What Is Corporate Identity And Branding
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This is a powerful part of branding because much of the information people gain and remember is visual information.
What is corporate identity and branding. Corporate identity is a primary goal of the corporate communications in order to maintain and build the identity to accord with and facilitate the corporate business objectives. Corporate branding is an act of using the brand name of the company in the overall advertising efforts and all the communication to the stakeholders. It is the intangible attitude and spirit behind the company that gives it a distinguishing identity in the industry and in the minds of consumers. A major part is made up of logos and other images.
Choosing right corporate color also makes a difference and goes a long way like it has shown that red color in food brands stimulates hunger and most food brands have red color in their logos and brands. Choosing a catchy visual identity is a primary step for ex the wavy font of coca cola or the clean and neat logo of apple inc. When a corporate identity is coherent each of the other elements will inform and echo the brand core resonating with the company s values and what the brand stands for. A corporate identity program needs to address all these potential impressions made by the company and inconsistent or nonexistent application of the identity can result in a less that optimal brand perception.
Corporate branding affects multiple stakeholders e g employees investors and impacts many aspects of companies such as the evaluation of their product and services corporate identity and culture sponsorship employment applications brand extensions see study fetscherin and usunier 2012. Both corporate and brand identity consist of the same basic parts. While corporate identity is all about the look and feel of a business branding is related to emotion trust and reliability in the mindset of customers branding is all about how people feel and think about the company or simply how they perceive the organization. Branding is an essential key to building a corporate identity.
It is the much broader concept as compared to promoting the products and services of the company. Branding can evoke various emotions such as confidence trust happiness anger etc. The brand core in turn.
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