Branding definition
- Started
- Last post
- 8 Responses
- pressplay
Quick question: In the English speaking world what’s the difference between "Branding" and "Corporate Identity"? Is one of the terms broader or can they be used synonymously?
- mikotondria30
Branding is the cumulative outward character of the appearance of all aspects of a company including the experiences of all its customers at all levels, whereas Corporate Identity is the visual language it uses to attempt to establish and manipulate that brand experience.
- Nice explanation..
RumperChunk - < stops here.babaganush
- yes.. might quote you in a meeting someday...vaxorcist
- < end of threadmonospaced
- sounds good.jon_d
- oh awesome, I just top-the-headed that, too. Props to my Gingko and CoQ10 supplements.mikotondria3
- Nice explanation..
- vaxorcist0
Business to Consumer or Business to Business?
I ask because I've gathered the concept of Branding is different between the two, where business-to-consumer branding is much more emotion / aspiration / ego / concept based, whereas business-to-business is more past reputation + hard-headed + salesperson + actual product based..
- They are the same. The audiences are not.Morning_star
- interesting... tell me more....vaxorcist
- B2C and B2B are more focused on selling (advertising) Branding is the cumulative reputation to be adhered to by all.babaganush
- you might help me win a longstanding argument with an account guy I used to work with.. he owes me a beervaxorcist
- pressplay0
thanks you two, my question would rather aim to business to consumer... I always understood "Corporate Identity" as the discipline that encompasses all aspects mikotondria3 mentioned (cumulative outward character) and "Corporate Design" as the visual language so I asked myself how "Branding" fits in... so I assume that "Branding" is the broadest of those terms and encompasses CI and CD
- monospaced0
miko got it right and your question is one that is confused quite often. I think this presentation/book does a great job of explaining the whole thing:
- pressplay0
thanks all for clarifying things, thread closed
- beware, many people in the same company may have different definitions of these terms & not know it...vaxorcist
- that's why it's so important to be confident of the true definitions when you speak about itmonospaced
- weldedturkey0
@mikotondria3 gave a great definition; a "brand" is basically the sum of all the parts, and a "corporate identity" is really just one part.
However, "brands" are not limited to companies. The term is applicable to almost anything in present day; organizations, countries, cultural groups, countries, and even non-incorporated people have their own brands through social media.
- "personal brand" is now a big deal, especially since social media profiles are the new normmonospaced
- i_monk0
A corporate identity, like a corporation, can sit above multiple distinct and unrelated brands. Think of Unilever and its Dove and Axe brands. The corporate identity can be the skeleton a brand is based on, or the container than defines its outer edges and separates it from other brands, or both.