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Corporate Identity is a blanket-term that refers to the individual way that a company or organisation presents itself and interacts with its staff and public. An organisation’s identity is the sum total of its history, beliefs, environment, language and visual appearance (website, stationery, architecture, uniforms, signage, livery, brochures etc.) and is shaped by the nature of its technology, its ownership, its people, its ethical and cultural values and its strategies. The principle can be clarified with the help of an analogy... The way that you walk; the clothes that you wear; the style of your hair; the car you drive; your outlook on life; the language you use and the manner in which you greet and deal with people are all expressions of your personality. Collectively, they are your identity. Apply this principle to a company or organisation and all should become clear.

Not so long ago, a 'brand' referred to a specific product like Heinz Baked Beanz, or a service such as Apple iTunes. However, more recently it has become fashionable in the marketing sector to refer to entire companies as 'brands'. Consequently, the term 'brand identity' can now be used more-or-less synonymously with the term 'corporate identity'.

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