Logo, Corporate Identity or Brand — What’s the Difference?

What is a Corporate Identity?

A corporate identity is the bigger picture of all the visual and sensual aspects of a company. Logo design; stationery; marketing collateral such as print brochures and direct mail; website design, email, social media; online, radio, magazine, billboard and display advertising; product design and packaging; employee uniforms; corporate signage and vehicle graphics. A corporate identity program needs to address all these potential impressions made by the company, and inconsistent or nonexistent application of the identity can result in a less that optimal brand perception. A Style and Usage Guide shows how all these should be implemented, and, if followed, ensures every time the company makes an impression on the public, the manner, tone, look and feel is consistent with the established corporate identity and thereby supports the brand.

What is a Brand Image?

A brand image is comprised of every experience a person has with that company, person, product or service. It’s what you think of when you see the logo, i.e., the public’s perception of the personality of a business entity. Creating a successful and appealing brand requires proper strategy, positioning, marketing and messaging to appeal to a company’s target market. Ultimately a brand is formed by the audience—the customers, based on not just the strategy, positioning, marketing and logo created by an agency, but the behavior, ethics, and values of the company as well. When a customer feels in sync with a company, it is an emotional bond, a connection based on shared vision and values.

We will explore each of these in more detail in future posts. Subscribe now by email or RSS.