CORPORATE IDENTY

Difference between Brand and Corporate identity

Many of us take the concepts of Branding and Corporate Identity as similar but in reality they differ from each other. A lot of people will tell you that your brand is your corporate identity, however it’s more than that. A Brand is the sum of ALL parts that make up a company. It relates to the emotional relationship between customer and a business, whereas, the corporate identity is all about the look and feel of the business. It helps a customer to distinguish his favorite brand from the crowd of other businesses. The brand name evokes an emotion of trust and reliability, whereas the identity speaks of the product’s individual quality, its ethics and its focus. Corporate identity is more service related, the way the company does what it's supposed to do. It is considered as the interior of a company. Brand deals mostly with the service or product's market related values. It is considered as the exterior of the company.

The elements upon which Corporate Identity depends are business cards, letterhead, forms (fax, PO, invoice, etc.) and can be carried to collateral materials (brochures, direct mail, packaging, etc.), whereas a brand follows the elements like: