Corporate identity and corporate image
March 2011
These two terms are widely used, and in many instances they are defined as the same thing. Even though they work together and conform a bigger picture in the identification of your business, they are not the same. So here is the difference, described as basically as possible:
Corporate identity
This is how you present your business and how you want it to be perceived by your market, target group, clients and potential clients. The corporate identity of a business is made by many factors, including colours, design, communication, behaviour, logos, appearance, etc.
Corporate image
This is the scary part. Your corporate identity might be strong and unified. It might be recognised amongst the crowd, but this doesn't necessarily mean that it's a positive corporate image. In a few words, corporate image is how the crowd or marketplace feels about you.
We all know that to create a good corporate image we need to work from the inside-out, but a good corporate image is the one that will generate sales. At the end, it's the customer who we have in mind and keeps our business alive.
So in a nutshell...
Corporate identity = how we look
Corporate image = how we are perceived.
When you make these two work together in harmony you get one happy brand.
Contact us to find out more.
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