The image and corporate identity are concepts that have to do with each other, but we must explain their differences. Corporate identity is the personality of a company, institution or business. This is reflected in the elements of the brand, how it is the logo, colors, shapes, in addition to values, mission, vision, etc.
All these elements make up the brand identity, shapes, colors, logo and help consumers identify the company or brand. Corporate image is the set of opinions and perceptions that they have about what is offered in the visual identity of a company or brand in a certain target audience.
Its objective is to transmit clearly and coherently the values and the personality of the brand so that clients identify it easily. The elements of corporate identity are usually the logo, the colors, the typeface, and the design of the documents. The image is how that message is received through content generation and representation of the identity.
[poll id=”21″]Differences between image and corporate identity
When it comes to your business, the image and corporate identity are two of the most important factors to take into account. After all, they are the first thing potential clients will see. But, what exactly is the difference between both?
- The image is essentially the way your company is perceived by the outside world. It is the way it presents itself to potential clients and is the first impression they will have of your company.
- Corporate identity, on the other hand, is the way you want your company to be perceived. It is the image you want to project to the world, and it is what will differentiate you from your competitors.
Creating a strong image and corporate identity is essential for the success of any company. After all, the first impression is everything. But it is important to understand the difference between both to be able to create a cohesive and coherent message that accurately represents your company.
What relationship do image and corporate identity have?
Image and corporate identity are related because both communicate the values and culture of an organization.
Corporate identity is the overall visual representation of an organization, while image is the perception that people have of an organization. Both are important when shaping the perception that people have of an organization.
Let’s see, the company identity can start from:
- Values
- History
- Mission
- Vision
However, these fundamental pillars of a company’s identity must be correctly derived to be reflected through a logo, letters, shapes, and colors. Then, this must be used in content strategies and advertising creations to be in harmony with what is obtained as image representing, thus influencing public perception.
For this reason, everything must be linked so that the public is objective when appreciating any expression of the identity related to your brand, thus generating a good image.
This reason encompasses the mechanism that identity and image must be, therefore the choice of an appropriate symbol or colors in your logo is fundamental to convey what is the objective of your project, brand, or company.
Corporate identity must be composed of the following elements:
- Name
- Logo
- Symbols
- Corporate image
- Slogan
- Colors
- Typography
Name
It is the most important element of corporate identity, since it represents the company and what differentiates it from others. The name must be short, easy to pronounce and remember, and must not have any type of negative connotation.
Logo
The logo is the symbol that represents the company and that is used in all its communication materials. The design of the logo must be simple, but at the same time original and attractive, and must reflect the company’s values.
The logo has much to do with symbols, which are an important element of a company’s corporate image. They are a way to represent the values and philosophy of the company in a concise and memorable way.
Slogan
The slogan of a company is a short phrase that summarizes its purpose or philosophy. From this can depend the success or failure of a company, there are countless examples of companies that have had a remarkable mark in their history thanks
Colors
Colors are also important for corporate image, since they can transmit a subconscious message to the viewer. You cannot make a reading site or an organic marketing company with red and orange colors that would correspond to something about food like, McDonald’s or Coca-Cola.
Typography
Typography is another fundamental element, as it can reflect the style and personality of the company.
Examples of image and corporate identity
Corporate identity must be consistent in all aspects of the brand, so that consumers can recognize it easily. This is especially important in the digital world, where the brand has to compete with many others for the user’s attention.
A good example of corporate identity is that of Coca-Cola. Its logo is recognized worldwide and its brand elements, such as the red color and typography, are consistent in all its applications.
The image of a company is the perception the public has of it. This is reflected in the way the company presents itself and in the way the media perceive it.
The image of a company is important because it affects the way the public sees it. If the image of a company is positive, the public will have a positive opinion of it. If the image of a company is negative, the public will have a negative opinion of it.
Conclusion about having a good image and brand identity
To have a good identity it is fundamental to know who we are directed at and what our values, mission, and vision are, so as to give a physical spectrum to the brand colors and thus provide the public an ideal perception of what we project.
Then from there, we must take care of the designer working on our brand identity, this will be fundamental. Someone creative, who accepts opinions and has clear decision-making when choosing your identity, will be key to capturing those clients you are looking for.
The image will depend a lot on the content marketing you do through social networks and what clients comment about you. It is manipulable, but you must have criteria to do it, since by wanting to implant your identity, you can damage your image.
In our digital marketing agency we help companies in corporate identity design to improve communication with their target audience. This service takes into account the web design of your company, since it is the central axis of any marketing strategy. If you want to know everything about our professional web design and graphic design services do not hesitate to contact us.
