Most businesses have a corporate identity, such as business cards, letterheads and compliment slips but this doesn’t constitute a brand. A businesses identity can go some way to reflecting their brand but a logo can never embody everything about a brand, it can only help you identify it.
The relationship between a logo and brand is similar to that of a person’s name and their personality; a person’s name helps you identify them but can’t tell you everything about them. Only after a while do we think of the name and the person as the same thing. The same applies with logos and corporate identities.
Distinctive brand collateral enable customers, suppliers and potential employees to quickly recognise and understand the branded organisation, product or service.
A recognisable and coherent corporate or brand identity can communicate how an organisation, product or service would like to be perceived. An effective brand identity system can position a brand in its marketplace and help that brand to attract attention.
A brand identity can include digital and traditional media. It can be implemented across packaging, point of sale and advertising. We can help to communicate a brand idea through its identity and build an effective communication system to support its values.
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