It is important to distinguish between corporate identity, brand identity and brand image. Corporate identity deals with the visual aspects of a company’s presence. When companies carry out corporate identity exercises, they are generally modernizing their visual image in terms of logo, design, and collateral. Such efforts typically do not involve a change in brand values ​​so that the heart of the brand remains the same: what it stands for or its personality.

Unfortunately, many companies don’t realize this fallacy, as they are sometimes led to believe by agencies and consulting firms that visual changes will change the brand image. But changes to logos, signage, and even point-of-sale design don’t always change consumers’ perceptions of quality, service, and the intangible associations that emerge when they see or hear the brand.

The best such changes can do is reassure consumers that the company cares about their appearance. Brands must maintain a modern look and visual identity must change over time. But the key to successfully affecting a new look is evolution, not revolution. Totally changing brand images can raise consumer concerns about changes in ownership, potential changes in brand values, or even unwarranted extravagance. If there is a strong brand personality that appeals to consumers, substantial changes can destroy emotional ties to the brand. People do not expect abrupt changes in other people’s personality behavior, nor do they like them, and they are equally concerned when brands they have become accustomed to show similar “schizophrenic” changes.

On the other hand, if the intention is to substantially improve brand position, corporate identity changes may be accompanied by widespread changes in organizational culture, quality, and service standards. If done right, and if consumers experience a great new or improved experience, the changes will, in the long run, have a corresponding positive effect on brand image. If you’re spending a lot of money on corporate identity, it’s good to remember this.

Brand identity is the total proposition that a company makes to consumers: the promise that it makes. It can consist of features and attributes, benefits, performance, quality, service support, and the values ​​that the brand holds.

The brand can be seen as a product, a personality, a set of values ​​and a position it occupies in people’s minds. Brand identity is everything the company wants the brand to be seen as.

Brand image, on the other hand, is the totality of consumer perceptions of the brand, or how they see it, that may not match the brand identity. Companies have to work hard on the consumer experience to make sure that what customers see and think is what they want.