Create corporate image

We can define brand identity as the outward expression of a brand, including its brand, name, communications, and visual appearance. To us, a brand identity is the sum total of how your brand looks, feels and speaks to people.

Creating a corporate image is a way to communicate with the world, differentiate yourself from the competition, and create a brand experience that encourages people to interact with you.

Some brands elevate brand identity to an art (think Apple, LEGO, or Levi’s)… Unfortunately, some (okay, many) brands struggle because they don’t know who they are or how to communicate that effectively.

To create the corporate image, make sure that your brand identity is:

• Distinct: stands out from the competition and catches people’s attention.
• Memorable: it has a visual impact. (Consider Apple: the logo is so memorable that they only include the logo, not their name, on their products.)
• Scalable and flexible-it can grow and evolve with the brand.
• Cohesive: each piece complements the brand identity.
• Easy to apply: it is intuitive and clear for designers to use.

If one of these elements is missing, it will be difficult for your brand team to do their job well.