In such a large, global marketplace there is always a multitude of businesses that are in the same industry or sell identical goods or services. How do you distinguish your company from your competitors? Have you addressed this in your marketing strategy?
Your business’ identity is comprised primarily of internal values that indicate how your business is operated, how it’s organized, the ethics, its image, and how it integrates into the corporate world. The identity you cultivate shows your audience the distinguishing features that separate you from your competition. Your corporate identity is a key tenet of your marketing strategy and should be carefully crafted. The quality, as well as the focus of the service or product you provide and its uniqueness, also contribute to your corporate identity. That identity is shown to the world visually, verbally, and by actions.
Expressing Corporate Identity
Your identity is non-existent to your audience if it is not visibly shown through visual artifacts or conveyed through verbal communication. Often this involves very unique and trademarked logos, taglines, color schemes, and more to instantly identify the company:
Branding is not defined by a company but it can attempt to influence it. Branding refers to how people feel as a whole about the company. Do consumers have faith in the company? Do they find their service or product valuable and of good quality? Do they feel the company is ethical? These and even some visual and other concepts all can contribute to a company’s brand.
How They Work Together
How these two concepts work together is very simple actually in theory, however, it can get volatile in the real world. On paper, your identity is the image you portray because it is how you want to be seen. Branding is how your identity comes across to your audience.
This perception can be altered by logo design, expressed corporate values or actions, and also marketing campaigns. Some companies to improve their branding will make major changes to their identity and some with minor changes like a logo re-design.
The caveat is that sometimes it can backfire and be embarrassing or downright destructive. At SiteJab we recommend thoroughly evaluating consumer’s perception of your brand via focus groups or other marketing research before altering a logo.
If your logo has built a reputation of trust and familiarity—altering something as simple as a logo change could ruin that. If you are struggling with your brand management, an effective social media management campaign can have a positive influence—and can be a more effective approach to fixing a branding issue.
SiteJab is the best solution for your identity management and brand management. We have assembled a team with extensive experience in public relations, graphic design, consumer psychology, brand development, and market analysis to carefully cultivate your identity.
We consider everything when shaping the image you want to show the world. Everything from taglines to color schemes, fonts, logo design, and marketing collateral is meticulously thought out to present thebest image possible to your audience. We create strong identities that influence your audience and result in a trusted brand.
Our branding and identity team does—and we can help you realize your identity and how to cultivate your corporate image into a brand that evokes your vision in every aspect. Contact one of our business development consultants today to show your company to the world.