There is a huge difference between corporate identity, brand identity, and brand image. Corporate identity is basically concerned with the visual aspect of presence of an organization. When companies undertake the exercise of corporate identity, they usually concentrate on modernizing their visual image in terms of logo or design. Such efforts do not normally entail a change in brand values however; many companies do not realize this misleading notion, as they are sometimes led to believe by agencies and consultancies around them that the visual changes will change the brand image. However this is completely untrue that changes to logos, signage, and even outlet design do not always change consumer perceptions of quality, service, and the insubstantial associations that come to the fore when the brand name is seen or heard.
The most important thing is the company should be concerned about the fact how they are being represented in front of a huge audience. Brands need to maintain a very modern look and the visual identity needs to change over time. But the key to successfully accepting the new look is evolution, not a complete revolution. Totally changing the brand visuals can give rise to consumer concerns about the change in the ownership or possible changes even in the brand values. If there is a strong brand personality to which consumers are attracted, then substantial changes may destroy emotional attachments to the brand. People do not expect or appreciate wild swings in the behavior of other people; they are just concerned about the brands of which they have knowledge about.
Where as on the other hand, if the intention is to improve the image of the brand, then identity changes can be accompanied by various other changes like organizational culture, quality and standard of the services. If done in an appropriate manner and if consumers experience is good and taken care of; in that case the changes will, over the longer term, have a very good corresponding positive effect on brand image of the entire organization. If you are spending a huge amount of money on corporate identity, it is important to keep this in mind.
The impact of the logo color is just amazing; it substantially changes the impact of your organization on the people that are looking at it. So what do you think if there was one thing, one icon , one particular color, which one would you choose to represent yourself in front of a larger number of audience. Your logo is what you are identified with, so it should be such that you can communicate with your customers to portray trust and professionalism.
The way you represent yourself in front of your audience, determines your whole future as an organization. There are so many organizations and there is competition as well, so how is one supposed to stand out in the crowd? You cannot just be unique because you want to be, you have to show that edge to your audience.
Internet marketing is not rocket science; still everyone does not achieve success in it. This is because of the fact that a lot of people try to follow shortcuts and assume that they will be able to get great results over night. Internet marketing is a gradual and a process that you need to invest time in, you can never get results over night or by just following one technique. There are some things that you must avoid completely when you are trying to promote your website over the internet.
What to do when people are talking about your brand on the web
Friday, October 23rd, 2009A brand’s online persona is the first impression for potential leads or clients, which counts for a lot in cyber space. Study after study demonstrates that web surfers have notoriously short attention spans. Failure to capture someone’s attention, or worse, if pegged with a negative association off the bat, odds are you won’t get a second chance to make your case. For this reason it is vital that you keep a positive online reputation intact.
The first step is to monitor your brand all over the internet. Make sure you find out about everything that is being said about your brand. First things first, you need to monitor all the keywords that are associated with your brand. This can be your brands, products, brand abbreviations, company director, public relations officer, also common misspelling of all of these variables.
Second step is to monitor your online reputation on a wide range of two-way internet mediums. This will be social networks, blogs, groups, forums, social media sites, consumer websites, and maybe most importantly on SERP’s. Use to RSS feeds to track these comment mediums with ease.
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Tags: brand comments, Brand Management, brands, Customer Relationship Management, online brand management, online reputation management, online strategies, web design company
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