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DiffErence between branding & identity

Understanding how the brand and identity can help your business stay on message can help get your company's values across to the consumer.

Corporate identity

A business' identity relates primarily to internal factors that show how the business is run, how it's organized, its ethics, its "look" and how it integrates into the business world comprise its identity. The identity offers the observer distinguishing characteristics that separate it from other, similar businesses. The quality and focus of the product, in addition to its uniqueness, contributes to corporate identity. Identity is often represented by a logo, or picture. For example, McDonald's uses its golden arches. Target uses a big red bulls-eye. These symbols instantly identify corporate identity.

Corporate branding

Branding relates to how people feel about the company. Does the consumer trust the company? Is the consumer confident that the company will provide a quality product or service? These emotions apply to external factors that the corporate identity attempts to influence. A company may try to improve its image by changing its identity with the hope of altering its perceived branding by consumers. If your logo and brand have earned the consumer's trust and confidence, changing the logo may affect the brand's perception.

How they work together

Changing the corporate identity logo isn't always enough to effectuate a positive branding change. To really influence customer attitudes about your business, you'll need to earn a reputation for providing a quality product or service at a fair price. Making a widespread change to your corporate identit, and its logo, may affect consumer perception if the changes are backed up by a quality product or service. Only through improving the customer's emotional reaction to your business will branding improve.

When it doesn't work

Remember New Coke? If not, that's probably because it's not around anymore. When Coca-Cola attempted to shake up its identity by introducing a supposedly new and improved product, customers hated the change. Why fix what isn't broken? The short-lived change hurt Coke's image, its branding and the company opted to return to its trusted identity by returning to the "classic" version of its bestselling soft drink. Keep this in mind when establishing a new corporate identity. Coke recovered; your business may not.

AArt Design 571 305-3127