Corporate identity and brand are related concepts, but they refer to very different aspects of a company’s presence and perception.
Corporate identity is the visual representation of a company’s personality, values and ethos; it encompasses the visual elements that make up a perception. This includes logos, colour pallets and schemes, typography, stationery, signage and livery. It even covers the tone of text and photographic styles. It is primarily focused on creating a cohesive and recognisable visual representation for a business or organisation. It helps to establish a consistent and professional image across various touchpoints, reinforcing the values and personality; the ‘brand’.
Ultimately, the corporate identity is summarised in a ‘corporate identity guidelines’ document where designers and printers etc. can refer to the ‘rules’, instructions and guidelines that provide the foundations for them to implement creative solutions to any collateral which allows for creative freedom without deviating from the brand.
A Brand is a more comprehensive and holistic concept that goes beyond visual elements. It encompasses the emotional and psychological relationship between a business or organisation and its audience. A brand is the total of the experiences, perceptions and associations people have with it, and encompasses:
- The brand image: the perception of the brand in the minds of consumers.
- The brand personality: the set of human characteristics attributed to the brand.
- The brand positioning: how the brand is positioned in the market relative to competitors.
- The brand promise: the commitment a brand makes to its customers.
A brand’s purpose is to create a unique and memorable experience that distinguishes it from its competitors. A strong brand fosters loyalty, trust and positive associations. It extends beyond the visual elements of the corporate identity to include the overall experience and interactions people have with the business or organisation. This can even include how employees answer the phone and address its customers and even its perceived ethics and politics.
All of this can be summarised in a ‘brand manual’ (not to be confused with ‘corporate identity guidelines’). In conclusion, while corporate identity and brand are closely intertwined, understanding the distinction is key to building a powerful and consistent presence for your business. Corporate identity is the visual language that expresses your company’s personality, while your brand is the deeper emotional connection and reputation you cultivate with your audience.
While corporate identity and brand are closely intertwined, understanding the distinction is key to building a powerful and consistent presence for your business. Corporate identity is the visual language that expresses your company’s personality, while your brand is the deeper emotional connection and reputation you cultivate with your audience.
We specialise in crafting both exceptional corporate identities and impactful brand visuals that not only look stunning but also align, strategically, with your brand’s essence. Whether you’re starting from scratch or refreshing an existing presence, we bring clarity, creativity and consistency to every project. Get in touch… we’d love to hear from you 🙂
