Corporate Identity goes well beyond the color scheme, typography scheme, a logo, and slogan. An Identity includes all of the aforementioned elements but it goes much further. An identity is meant to create a cohesive look and feel across all mediums and business collateral’s. Consistency allows the target audience to build memories about your product, company or organization.
Corporate identity is used to identify, drive, and portray what the product, company or organization stands for. Creating an identity at its core is storytelling through type, imagery, tone, motto’s, slogans, marketing collateral and written content.
Corporate Identity isn’t Brand Identity
Corporate Identity and Brand Identity go hand in hand. However, you cannot brand something, brand recognition is something that has got to be earned. Brand identity is the payoff for all of the hard work that you put into developing your identity. It is all about creating recognition, as well as, building and maintaining a good relationship with your audience. Brand identity is the emotional response of the target audience to the product, company or organizations corporate image.
Brand recognition is the direct result of self promotion. More importantly, it is the perception of the product, company or organization by the target audience. Brand recognition happens when all aspects of the identity come together to identify and distinguish the brand in the consumers’ mind.