Corporate Identity and Branding: How to Stand Out

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Corporate identity and brand are two terms related to the world of business and marketing that cover different realities. However, both are very intertwined, so much so that they are sometimes confused. We will therefore examine what differentiates them and give you keys to improve the image of your company.


Corporate identity
Corporate identity is architect database embodied in a logo, but it goes much further: it is the personality of the company. It is its behavior, its way of communicating, the advertising it does, the people who represent it and their philosophy, its packaging, its presence and actions on social networks, and its way of promoting itself.

The brand
The brand is the graphic representation (logo) of all the attributes that constitute the soul of the company or the product it represents. It is the visual translation of the corporate identity we have just talked about. But we can also talk about verbal, cultural, visual identity, etc.

As we can see, corporate identity and brand are therefore two different things, but intimately linked.

Branding: Another Approaching Element to Consider
Branding
There are four questions that concern companies. What they would like to be, what they think they are, but also the image they project and what their customers think of them. Branding is the way to communicate the brand's values ​​(part of its corporate identity) to potential customers. It allows companies to gain visibility, to position their products and services.
Let's not forget that companies do not always succeed in becoming what they would like to be and that they are not always perceived as they should be. And when they succeed, it is because they have done a good job of branding.
Branding has a direct influence on corporate identity and brand identity.

Corporate identity versus corporate visual identity
As we have seen, corporate identity is not limited to the logo or the colors associated with the company. It is not a simple graphic representation. It is what the customer sees beyond it. It is the soul of the company. It is the reason why the customer adheres and remains loyal to a brand . It is the trust he places in the company. It is the knowledge of the values ​​​​defended by a particular company and its reputation. Ultimately, it is the perc