Corporate Identity, Brand Identity, and Brand Image: A Comparison
We should know the difference between corporate identity, brand identity and brand image. A corporate identity usually focused on the visual aspects of a company‘s presence. In modernizing the companies visual image such as their logo, design and collateral, this companies will undertake corporate identity exercises. The heart and value of the brand will still remain as intact as it can be, even the corporate identity’s efforts cannot change it. Unfortunately, many of the companies has no idea regarding this myth, as they are sometimes let to believe that once the image or the logo of a company change, the heart and the values will change also. The clients perception towards the company they know will still remain as is, they know that the company’s quality and service being rendered to them are still there even if the company’s visual identity has changed.
The best explanation why there are changes in the company’s logo is that the company is still concerned about how there company looks. In today’s modern generation, companies should also maintain the modern lifestyle their logo has, and they know that time to time the visual identity will need to change. An effective and successful new look on a company’s logo is called as evolution not revolution. If the company’s brand will have an overall changes in their visual identity, this may alarm the consumer if the brands will change its values and if another new owner will run the business. A strong attachment to the brand and the consumer will left to destroy the clients emotions attached to the brand if a totally changed logo will happen. The company may expect that the emotions of their consumer will go wild, no they are not, they are just concern about the company itself.
The changing of the brands logo or visual identity is not negative, but instead it will give a positive feedback of the company, because the reason why they change it is to improve their value and compete against a growing innovations. If the changes will be a successful one, their previous and new consumer will experience the best experience they had never met before they choose the company’s brand, it also has a high impact on the clients trust and it have a corresponding positive effect on the company itself. It is okay if you are spending too much money on the corporate identity, what you can get from it is a positive response to everyone.
Brand identity is where the company will make a promise to the consumers and it will be delivered well.
A brand image is where the consumers may observe the brands logo or the visual image but doesn’t match with the brand itself.