Brand Identity vs Corporate Identity
When you think about a company, you might first imagine its logo, the colors it uses, or the ads you've seen on TV.
This is all part of their brand identity – like an outfit and style that a person wears to show the world who they are.
But there’s another side that you might not see as often which is just as important. A company’s corporate identity refers to its inner value system that anchors its mission and defines its corporate culture. When implemented successfully, both of these elements work in support of one another to form a cohesive identity for the company.
Brand identity and corporate identity are key elements in creating a complete picture of a company. Customers want to feel that their consumption choices are aligned with their own values, and a well-defined identity will empower consumers to make those informed choices. When a company’s corporate brand identity and corporate identity match up well, it imparts trust in their audience and makes them feel good about buying their products or using their services.
For these reasons, a thoughtful implementation of brand identity and corporate identity is crucial to a company’s success.
What is Brand Identity?
Brand identity is what you see and hear from a company, like its logo, the colors it uses, the way it designs its products, and the values it puts on display for its audience.
This is the hypothetical “outfit” – something they wear all the time so they can recognize it anywhere. This outfit isn’t just to look good, but also to make the customer feel a certain way about the company (excited, happy, or even safe and secure).
Companies and brands spend a lot of time thinking about their brand identity because they want to make sure it appeals just right to the people they want as customers. They try to make their identity something that stands out from all the other companies.
This is especially important for larger companies that contain multiple distinct brands. Consider Kellogg’s, a household name for breakfast cereals. Among many others, two well known cereal brands include Corn Flake and Frosted Flakes. These two cereals have very distinct brand identities, with the former being positioned as a healthy choice for adults, while the latter is a fun and sweet breakfast for children. Kellogg’s corporate identity may govern both, but each will have a distinct brand identity that caters to its target audience.
The key parts of brand identity, like logos, taglines, and the style of ads, are carefully chosen to make sure they resonate with the brand’s consumers. This is how companies build a strong connection with you, making you not just a one-time buyer but a lifelong fan.
What is Corporate Identity?
Now, let’s compare brand identity to corporate identity. While brand identity is like the clothes a company wears to a party, corporate identity is more about what the company believes in and how it behaves when no one is looking. It’s the core of the company—its values, ethics, and how it treats its people. So what is corporate brand identity (corporate identity)?
Corporate identity is more like the personality of the company, affecting every part of its operations, from how employees interact with each other to how the company meets its business goals.
A strong corporate identity aligns perfectly with what the company wants to achieve. If a company wants to be known for innovation, for example, its internal culture will encourage creativity and new ideas. This alignment helps guide the behavior of everyone at the company, making sure they all work towards the same goals.
Let’s look again at Kellogg’s – this time for an example of corporate identity in action. Consider this social media post featuring their celebration of black history and how they’ve woven that message into their corporate culture.
The health of a company, and its relationships with its employees, customers, and other businesses, depends a lot on its corporate identity. A company that has a strong, positive corporate identity is more likely to attract and retain good employees, create loyal customers, and have a good reputation in the market.
Corporate identity is often shown in how the company operates day-to-day. This can be seen in internal policies that dictate how things are done, and the mission statement that defines a company’s goals and the ethics it works to uphold. These elements help everyone inside and outside the company understand what it stands for and what it believes in.
Components of Brand Identity
Visual Graphics: Logo, Colors, Fonts and Imagery
The visual elements of a brand are like the face of the company—they’re what you see first and what you remember most. These elements include logos, color schemes, fonts, and images that represent the company.
The logo of a company is often the first thing people notice. It needs to be memorable and reflective of the company’s personality. Their chosen colors and fonts are just as important because they communicate different emotions and messages. For example, blue can feel trustworthy, while bright yellow might feel energetic and fun.
Let’s take a well-known company like Apple. Its simple logo, the use of clean, minimalistic imagery, and sleek product designs all contribute to its brand identity as a leader in innovation and design. This consistent visual branding makes Apple products instantly recognizable worldwide, enhancing the company’s appeal and credibility.
Corporate lifestyle photography also plays a big part in how a brand is perceived. High-quality photos, like executive portraits or team photos, can make a brand look more professional and trustworthy. Photos documenting an attractive workplace and a positive corporate culture can serve as excellent recruitment assets on a company’s website. These visuals help tell the story of the brand and give a face to the name, making the company more relatable and real to its audience.
Messaging: Brand Voice, Taglines, and Slogans
When we talk about a company's messaging, we're looking at how it uses words to express who it is and what it stands for. This includes everything from the brand voice — how they sound in ads and social media — to taglines and slogans, which are catchy phrases that stick in your head.
Looking at Apple again – their messaging consistently communicates innovation, elegance of design, and creativity. This is appealing especially to young people and creative professionals who value these traits. Phrases like “made on iPad” have been used to reinforce this idea, positioning Apple not just as a technology company, but as a champion of creativity and innovation with every move they make. It also forms a connection with their audience, making Apple a statement of the customer’s aspirations and values.
It’s important for a brand to keep its voice consistent across all platforms, whether it's a billboard, a tweet, or a product description on its website. Consistency like this makes the brand feel more reliable and trustworthy because you always know what to expect from them.
*While brand messaging might tell you "Our product helps you unleash your creativity," corporate communications are more about "our company values innovation and supports employee creativity."
Packaging
Packaging isn’t just about putting a product in a box – it’s the first thing customers interact with before they even see the product itself.
Companies like Coca-Cola have used unique bottle shapes and designs that are instantly recognizable worldwide. Their use of personalization, like adding common first names to labels, has made the packaging feel more special to consumers.
But packaging can be seen even in non-physical products and services, too. Think about your onboarding experience and how you present your services. Clearly laid out processes and use of systems will make your customers feel like they’re getting on-brand services.
Components of Corporate Identity
Culture, Physical Environment, and Dress Code
Corporate culture is the personality of a company; it’s how things are done around here.
A strong corporate culture can make employees happier and more productive because they feel part of something bigger than themselves. It includes everything from how people are treated to the values the company stands by, like teamwork or innovation.
The physical environment of an office also says a lot about a company's identity. An open-plan office might suggest that a company values open communication and collaboration, whereas individual offices might indicate a preference for privacy and individual work. Everything from the furniture to the artwork on the walls even to the corporate headshots on their Slack profiles can reflect the company’s style and values.
Dress codes are another way companies express their identity. A strict suit-and-tie dress code might suggest formality and professionalism, which are important in industries like law or finance. More casual attire might be seen in tech companies or creative agencies where individuality and self-expression are valued. It’s important to remember that how employees are expected to dress can affect their attitudes at work and how they represent the company to outsiders.
Organizational Structure and Communication
The way a company is structured can greatly affect how it operates. Organizational structure determines the lines of authority and communication, affecting everything from decisions to how information flows through the company. A hierarchical structure might be used in large, traditional companies where decisions flow top-down, while a flatter structure might be found in startups and creative businesses where collaboration and agility are prioritized.
Clear and transparent communication is crucial in fostering a positive corporate identity. It builds trust both within the company and with external stakeholders. Companies that communicate well internally are often more efficient and can adapt quicker to changes because everyone understands the company's goals and their role in reaching them.
Many successful companies structure their organizations in a way that reflects their corporate identity. For example, a company that values innovation might have a flexible organizational structure that allows for quick decision-making and easy collaboration across departments. This alignment helps ensure that the structure of the company supports its values and objectives, creating a cohesive and functional work environment.
Strengthen your brand identity and corporate identity with Johnny Wolf Studio’s corporate brand photography.
If your company’s brand identity or corporate identity needs a refresh, get in touch and we’ll help your brand stand out. Keep us on-call when you need more corporate photos to nail your brand corporate identity.