brand identity

I’m not a fan of theoretical debates, but I must admit that without theory, practice becomes unorganized and inefficient. That is the reason why I find suitable to clarify few elements about corporate identity or brand identity. There are many who use those terms, but few could define them exactly.

We could define corporate identity as “what or who the company really is”. This definition is short but leaves out the confusion that is made between identity and image, the latter meaning “the way the company is perceived by its audiences.” Thus every company has an identity even if they have never intentionally developed one.