Your corporate identity, is all that you say, how you look, what you do and do for others, your opinion and your perspective. In other words, your singular corporate personality. These are the matters and understanding of your company and those who make it tick; the value of everything your company stands for and how you get everyone inside onboard.
Releasing those expressions outside, to attract business, is the work attributed to your brand.
Branding takes advantage of every possible opportunity to attract customers to your product and maintain return business. The value of the brand entices, solicits, and stands witness, creates expectation and meets demand. Customers are satisfied, broadcast their delight and exponential growth begins.
All of this works remarkably well, when the corporate identity and branded offering work together in concord. Staff and customer on the same page, identity and style in tandem.
They are two sides of the same coin; Janus, the Roman God of doors, blessing the in and the out. It’s about presence, credibility and common sense, where the fundamental product offer just fits, almost naturally into the lives of consumers, as if it was always there and that they really could never imagine their lives without it.
This describes seamlessness at its best, and, to be fair, the perfect intention and what we all strive for. How these elements are managed in real world situations determines their outcome and performance.
All of this is an ongoing event, tempered by prudent care of overall strategy and management of the unique fine detail.