What is Brand Identity?
It is important to distinguish between corporate identity,
brand identity, and brand image. Corporate identity
is concerned with the visual aspects of a company's
presence. When companies undertake corporate identity
exercises, they are usually modernizing their visual
image in terms of logo, design, and collaterals. Such
efforts do not normally entail a change in brand values
so that the heart of the brand remains the same - what
it stands for, or its personality. But changes to logos,
signage, and even outlet design do not always change
consumer perceptions of quality, service, and the intangible
associations that come to the fore when the brand name
is seen or heard.
In today's selling environment, there's no movement
stronger than Internet Marketing. And as catalogers
and retailers move to the Web, and Internet companies
start using direct mail techniques, branding is more
important than ever. According to a recent survey by
Pricewaterhouse-Coopers, for example, 80% of online
shoppers say their purchasing decisions are strongly
influenced by their ability to buy from trusted retail
brands and their need to purchase brand-name products.
Regardless of whether you are communicating in print,
in a store, or in a digital format, your customers expect
to receive the same brand message. So if your catalog
image is warm and fuzzy, it better be that way on the
Web. If you're all about lifestyle, you'd better figure
out a way to translate that image into a retail or electronic
environment. Your clear understanding of your unique
positioning is the link between all your selling channels
and your customers.