A good branding and corporate identity strategy can undoubtedly be a key and differential factor compared to the competition. Although it is sometimes difficult to know the differences between these two concepts, it is important to know that branding and corporate identity are not the same. It is true that they are similar concepts, but it is advisable to know their differences to make the most of their benefits.
What is branding?
Branding is the process of defining and building a brand using graphic, communicational and positioning processes.
It is the global management of all the tangible and intangible elements that surround the brand in order to build and transmit a promise or values. These elements are the company’s corporate image, company colors, corporate identity, and communication style rules. Branding is everything behind the brand, it is the image of the brand in the minds of consumers. To achieve this image, we try to transmit values through emotions and feelings.
It is composed of five elements:
- Naming
- Corporate identity
- Positioning
- Brand loyalty
- Brand architecture
What is corporate identity?
Corporate identity, therefore, is one of the elements that make up branding, but it is not it in its entirety. It refers to the combinationof colors, designs and text elements of a company used to transmit and communicate its business philosophy to society.
In short, brand identity represents the face of a brand. Therefore, you should try to find answers to the following questions:
- How you see your own company
- How you want your audience to see your company.
- How others recognize and remember it.
Tips for a branding campaign
Here are some tips to carry out a successful branding and corporate identity campaign:
- Brand concept.
The first step is to be clear about what the brand concept is. As we have already seen in other articles, it is essential to connect with consumers and transmit brand values. To do this, we must be very clear about what we want to convey to our customers so that the message is clear and direct.
- Corporate identity manual.
The corporate identity manual will include the graphic and stylistic elements of the brand. It will allow you to follow the same line of editing while being consistent in all the content created.
- Visual and attractive.
The typography and visual elements you use for your brand will determine its positioning and the image it reflects in front of consumers. Therefore, the combination of these elements must have a clear and attractive visual result.
- Measurable results.
It is very important that thebranding campaign allows the results to be measured. Although it is a long-term strategy, we must be aware if the actions we are carrying out have positive results or if, on the contrary, we must change the approach.
Examples of branding and corporate identity
Nike Case
The sportswear brand Nike has managed, through good branding, that both customers and society in general perceive and associate the brand with health and well-being. Not only do its products reflect sport, but quality, performance and sportsmanship.
Its name Nike comes from the Greek goddess of victory. Its simple and powerful slogan “Just do it” constantly invites action. Its logo; a Nike wing that inspires sensations such as speed. They are all elements that are part of the brand’s branding.
Coca-Cola case
The success of Coca-Cola’s branding is one of the best known worldwide. This soft drink company has managed to get the public to associate it with happiness.
Coca-Cola has gone from marketing a product initially created to deal with headaches to establishing itself as one of the most consumed beverages on the planet. It is linked in our mind to emotions, the color red and a characteristic logo, and it is also possible to find it in all corners of the world.
Contact us and let’s start together to create a branding and corporate identity strategy so that no one can get your brand out of their head!
