The Corporate Brand Identity Cheesecake
Is Corporate Brand Identity What You Think It Is?
What is brand identity? Simple, brand identity is the “company’s name” or their “logo”. Brand identity is simple when you know how to define it, right? If you just agreed with my last statement, your corporate brand identity is in for a nose dive. Let's have some cheesecake and talk about branding.
Just like you know people by their names, you know lots of brands by name. People are not simple, likewise the more you know about a brand, the more it appears to have its own individual personality.
Whilst we know people by their names, we don’t say they “are” their names. Here’s where we get to what branding really is. Branding is the sum total of a company’s identity – from its name, logo and every piece of communication, internal or external, to every encounter every client or potential client has with it. It’s how you answer the phones, send emails, letters and the list goes on.
Corporate Brand Identity And Cheesecake
Let me cut you a piece of this delicious cheesecake, have some ice cream on the side and what the heck, have a cherry on top. Before you tuck in, let me explain brand identity.
The cherry is a brand’s promise. The ice cream represents your products and services. The cheesecake is the company, its environment and look. The biscuit is the structure of your company, like your systems.
So here is your delicious, integrated cheesecake. Naturally, the cherry gets attention, it’s your name in flashing lights, your shiny logo and your overall visual appeal. If a prospect buys a slice of your cheesecake just for the cherry then you’ve done very well!
But integrating the ice cream (Product / Service), cheesecake (Corporate Culture) and biscuit (Systems) are essential for building a true “core” corporate brand identity. Don’t get caught up in thinking branding is only about the cherry.
Find Your Corporate Brand Identity
This happens at graphic design firms whose only expertise is generating visual solutions. You may even find it at large advertising agencies that want to sell more ads, to them the cherry is all that matters. I don’t care if you don't advertise, if that’s what’s right for your company. Maybe your success lies in direct contact at trade shows or public relations and press releases. Whatever it is, whatever your mix, you need the ingredients working in combination to make your corporate branding cheesecake a success. Bring your mixing bowl and talk to Tochin about your cake.