Corporate Identity and Brand Image
https://www.linkedin.com/pulse/whats-difference-between-corporate-identity-brand-image-simon-morris
In this blog, Simon Morris, Managing Director at Godmother, discusses the confusion surrounding the terms corporate identity, brand identity and brand image and provides clear and helpful definitions for each.
According to Morris, corporate identity refers to the visuals the organization is putting out into the world. Corporate identity is something that the organization controls, and changing corporate identity, such as adopting a new logo or modernizing the design of the company’s visuals, can show that the organization is evolving with the times and is still relevant. This reminds me of walking through Manhattan neighborhoods and seeing the different between long-lasting businesses that are thriving and those that are not. For example, one of my favorite diners in the East Village has been around for over 60 years, and they’ve weathered economic downturn and increases in rent by keeping up with the times: their design is modern, with a touch of nostalgia, and their menus include classics alongside items doctored with new ingredients. They are always packed with costumers of all ages. Conversely, a similar diner down the street probably hasn’t changed its “corporate identity” in decades. The decor is tired, the menu uninspired, and while they may have retained regulars through the years, there are usually many empty tables.
Brand identity on the other hand, in Morris definition, is “the total proposition that a company makes to customers.” This includes the features, quality, service and support unique to the organization. An organization’s brand identity is how the brand wants to be seen by consumers.
Brand image, on the other hand, is controlled by the consumers and not the organization.
The first diner mentioned above continue to change its brand identity over the years as the neighborhood around it changed, though they have managed to maintain their essential brand image, which is a friendly place to get good, relatively inexpensive Eastern European food with a slight American touch.
