Branding Vs Corporate Identity
- Started
- Last post
- 24 Responses
- 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?
- DaveO0
Also we will probably be doing the website / film etc for the company too
- itstimefortea0
i thought they were pretty much the same. but what do i know?
- d_rek0
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.
- Mimio0
"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.
- d_rek0
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 surroundingdoesnotexist
- id = what you see
- doesnotexist0
one comes with guidelines, one doesn't.
- ********0
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.
- ********0
And what about 'brand identity'?
- bored2death0
Corp Id is what designers create to represent the company.
Branding is what customers think of the company.
- ********0
'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.
- lowimpakt0
identity = logos and stuff
branding = tradable bullshit
- ********0
and Brand Identity in terms of marketing (SEM)?
- ********0
PS: Where you working now DaveO?
- johndiggity0
corporate identity = client has no money
branding = client has a lot of money
- miesvan0
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 ...
- misterhow0
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.
- identity0
<------
- evanburke0
Identity is a subset of Branding; it's one tool in the branding toolbox.
mystery solved.
- ********0