Corporate identity
Different organisations interpret ‘corporate identity’ in different ways.
Some choose to see it simply as the visual identity of their product or service.
Re-working their corporate identity is therefore merely a matter of
re-designing their logo and/or symbol.
Others regard it as the means by which to communicate the underlying service or
product proposition (mainly to external audiences).
Some might consider it as the catalyst for change. At an organisational level,
corporate identity becomes a convenient label to help everyone buy into a
complex process.
Finally, there are those organisations that build their business on a brand
platform. They align corporate and brand strategy to the extent that the brand
is the embodiment of the corporate vision, allowing the brand mission and
values to inform and support all internal policies and practices.
