Corporate identity is the visual aspects of the company style and personality. It is a combination of color, graphics and typography with guidelines on how these elements are used across all media types. Media types include your website, marketing collateral, social media profiles and other physical representations of your business. Visual elements include logo, color palette and fonts and anything that provides a visual representation of your business. When you establish a clear and consistent corporate identity, you achieve a distinctive image that clearly differentiates you from your competitors. Being different makes it easier for your customers to remember you. Having a consistent look and feel across all communications creates a strong brand. Brand identity Brand identity is the total value proposition that a company makes to its customers. It may consist of features and attributes, benefits, performance, quality, service, support, and the values that the brand possesses. Your brand identity plays a role in whether a customer chooses you over your competitors. The brand identity is who you really are. Think of it as your positioning statement with a personality and a set of values. It is: • The promise that you make to your customers. • Everything the company wants customers to think and feel about them. • The position it occupies in people’s minds.