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, and 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 corportae
image, is a business process – a
strategically-focused effort to implement
a corporate identity through a marketing effort that
runs throughout your organization. This 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.