What is corporate identity?
It is the physical look of your brand, and generally includes a logo and supporting elements, such as letterhead, business cards and website, assembled within a set of guidelines. The guidelines govern how the identity is applied and confirm approved designs for printed pieces, color palettes, type faces, page layouts and all cross media applications that maintain visual continuity and brand recognition. Corporate identity standards ensure that everyone within your company, from individual employees to branch offices, is representing the company the same way each and every time they interact with customers and prospects.
Corporate identity benefits your business in many different ways.
A company that invests in a solid corporate identity tells its customer “we are here to stay.” It’s a sign of longevity, which is not only attractive to customers, but also is desirable to potential investors. It’s an indicator that you are serious about being successful, that you’re a reliable leader in your industry.
A functional corporate identity conveys your company’s ideals, motives and objectives — a sense of what your business is all about. The advantage of creating a consistent and functional corporate identity is that it ensures your company will be recognized, remembered and respected.
While corporate identity is the physical look of your company’s brand, it is closely tied to brand identity and brand image.
Brand identity is the promise you make to consumers about your products and services. It may consist of features and attributes, benefits, performance, quality, service support and the values that your brand possesses. The brand may be viewed as a product, a personality, a set of values or a position your company occupies in people’s minds.
Brand identity is everything the company wants the brand to be seen as.
Brand image is how the customer interprets your brand, which may or may not coincide with the brand identity. Companies must work hard on the customer experience to make sure that what customers see and think is what the company wants them to.
Brand identity is what you want the customer to think about your company, and brand image is what the customer actually thinks about your company. A strong corporate identity helps guarantee that the brand identity you strive for is synonymous with the brand image in customers’ minds.
Establishing a clear corporate identity that enhances your brand and creates the right image in customers’ minds requires a carefully planned and executed process.
