The concept of corporate or brand identity emerged in the U.S. in the early twentieth century. Then the number of companies operating in one area, critically increased and came to the fore the need to create the conditions for recognition enterprise release it from its competitors. Corporate identity is a set of graphic and semantic forms, united by one common idea. The purpose of branding – to create a recognizable image of the company, select it from the total mass of competitors. It promotes the integration into one whole all the information coming from the company: proposals for the services of the company, its products, working with suppliers, etc. It is well formed positive perception firms with customers and partners. To create a corporate identity, above all, an analysis of the competitive environment of the enterprise and identifies its characteristics – distinctive features.
What do you offer your customers what not your competitors? Based on these studies, formulated the idea of the company, its image is born. The image of the firm – a set of ideas about your business that you wish to convey to your customers and partners, Naturally, it should be aimed at consumers of your products or services. Therefore, when creating the image of the firm takes into account the theory of sales, especially geographical, sociological images of consumers, which will focus the work of the firm. At this stage, we formulate the ideology of the brand, its values, the main aspect that differentiates your brand from similar offerings on the market.