You should separate corporate identity, brand identity, and brand image. Corporate identity is worried using the visual facets of a company’s presence. When companies undertake corporate identity exercises, they’re usually modernizing their visual image when it comes to emblem, design, and collaterals. Such efforts don’t normally entail a general change in brand values so the heart of the trademark continues to be the same – what it really means, or its personality.
Regrettably, a lot of companies don’t realize this fallacy, because they are sometimes brought to think by agencies and consultancy firms that the visual changes can change the company image. But changes to logos, signs, as well as outlet design don’t always change consumer perceptions of quality, service, and also the intangible associations which come towards the forefront once the brand is heard or seen.
The very best that such changes can perform would be to reassure people who the organization is worried about how exactly it appears. Brands do need to conserve a modern look, and also the visual identity must change with time. The answer to effectively affecting a brand new look is evolution, not revolution. Totally altering the company visuals can produce consumer concerns about changes of possession, or possible alterations in brand values, or perhaps unjustified extravagance. If there’s a powerful brand personality that individuals are attracted, then substantial changes may destroy emotional attachments towards the brand. People don’t expect or like wild swings within the personality behavior of others, and they’re just like concerned once the brands that they’ve grown used exhibit similar “schizophrenic” changes.
However, when the intention would be to substantially enhance the standing of the trademark, then corporate identity changes could be supported by prevalent changes to business culture, quality, and repair standards. If succeeded, and when consumers notice a new or improved experience, then your changes will, over the long run, possess a corresponding positive impact on brand image. If you’re spending an enormous amount of cash on corporate identity, it’s too to keep in mind this.
Brand identity may be the total proposition that the company makes to consumers – the promise it can make. It might contain features and attributes, benefits, performance, quality, service support, and also the values the brand offers.
The company may very well be an item, a personality, some values, along with a position it occupies in people’s minds. Brand identity is everything the organization wants the company to appear as.
Brand image, however, may be the totality of consumer perceptions concerning the brand, or the way they view it, which might not coincide using the brand identity. Companies need to strive around the buyer experience to make certain that what customers see and think is what they need these to.
Scott White-colored is President of brand name Identity Guru a number one Corporate Branding and Branding Research firm in Boston, MA.
Brand Identity Guru focuses on creating corporate and product brands that increase sales, share of the market, customer loyalty, and brand valuation.