Branding vs Brand Identity

The concept of branding was born in the course of evolution of the “business process”. During the next phase of evolution however, emerged the concept of corporate identity. Although often, the two terms—brand and corporate identity—are used interchangeably, they are two different concepts.

While branding relates to the emotional relationship between customer and a business, the corporate identity is all about the look and feel of the business. The latter helps a customer to distinguish his favorite brand from the crowd of other businesses.

The brand name evokes an emotion of trust and reliability, whereas the identity speaks of the product’s individual quality, its ethics and its focus. Two concepts are however interrelated; when the product is able to establish its unique identity, it is recognized as a brand.

When we think of the identity of a company the first thing that crosses our mind is the custom logo design. The logo is the unique icon that represents the company in the market, helps convey its business message to the customers and ultimately helps sell the product and services to them.

A custom logo can take your business far and accordingly you should be prepared to invest time and money into it.