First off, in discussing brands and brand identity it is important to clarify the differences between the two as in often times brand identity will get confused with other aspects of a company’s visual communication. This is because logo identity, branding and brand identity all have different roles and although they are all part of the general corporate communication of a company, each of them must be understood and used differently to ensure a successful marketing campaign.
Here at evolve we know that branding is an essential part of the visual communications of any business. It is seen as an abstract term because it is how a company is perceived by a customer, therefore it is not created solely by an organisation. It is essentially a promise that is part created by an organisation and then judged by their audience.
Brand Identity, is a term used to describe the outward expression of a brand. This includes the logo, design and all visual and audio stimuli communicated to the customer. Both are essential in any successful marketing campaign and every organisation should define clearly what each of their roles are within any strategy.
If you understand a logo as definitive and concrete, such as Nike’s swoosh or Apple’s apple bite, brands, on the other hand, are seen as abstract. They are based on how your customer perceive your company. You cannot build a brand entirely because it depends on the emotional responses of your customer .i.e how they view your organisation.
You cannot have total control over your brand as it is not completely created internally. It is developed outward and so changeable. One of the best examples used for looking at brand and identity is with Apple. From a customer perspective, Apple is viewed as a human and cultural associated brand. Its fans are loyal, almost tribal. Throughout Apple’s organisation, from services to hardware, a complete holistic identity exists, which customers easily recognise.
The Apple brand is perceived and created by it’s users. The brand identity, such as the logo, the tone of voice and all visual communications is communicated to the customer, rather than perceived. Therefore brand identity (sometimes known as corporate identity) is created by an organisation to communicate the characteristics and values of their company to their customers.