We are all familiar
with the power and prestige of major brands.
Branding is the relationship between your company and
your customers. That
relationship is managed through the multiple
points of communication your company has with
its audience, ranging from the way your identity
appears – on your business cards or a
highway billboard – to a user’s
experience as they navigate your company's
web site.
But there is often confusion surrounding
the definitions of corporate identity, corporate image,
and corporate branding. Let's take a look at how they
differ:
Corporate Identity
Corporate
identity refers to a company's visual identity, which
contains a basic definition of the organization. It
is implemented as an introduction - or the "face" of
the company - to the consumer. Most identities consist
of a basic logo or "mark", accompanied by
the name of the company, often followed by some simple
tagline that encapsulates the core business or service
of the company.
Corporate identity – when properly
conceived and applied – conveys the essence,
character, and purpose of a company and its products
and services.
Corporate Image
Corporate
image is the public's overall perception of your company.
This corporate image is influenced by your corporate
identity and corporate branding and is often the end
result of its success or failure.
Your
company will certainly be judged most by the strength
of its products or services – and if these core
offerings are not competitive, the correlation between
a successful corporate branding effort and your company's
prosperity will not last long.
Your
company’s logo often serves as your primary communication
vehicle for your image; a visual reminder of your company’s
promise to consumers during key decision-making processes.
Corporate Branding
Corporate
branding, unlike corporate identity or corportate image,
is a complete business process – a strategically-focused
effort to implement a corporate identity through a
marketing effort that runs throughout your organization.
This corporate branding business process establishes
the image, direction, leadership, clarity of purpose,
inspiration, and energy for your company's most important
asset, its corporate brand.
Corporate branding affects all forms
of communications, from advertising to public relations
to product packaging. It is the intentional declaration
of who the company is, what it believes, and why its
customers should put their faith in the company's products
or services.
Branding by Flatiron
Flatiron Industries uses these insights
gathered from years of experience managing comprehensive
branding programs and marketing projects to launching
robust internet initiatives, strong advertising campaigns
and solid publications that allow us to develop effective
communications strategies for all of our clients through
establishing or reinvigorating your corporate branding.
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