Corporate Identity, Brand Identity, and Brand Image: A Comparison
We should know the difference between corporate identity, brand identity and brand image. It is the corporate identity’s concern in the visual features of a company’s presence. When corporate identity will execute the companies profile, they are usually modernizing their casual image such as their logo, designs and collateral. 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. However companies will always fall in this fallacy, that when the brand’s logo will change it will come also that the value of the company’s brand will change together with it. When the company’s logo or signage’s has changed it will not hinder the clients trust to the company itself, consumer will still know the company by its name and identity.
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 a company, it is a must to maintain their brands modern look, and the visual identity of the company needs to change time to time. An effective and successful new look on a company’s logo is called as evolution not revolution. Consumer will be more concern if the logo of the brand is totally change, they might think that the brand will change a new managements and its values. Some brand has a strong personality which that clients are so attached to it, they might be changes in the trust of each client, it can also destroy the emotional attachments of the brand. Every individual do not expect mood swings when this happen, they are just concerned of the company’s brand which they have totally trusted ever since.
The intention of changing the brands visual aspects is just to improve its value, with the help of the corporate identity it will accompany the widespread of the changes in the organizational culture, quality and service standards in a company. 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.
A brand identity is a total plan that a company makes promises to the consumers.
The brand image is where the consumers perception about the company’s brand is not as match with the brand’s identity.