branding, and Brand Image
A company’s corporate identity is what is present in the visual aspect that each company possess. A strategy for corporate marketing and a company’s corporate logo is involved in this aspect. It not necessarily true that the corporate identity sums up the company’s brand identity which is best described as the company’s soul. But, a brand identity is most often identified by a company’s corporate identity. Most often, you would be made believe by the ad agencies, marketing companies and graphic design agencies that the corporate identity and the brand identity are the same thing. 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.
There are a lot of intangible factors that affect a brand identity. A brand identity can be greatly influenced by making physical beautifying changes because the customers will have the idea that the company cares about its appearance however, it is only up to that point.
The corporate identity, however, needs to grow with the time. Negative effects will arise in the brand identity if a company fails to do this. 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 is best described 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. All of these factors contribute in the making of a brand identity.
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 to do this is to hire an ambassador or ambassadress who will be tasked in the promotion of your product. Doing this will give the people a better understanding of your brand identity and finally get the right brand image. With all the possible actions that a company can make, it is crucial to always abide by the core values and the mission of the company.
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