Identity is often confused with corporate identity (style)
Corporate identity is a part of identity. It is responsible for the visual recognition of the company and creates strong associations between the graphic elements and the product. Corporate identity ensures that the customer unconsciously chooses your product when all other factors are equal (assuming they have had a positive experience with the product or service).
Corporate identity is a way of standardising your advertising. If you have chosen your company colours, have a logo and have defined the details of its use in a particular communication, you can easily maintain consistency in your advertising. Even if you produce in different agencies in different parts of the country or even the world. Corporate identity is the reference point against which you should be judged.
Brand identity has a wider impact on the public:
- Through the name, the slogan and the description (when you hear or read the phrase ‘On Your Side’, you immediately realise which brand you're talking about);
- By translating the company's values, principles and philosophy (e.g. commitment to ecology, inclusion, speed of service, etc.);
Stages in the development of an identity
From a global perspective, four stages can be distinguished:
- Development of a name;
- Creation of a logo;
- Developing a corporate identity;
- Designing a brand book.