Corporate identity refers to the visual characteristics of a brand, such as color, design, and logo, that identify and distinguish the company in the minds of customers. The company’s personality is revealed through the brand logo. How does a corporation do the following to promote a specific image in customers’ minds:
- Selecting a name
- It creates a logo and incorporates colors, shapes, and other visible elements into its products and promotions
- Its advertisements are written in a specific way
- Employees are taught how to communicate with customers
The end result of these actions, whether good or not, is the brand picture.