Branding Vs Corporate Identity 2424 Responses

Last post: 2 years ago | Thread started: Feb 4, 10, 6:54 a.m.

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• DaveO

  A disagreement in the studio – we are doing some work for a property company, logo, brochure – an identity basically.

  Would this be called 'branding' or 'corporate identity'?

  What are the differences between the terms?

  I always thought a corporate identity was something fixed (stationery etc) and branding was an overarching view of how the company should be percieved....

  What are your thoughts?

  Feb 4, 10, 6:54 a.m. – Permalink

• DaveO

  Also we will probably be doing the website / film etc for the company too

  

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  Dog-earFeb 4, 10, 6:55 a.m. – Permalink

• itstimefortea

  i thought they were pretty much the same. but what do i know?

  

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  Dog-earFeb 4, 10, 6:56 a.m. – Permalink

• d_rek

  where to start....

  At it's basic level an 'identity' serves to let a consumer/customer/complete stranger know WHO's trying to communicate something to them.

  A 'brand' typically embraces much broader concepts - that includethe identity - surrounding the CULTURE of the organization.

  

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  Dog-earFeb 4, 10, 6:59 a.m. – Permalink

• Mimio

  "Identity" is the mark and application of the mark for an entity. Branding is the persona and extension of the entity's identity into the marketplace.

  • < sounds nice– OSFA

  

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  Dog-earFeb 4, 10, 7 a.m. – Permalink

• d_rek

  maybe a little better yet...

  identity = facade representative of values of the organization

  brand = emotional and cultural connection a person experiences with an organization

  • id = what you see
    brand = quality of things surrounding– doesnotexist

  

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  Dog-earFeb 4, 10, 7 a.m. – Permalink

• doesnotexist

  one comes with guidelines, one doesn't.

  

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  Dog-earFeb 4, 10, 7:04 a.m. – Permalink

• Orbit

  For my money, corporate identity was about providing a logo and defining a basic toolkit for the identity to represent the company in a uniform way.

  Branding became about expressing more of a companies desired personality with a consistent tone of voice (visual, verbal and written) in order to create a seamless bridge between the look of the company and the long term manner of its marketing.

  • 'companies' should be 'company's'– Orbit

  

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  Dog-earFeb 4, 10, 7:09 a.m. – Permalink

• JazX

  And what about 'brand identity'?

  

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  Dog-earFeb 4, 10, 7:11 a.m. – Permalink

• bored2death

  Corp Id is what designers create to represent the company.

  Branding is what customers think of the company.

  • makes sense to me– JazX

  

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  Dog-earFeb 4, 10, 7:12 a.m. – Permalink

• Orbit

  'Brand Identity' is a term created by corporate identity consultants to legitimise the transition from 'corporate identity consultancy' to 'branding consultancy' without making it look like they've gone in a completely new direction.

  A 'brand identity' would probably consist of the corporate identity aspects of the brand.

  

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  Dog-earFeb 4, 10, 7:13 a.m. – Permalink

• lowimpakt

  identity = logos and stuff
  branding = tradable bullshit

  

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  Dog-earFeb 4, 10, 7:13 a.m. – Permalink

• JazX

  and Brand Identity in terms of marketing (SEM)?

  

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  Dog-earFeb 4, 10, 7:13 a.m. – Permalink

• Orbit

  PS: Where you working now DaveO?

  • freelance!– DaveO

  

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  Dog-earFeb 4, 10, 7:13 a.m. – Permalink

• johndiggity

  corporate identity = client has no money
  branding = client has a lot of money

  • hahaha– OSFA1/2

    <– gramme2/2

  

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  Dog-earFeb 4, 10, 7:15 a.m. – Permalink

• miesvan

  I think branding is the name that the old advertising agencies developed to steal from the design studies design processes.
  It seems that branding is the soul and the IC the body ...

  

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  Dog-earFeb 4, 10, 7:18 a.m. – Permalink

• misterhow

  lowimpakt had it. Identity and Identity system are the conceptual stuff and logos.

  Branding term has it's roots in cattle branding. Them there cows are mine. Branding is slapping your identity everywhere.

  

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  Dog-earFeb 4, 10, 7:24 a.m. – Permalink

• identity

  <------

  

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  Dog-earFeb 4, 10, 7:35 a.m. – Permalink

• evanburke

  Identity is a subset of Branding; it's one tool in the branding toolbox.

  mystery solved.

  

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  Dog-earFeb 4, 10, 7:37 a.m. – Permalink

• noneck

  Branding involves research and strategy, developing the tone for the entire brand experience, the applying it to key touchpoints. Corporate Identity is how the organization looks, the consistent visual theme you give an organization.

  BTW, you need this book.
  

  

  

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  Dog-earFeb 4, 10, 7:38 a.m. – Permalink

• pillhead

  identity, and here is a picture of a

  

  

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  Dog-earFeb 4, 10, 7:38 a.m. – Permalink