Defining Corporate Identity, Brand Identity & Brand Image

| Total Words: 381

1. Corporate identity.
Corporate identity is a companys 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 thats 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 companys 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...

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