Corporate Identity Is Much More Than A Brand

Corporate identity is much more than a brand

Introduction

Corporate identity within a company covers much more than a brand or a graph, it represents how the company is sold to the world. That is, not only with the consumer but also with their own workers and, in turn, future investors.

Developing

The importance of corporate identity has been increasing over the years, because currently recognition or influence within a market is essential for companies. However, one of the main "tools" within corporate identity is "the brand", in other words, the image presented to the public. Which is the first interaction between company and consumer, therefore a good presentation is needed to attract your attention to it.

The main route to obtain some recognition or influence in the market is through the possession of brands that provide the product of any added value. Light (1990, cited in Del Río; Vázquez & Iglesias, 2002) asserts that in the future possess the property of a brand will be more important than having several factories. 

Within corporate identity we have:

1. Corporate stationery.
2. Corporate graphic design (with its communication elements)
3. corporate typography,
4. Corporate colors, 
5. Advertising, etc.

What is corporate identity? 

Corporate identity can be defined as the "personality" that a company possesses. Taking into account that “corporate identity is already a standard of our language.

Helped by the rise of economic corporations and their globalization process already seems an indisputable common place ”. (Anonymous, 2003)

The added value is, to put it in some way, a kind of additional utility that has the product or service based on a series of factors. Keller (2015, cited by Torres and Santana, 2018) indicates that the value of the brand is an added value in which products and/or services are available, in the sense of: how they think, feel and act the consumers towards the brand. In addition, it should be clear that "the term brand value began to be used in the early eighties without clearly specifying its meaning". (Del Río, Vázquez & Iglesias, 2002, p. 89)

It is concluded that the brand is, for giving it a name, an image that belongs to the corporate identity of the company, which may or may not add an added value to the same. This is a small part within the company, and, therefore, within the "personality" of the same. Because corporate identity covers different sectors and elements related to the product and, in turn, to the service that the company will provide.

References

• Anonymous. (2003). Visual identity. Concept, evolution and new perspectives. Obtained from https: // websites.UCM.es/centers/cont/download/document3052.PDF
• From the river, to., Vázquez, r., & Iglesias, V. (2002). Brand value: analysis perspectives and estimation criteria. Management Notebooks, 87-102. Obtained from https: // addi.Ehu.es/handle/10810/6997
• Torres, a., & Santana, J. (2018). Methodology for the design of brands and visual identity systems in EPS ventures, Guayaquil. Obtained from http: // repository.UG.Edu.EC/HANDLE/REDUG/46024