One of the most common mistakes that corporations make when it comes to corporate branding and corporate identity is to assume that the two are one and the same. Do not let this happen to you and your company. Read on to learn more about the differences and similarities between these two terms.
Corporate identity is all about the personality or a company, or what a company is, and what it is known for. This can be superior customer service, unique and innovative products business practices, and other attributes. The corporate identity is the image, in other words. This includes the logo, colors, fonts, and graphic guidelines. Identity gives shape to the emerging brand, and forms the backbone of the brand identity.
Corporate branding is more strategic, controlling not only the look and feel of the brand, but the benefits of the product and what it can deliver. Brand is not synonymous with identify, but with identification. The term brand is more widely used then the term identity, but in many cases, the assumed identity of a product or company is actually a brand.
Think about Jell-O, Kleenex, etc, and you will understand how this works. These two concepts can work independent of each other but work best when they are integrated, and most companies and businesses
Developing a corporate identity is the process of determining the values, mission, and industry of a company, and how to best communicate this to the consumer. The brand is the way that this is achieved.
Disneys brand is family friendly entertainment, and so even when the corporation lends its logo to fruit snacks, pudding, and lunchboxes, the brand, or impression of family friendly entertainment and classic animation remains consistent and is clearly communicated to the consumer.
Think about the products that you use everyday. The corporate identity of Apple, for example, is cutting edge technology and innovative, unique products. The Ipod shuffle, however, has a brand all of its own, appealing to people with active lifestyles who do not want to carry around a bulky music player on their daily runs.
General Mills has a corporate identity of being one of Americas most well known, most well established cereal and food producers. The brand for Lucky Charms, however, is designed to appeal to children and be colorful and fun, while the brand for Honey Bunches Of Oats is designed to appeal to consumers who want a healthy cereal.
Now that you know more about the difference between these two concepts, use this knowledge to make sure that the corporate identity and corporate brand of your company function as separate, but complimentary strategies.
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