Corporate Identity Design

Everything about a brand that has to do with attracting attention, setting expectations, making an impression—those things make up a brand identity. Names, logos, slogans, advertising, packaging—they all contribute to put a certain face on your brand.

Brand identities are important because they provide information to consumers about your product ,to determine whether to purchase your products or services and what they should expect from the experience. If a brand identity is clear, compelling, and well executed, consumers will feel confident that the brand will live up to its promise of value. A vague, muddled, or unappealing brand identity can leave the consumers confused and a little unenthusiastic to purchase the product.

When most people say brand, they're usually talking about brand identity. The problem with using brand identity as a surrogate for brand is that it places a misleading emphasis on the impact of how you package your offering while excluding other equally important considerations. When we analyze successful brands, we typically attribute their success to more operational factors like good leadership, reliable quality, a commitment to customer service, or innovation, rather than the brand's look, name, or slogan. Although brand identities contribute to a brand's success, in the final analysis, we can't judge a brand by its cover.