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Difference Between Corporate Image and Identity

Corporate identity concerns a company's visual appearance including their logo, website, and branding on stationery. It represents how a company wants the public to perceive them. Corporate image is the actual public perception of a company which is influenced by their marketing and public relations efforts. The goal is to align corporate identity with corporate image so the public sees the company as it wants to be seen. Brand identity encompasses a company's total value proposition to consumers, while brand image is how consumers actually perceive the brand based on their experiences.

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Helen Moyo
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111 views

Difference Between Corporate Image and Identity

Corporate identity concerns a company's visual appearance including their logo, website, and branding on stationery. It represents how a company wants the public to perceive them. Corporate image is the actual public perception of a company which is influenced by their marketing and public relations efforts. The goal is to align corporate identity with corporate image so the public sees the company as it wants to be seen. Brand identity encompasses a company's total value proposition to consumers, while brand image is how consumers actually perceive the brand based on their experiences.

Uploaded by

Helen Moyo
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Difference between Corporate Image and Identity:

It will be really interesting to know that there is a great difference between corporate image and identity. Many of us

think that image and identity both is relatively the same thing. But there is a big difference. Today you will got to know

the major difference between them.

Corporate image and corporate identity are two key marketing tools. The creation of both for a business utilizes

personnel from marketing, branding, design and copywriting and draws heavily on behavioural psychology. In a

global marketplace, crowded with brands, it is the elements of image and identity that attract attention, maintain

consumer loyalty, and, overall, sustain business success. The essential difference between the two is this: corporate

image is the public perception of the company, whereas, corporate identity is how the company wants to be

perceived by the public.

Corporate Identity

Corporate identity concerns a company’s visual appearance. The company logo is a central part of this, as are

website design, annual report, company stationery — both paper and electronic — signage, retail outlet design and

any other items, such as mugs and pens, produced by the company as client gifts. Companies tend to modify the

corporate identity at intervals. Radically changing a company’s visuals is not recommended as it confuses consumers

and leads to perceptions of instability and a change in company values. Modernization of the corporate identity is

more effective when the core visuals remain easily recognizable. As it has been explained in an article on “Branding

Tips,” in general, people don’t like dramatic changes in the behavior of people they know, and this applies to

companies.

Corporate Image

Building and maintaining corporate image requires some different methods and skills to those used in creating

corporate identity. The corporate image is public perception, and handling that perception is crucial. Public relations

personnel protect and promote the corporate identity to create a corporate image in people’s minds. This includes

managing negative media stories. The ultimate aim of a company is the exact alignment of corporate identity with

corporate image, that is, the public views the company exactly as the company wants to be seen.
Brand Identity and Image

Corporate image and identity are both facets of establishing a brand. Brand identity is more important, overall, than

either of these two tools, which support the brand. Brand identity is defined as the “total proposition” a company

makes to consumers, according to Paul Temporal at BrandingAsia.com. This proposition includes brand benefits,

performance, values, quality and customer service. Brand identity gives products a personality and set of values that

establish it in the consumer’s mind as embodying these things. Brand image, by contrast, is how consumers perceive

a brand, overall. Companies work on the consumer experience to maintain brand image and ensure that consumers

think about the brand in the way a company wants them to.

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