The corporate identity area is for discerning customers. Investment in company branding and corporate identity when done properly brings long term benefits with the use of a powerful marketing strategy exemplified in the totality of the brand and identity presented in the market. The right branding consultant for your needs understands your business and its needs and produces results that deliver.
Branding has roots dating back centuries to identify products. The brand that can be distinctively identified with Lyles Golden Syrup almost unaltered since 1885, and the Bass Brewery brand of a similar age illustrate the longevity of successful branding in the United Kingdom. They represent to us how long brands have been used, even before mass marketing developed an industry of marketing experts that products were branded by their makers.
Logos and other forms of trademarks be they emblems, symbols, monograms or other graphic devices are symbols for a brand. With the expansion of choice in a world where we are rich in information and yet stressed by time. Customers rely more on symbolic attributes to distinguish a company and its services or products from others. Hence, brand valuation has entered marketing discourse to influence brand management. A brand can outstrip the value of physical assets. As Nike and McDonald reveal shapes can be a powerful brand vehicle; while Home Depot and UPS branding demonstrates how color can shape perceptions and be used for instant recognition. The Industry sector and target demographics can be a guide for the selection of the colour and shape selections for a particular company or product. A quality branding company will help its clients develop the most powerful marketing tools to grow the market for the company and its products and services.
It is important to know that corporate identity, brand identity, and brand image are not the same nor are they interchangeable. Corporate identity is the visual image associated with company presence. Corporate identity changes mean changes to the visual image as presented by the trademark (whether a logo or something else) design, and related collaterals. The core brand value of the company will not change with corporate identity changes. As the example of Nokia demonstrates companies can choose also to focus on the corporate brand with individual products having a generic brand individually. According to the Interbrand 2009 list of best global brands Nokia ranks number 5. This ranking is a six place improvement from its number 11 in 1999.
The brand value is embedded in the personality of the brand or what it stands for. Visual changes do not change brand image which is something intrinsic and more comprehensive. Graphic and design changes do not always change consumer perceptions of quality, service, and the intangible associated values people associate with the brand name. The standing of the brand can be altered with corporate identity changes accompanied by widespread changes in organizational cultural presentation, product quality and or service standards. Consumers who experience an improved or different experience from these changes, can over the long term have a positive or different impression of the brand image. Brand identity is the totality of the promise the a company makes to consumers. This can mean the values that the brand possesses, its features, benefits, performance, quality and support services. Brand identity is the totality of what the company wants the brand to be seen to be. Brand image, on the other hand, is the totality of consumer perceptions of the brand, which may or may not coincide with brand identity. In the marketplace this perception has great importance.
The overall business strategy of the company that drives its brand creation determiners the implementation of the brand and its management over the duration. Brand experience is the totality of the corporate identity implemented in the different ways it is used by the company to market itself and its products and services. Branding and identity gives the brand positioning in the market. A successful brand is one that is synonymous with all the qualities a company wishes to project.
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