A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising. A corporate identity or corporate image is the manner in which a corporation, firm, or business presents itself to the public.
BRANDING / IDENTITY
The process of deciding what a new brand, product, or service will be called. Product naming is considered a critical part of the branding process, which includes all of the marketing activities that affect the brand image, such as positioning and the design of the logo, and the product itself. Some key steps include specifying the objectives of the branding, developing the product name itself, evaluating names through target market testing and focus groups, choosing a final product name, and finally identifying it as a trademark for copyright protection.
Logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark. Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals, coins, trans-cultural diffusion of logographic languages, coats of arms, watermarks, silver hallmarks, and the development of printing technology.
Corporate Identity is not just something that a company conjures up. A corporate identity requires planning, should include the whole company, and will require both time and financial effort. At the same time, the corporate identity should express the company’s self-image through the guidelines and values that run through all areas of the business. The more complex and far-reaching the corporate structures are, the more precisely you have to analyze and organize them in order to convey a consistent image internally and externally. Corporate Identity guidelines for large companies can be several hundred pages long.
Brand Book is a document of core values, principles, and style. It defines how the company will make its identity as a brand. That’s why the brand book is also known as the style guide of the company. It includes all the minor to major information about the brand identity. It sets the rules of how your brand’s logo should look, color, theme, tone texture, layout, font, effects, and every style element which will become the identity of the brand. Setting a style guide for the brand creates symmetry in all media of communication and helps graphic designers and content creators to maintain the brand’s identity.
Rebranding is the process of changing the corporate image of an organization. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. There are several reasons for a company to go for rebranding. One prominent factor is to connect with customers. Rebranding is good for the business, but at the same time, it may be risky. There is always a possibility that the consumers do not like the new brand.