Corporate Identity and Branding

Corporate identity and branding is the public face of a business or organisation which is uniquely designed and facilitates its identity and objectives. The identity of an organisation comes into existence when there is a universal proprietorship of knowledge, philosophy, understanding and a buy-in of that corporate heritage. The branding is the title, name or trademark associated with the business whether they provide goods or services. Together, they are the all important components needed to create a corporate brand recognition.

The identity and brand of a company undergo a series of challenges in order to create a corporate sense and visual identity that amounts to a “small” but very significant element of a company - the logo or sometimes known as the corporate title. There are reputable and well established creative agencies who specialise in the creation of identity and branding and are well versed with the approach and execution of such projects.

Corporate identity and branding form part of the corporate culture where certain components need to be firmly set to succeed as a brand. The first component is the design of the corporate business and this is generated through the design and development of a company logo. The logo or trademark can then be used on all the corporate literature and merchandising. The second component is the communication’s arm of the business whereby the established branding is circulated in all the company information, public relations and aggressively used in all advertising efforts. The third component is the identity of the business, its beliefs and values, the universal understanding of the organisation and the staff who adopt its culture.

The recognition a business could receive from delivering a simple and yet a powerful company trademark can be achieved by ensuring all their corporate communications are going out with this trademark or logo, along with any slogan the company has adopted. It is important to note that during corporate redesigns and organisational changes the logo and branding of a business can somewhat change to accommodate the new developments.

Some of the most memorable logos and trademarks have been around for many years and their commercial success is deeply rooted in the union of their marketing and the corporate identity and branding.