When I first had the idea to create a food/drinks company from the west country and design all the packaging, logo, banners and uniforms, I wasn’t sure what all of this fell under. I’ve heard of corporate branding, identity package and brand identity but didn’t know what they individually meant – so I feel that’s a good place to start!
Firstly a brand is WHO you are, WHAT you do, WHY you do it and who you do it for. (Natalie McCatty,2014). A brand is also a set of expectations of what customer associate with your business. A corporate brand is a valuable resource to a company as it provides an entity with a sustainable, competitive advantage if specific criteria are met. It is very important for a company to keep their brand consistent as if it’s constantly being changed, it is defeating the point of having strong branding as you are trying to get people to remember your brand.
A brand identity is the visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers’ mind. (businessdictionary, 2017)
An example of a company that has strong branding is McDonald’s. They have kept the same logo with the golden arches in their branding since 1961 and now the vast majority of people in the world will recognise it instantly.
So a corporate logo is the visual piece of the brand – it’s a visual way to represent the who, what, why and for. (Natalie McCatty,2014) A corporate logo is the logo of the company although a company might have other logos for their products.
Product branding is the branding of a product – this is separate from corporate branding but sometimes they can be linked by having corporate branding on the product branding. A well-known example of a major U.S. company that utilises product branding is Procter & Gamble with corporate headquarters in Cincinnati, Ohio. They make beauty, personal care and household products, and many of the company’s popular brands each have a dedicated website. Each product carries individualised symbols or logos and some have advertising slogans associated with the product alone, not mentioning the corporation or the P&G brand except in labelling. (Vicki A. Benge, 2017).