The corporate identity is defined as the “persona” of a business or corporation, or the manner in which the corporation as a whole – rather than any particular product – is perceived. Identity design is based on the visual devices used within a company, and are usually set up within a set of guidelines. These guidelines make up an identity usually administer how the identity is applied through a variety of mediums using select colour, fonts, layouts etc.
The identity of a brand/organisation is made up of many visual elements:
- A logo
- Marketing Collateral
- Products and Packaging
- Apparel Design
- Messages and actions
- Outh communications
- Anything that visually represents the brand.
Corporate identity is concerned with the visual aspects of a company’s presence. This should not be confused for Brand image. Brand image is the totality of consumer perceptions about the organisation or brand, which may not coincide with the brand identity.
A Corporate identity benefits a company in many ways, such as giving a sense of culture or personality to the brand, helps the company be recognisable amongst the target audience, it also helps increase customer awareness and increase the company’s competitive edge.
The corporate identity needs to align with the brand identity (Brand identity is how the company wants the brand to be seen.) It is worth mentioning that the brand identity naturally lends itself to incorporating the culture, goals, and objectives of the company. Brand image, on the other hand, is how the customer actually perceives the brand. It may not be the same as the brand identity.
A consistent corporate identity is essential to your brand as it reinforces the brand identity at every point that the customer encounters the brand. A strong recognizable brand can help a business be more successful. Once a corporate identity is created, many businesses provides guidelines for how their brand should be represented on various mediums to ensure consistency.
A strong and effective Corporate identity helps an organisation in attaining its business goals but this is not the only benefit. Below is a list of benefits a company would have a strong visual identity:
Differentiation and Visibility
With a strong corporate identity, a company is easy to recognise and is not lost in the clutter of all the other brands. With a strong visual identity, a company would stand out. This could lead to more interest in the company’s services and or products.
A brand identity is a visual representation of the values and personality of the brand. This set out the tone for tout brand and can be used to evoke specific feelings.
Developing a brand identity allows the company to create a consistent message across all marketing materials. Each piece should have the same basic styles and design elements to create a cohesive branding package.
An effective brand identity can help build customer loyalty and trust in a brand since it allows the customer to make a connection between a product and the company.
Creating a brand identity package ensures that your brand is at the forefront of all your marketing materials, which helps to increase brand awareness. The more places your brand is featured, the more contact it will make with consumers, and the more memorable it will be.