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Are Corporate Branding and Corporate Identity the same?
Home » Advertising & Marketing » Corporate Branding and Corporate Identity » Are Corporate Branding and Corporate Identity the same?Posted by Your Guide on October 31, 2005 9:11 PM
In a word, no. However, they are inexplicably linked. As mentioned earlier, corporate branding is an actual business process – a strategy, if you will – that is purposefully implemented throughout an organization which, in turn, helps establish the corporate identity. Your brand manifests itself in the look and feel of your company environment, the attitudes and behaviors of your employees, and in all of your communications, correspondence and advertising. Similarly, it is plays a part in how you treat your employees, partners, vendors and customers. It encompasses the principles upon which your company is built and relays to the public what you stand for. It’s your corporate personality, and as a result, your corporate identity becomes clearly linked with your brand.
Companies build strong brands and a positive identity through consistent delivery at every point of contact. Therefore, a word of caution is appropriate here. It is tempting for many companies to think that by coming up with a new logo or catchy slogan they have changed their brand and thus their corporate identity. However, that is far from the case. Your brand encompasses your company values, which cannot be changed overnight or by simply changing your look. Just as a person can’t change his personality with a different set of clothes, so you can’t change your corporate identity with new artwork.
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