What is the Difference Between BRAND and CORPORATE Image?

You know, I often get asked, "Zach, what is the difference between brand and corporate image and why should I care?" And let me tell you, the story of WeWork is the perfect answer to that question.

It's 2010, and WeWork bursts onto the scene with an insanely powerful brand image. They're not just offering office space. They're selling a lifestyle, a community, a way of working. Their sleek, modern spaces, free-flowing beer, and promises of networking opportunities created a brand image that was irresistible. People weren't just renting offices. They were joining a movement.

And for a while, it seemed like WeWork had nailed everything. Their corporate image was just as compelling as their brand image. They positioned themselves as visionaries, disrupting the traditional real estate model and creating a new way of working for a new generation. Their charismatic co-founder, Adam Neumann, became the face of this corporate image – a young, ambitious entrepreneur changing the world.

I remember going to the first WeWork in Toronto at Richmond and Duncan back in 2016, and I was totally blown away. The energy was electric. The vision was inspiring. Their brand and corporate image perfectly aligned, each reinforcing the other.

WeWork's brand and corporate image were winning over customers AND investors. Big names like SoftBank were pouring billions into the company, buying into the vision of WeWork as the future of work. The company's valuation soared to a staggering $47 billion at its peak.

But here's where it gets interesting and why this stuff matters so much. As WeWork prepared for its IPO in 2019, the corporate image they had so carefully cultivated began to crumble under scrutiny. Financial Times questioned their corporate governance, and the behavior of their leadership. It was an absolute nightmare for their PR department.

Now, the hip, community-focused brand image no longer alligned with a corporate image that was increasingly seen as reckless and unsustainable. The dissonance led to one of the most spectacular falls from grace in recent business history.

I watched this unfold with a mix of fascination and dismay. It was a textbook example of what can happen when your brand image and corporate image aren't built on the same solid foundation.

Throughout my years in branding and marketing, I've seen countless companies struggle with this very issue. They pour their hearts and souls into creating amazing products and crafting compelling brand images, but they forget that success isn't just about what you're selling. It's about who you are as a company.

What is Brand Image?

In my mind, brand image is like the personality of your specific products or services. It's what pops into people's minds when they see your logo or hear your product name.

Brand image is so much more than just a logo or a tagline. It's the emotional response people have when they think about your product. It's shaped by every marketing effort, every customer interaction, and every user experience.

I think it's important to note that brand image can vary across different product lines within the same company. Take Apple, for instance. The brand image of the iPhone (sleek, cutting-edge, status symbol) is quite different from that of the Mac (creative, professional, reliable). Yet both contribute to and benefit from Apple's overall corporate image.

Your brand image is like your product's Tinder profile. It's the first impression, the hook that gets people interested. But just like in dating, that initial attraction isn't enough for a long-term relationship. This is where a strong corporate image makes all the difference.

What is Corporate Image?

Corporate image is the big picture. It's not just about what you're selling, but who you are as a company. Your values, your practices, your impact on the world.

I can tell you from experience that a strong corporate image can elevate every single product a company puts out.

Think of corporate image as a rising tide that lifts all boats.

Think of corporate image as your company's personality, your company's soul.

It's what people say about you when you're not in the room. And let me tell you, in today's hyper-connected world, that matters more than ever. Your corporate image is influenced by everything from your CEO's public statements to your customer service practices, from your employment policies to your community involvement.

I've seen companies with great products fail because of a poor corporate image, and I've seen companies with mediocre products thrive because people believe in what the company stands for. That's the power of corporate image.

One thing I've learned is that corporate image tends to be more stable over time compared to brand image. It's harder to change people's overall perception of your company than it is to rebrand a product. That's why it's so important to get it right from the start.

Key Differences Between Brand and Corporate Image

Let's talk about scope. In my experience, brand image is very much product-specific. It's all about how people perceive your individual products or services. Corporate image, on the other hand, covers the entire organization. It's the big picture view of your company as a whole.

Brand image primarily targets consumers - the people who are going to buy and use your product. Corporate image, though, concerns a much broader range of stakeholders. I'm talking investors, employees, partners, regulators, and even the general public. I've seen companies nail their brand image but fail when it comes to appealing to investors or attracting top talent because their corporate image wasn't strong.

Another key difference is longevity. In my experience, brand image can change more rapidly. A successful marketing campaign or a significant product update can shift brand perception pretty quickly. Corporate image, though, tends to be more stable over time. It's built on a foundation of actions and values, not just marketing messages. That's why I always advise clients to think long-term when it comes to corporate image.

The focus of brand and corporate image also differs. Brand image emphasizes product benefits and features. It's all about what your product can do for the consumer. Corporate image, on the other hand, highlights company values and overall impact. It's about who you are as a company and what you stand for.

Lastly, let's talk about management. Brand image is primarily managed by marketing and product teams. They're the ones crafting the messages, designing the visuals, and shaping the customer experience. Corporate image, though, is influenced by leadership, PR, and company-wide initiatives. It's a top-down thing that requires buy-in from everyone in the organization.

Let's look at WeWork in 2018. Their brand image focused on cool, flexible workspaces and a sense of community. They highlighted the sleek design of their offices, the networking opportunities, and the perks like free coffee and beer. This brand image was all about the experience of using WeWork's product.

But their corporate image encompassed much more. It was about WeWork as a company revolutionizing the future of work. This included their rapid expansion plans, their tech-company valuation despite being essentially a real estate business, and CEO Adam Neumann's charismatic leadership. Their corporate image also touched on their sustainability initiatives and their mission to "elevate the world's consciousness."

The brand image targeted individual freelancers and startups looking for office space. The corporate image, however, was aimed at a broader audience including investors, potential employees, and the business world at large.

When WeWork's business model and corporate governance came under scrutiny, their corporate image was the first to suffer. This eventually trickled down to impact their brand image too, as people began to question the authenticity of the community and values WeWork claimed to offer.

This example shows how brand image and corporate image, while distinct, are deeply interconnected. A strong corporate image can elevate your brand, but corporate mistakes can also undermine even the most appealing brand image.

Difference Between Brand and Corporate Image: Real-World Examples

I've always believed that there's no better way to learn than by looking at real-life examples. So let me share more examples. Let me show you how some tech giants navigate the brand vs corporate image landscape. I think you'll find these insights pretty eye-opening.

Apple

Let's start with Apple. This is a company that's undergone a remarkable transformation in both brand and corporate image, largely shaped by its iconic products and visionary leadership.

In the early days under Steve Jobs and Steve Wozniak, Apple's corporate image was that of the underdog, the rebel challenging the IBM-dominated status quo. Remember their "1984" Super Bowl ad? It perfectly captured their brand image at the time - revolutionary, bold, and a bit rebellious. Their early products like the Apple II and the original Macintosh established a brand image of user-friendly, innovative technology for creatives and educators.

https://www.youtube.com/watch?v=2zfqw8nhUwA

Then came what many call Apple's "dark ages" in the mid-90s, after Jobs was ousted. The company's corporate image became muddled, and their product line grew confusing and uninspired. Remember the Apple Newton? It was ahead of its time but became a symbol of Apple losing its way. During this period, Apple's brand image took a hit, and they were seen as a niche player struggling to stay relevant.

But everything changed when Steve Jobs returned in 1997. He famously streamlined Apple's product line and refocused the company. The launch of the iMac G3 in 1998 marked a turning point. With its colorful, translucent design, it revitalized Apple's brand image as a purveyor of sleek, desirable tech products.

https://www.youtube.com/watch?v=VFP-VZtgb0s

Then iPod in 2001, followed by the iTunes Store in 2003. These launches transformed Apple's corporate image from a computer company to a lifestyle tech brand. The famous "silhouette" ads for iPod created an instantly recognizable brand image that was cool, fun, and accessible.

Then came the iPhone in 2007 and the iPad in 2010. These products cemented Apple's corporate image as an innovation powerhouse. Remember Jobs' iconic "An iPod, a phone, and an internet communicator" iPhone introduction? It perfectly encapsulated Apple's brand promise of revolutionary, easy-to-use technology.

https://www.youtube.com/watch?v=MnrJzXM7a6o

After Jobs' passing, many wondered if Apple could maintain its innovative edge under Tim Cook's leadership. While the company's corporate image shifted to become more corporate and less personality-driven, they've managed to maintain their brand image of premium, user-friendly products. The launch of the Apple Watch in 2015 and AirPods in 2016 showed they could still create category-defining products.

In recent years, Apple has also worked to evolve its corporate image to emphasize privacy and environmental responsibility. Their stand-offs over user data encryption and their commitment to running on 100% renewable energy have become key parts of their corporate narrative.

What's fascinating about Apple is how closely their brand and corporate images are intertwined. The sleek design and user-friendly interface of an iPhone isn't just a product feature. It's a tangible expression of Apple's corporate values of innovation and user-centric design.

Microsoft

Let's look at Microsoft. This is a company that's undergone a fascinating evolution in terms of both brand and corporate image. Their story is a perfect example of how leadership and product decisions can shape these perceptions over time.

In the early days under Bill Gates, Microsoft's corporate image was that of an innovative, if somewhat ruthless, tech pioneer. They were the company that put "a computer on every desk and in every home." This era saw the rise of Windows and Office, establishing brand images that are still strong today.

Then came the Steve Ballmer era. Microsoft's corporate image shifted to that of a purely corporate, somewhat stodgy entity. They were seen as falling behind in innovation, especially in mobile and internet technologies. Remember the Zune? It was supposed to be Microsoft's iPod killer, but instead, it became a symbol of the company's struggle to keep up with changing consumer tastes.

Who can forget Ballmer's reaction to the original iPhone? In a 2007 interview, he laughed off Apple's new device. This moment perfectly encapsulated Microsoft's corporate attitude at the time - overconfident and out of touch with emerging consumer tech trends.

https://www.youtube.com/watch?v=eywi0h_Y5_U

This period saw Microsoft's brand image fragment - Xbox found success in gaming, but products like Windows Phone struggled to gain traction.

But the real turnaround came under Satya Nadella's leadership. They've repositioned themselves as an innovative, socially responsible company. Their brand image now varies across products in a more cohesive way. Xbox is still all about gaming and entertainment, while Office has evolved into a cloud-based productivity suite for both businesses and consumers.

What's really interesting is how their corporate image has shifted. A perfect example of this is Microsoft's partnership with OpenAI. By investing heavily in AI research and development, and particularly through their collaboration with OpenAI, Microsoft has solidified its image as a leader in cutting-edge technology. This move has not only enhanced their corporate image as an innovator but has also had a ripple effect on their brand image.

It's a brilliant strategy that aligns their corporate vision with their product offerings, creating a cohesive narrative of innovation across the entire company. I think Microsoft's journey shows how corporate image can evolve over time, and how that evolution can influence perceptions of individual brands. It's a great example of why you need to actively manage your corporate image, not just your product brands.

Facebook

Facebook had one of the most dramatic evolutions in both brand and corporate image, shaped by rapid growth, controversial decisions, and the changing landscape of social media.

In the early days, when Mark Zuckerberg launched Facebook from his Harvard dorm room in 2004, the brand image was all about exclusivity and connection. Remember when you needed a .edu email address to join? This created a sense of being part of an elite club. The corporate image, such as it was for a startup, was cool, innovative, and disruptive.

As Facebook opened up to everyone in 2006, its brand image shifted to being the place where you could connect with old friends and make new ones. The "Facebook wall" and the ability to share photos became central to its identity. The corporate image was still very much tied to Zuckerberg, portrayed in the media as the young, hoodie-wearing tech genius.

The 2010 film "The Social Network" had a significant impact on both Facebook's brand and corporate image. While it popularized the Facebook origin story, it also painted a picture of Zuck as ruthless and socially awkward. This began to blur the lines between Facebook's brand image and Zuck's personal image in the public mind.

https://www.youtube.com/watch?v=lB95KLmpLR4

2012 was a pivotal year. Facebook went public and acquired Instagram. This marked a shift in the corporate image from a scrappy startup to a major tech player. The brand image expanded beyond just the Facebook platform to include the idea of a "family of apps."

However, things started to get complicated around 2016. The Cambridge Analytica scandal, concerns about election interference, and issues with fake news severely damaged Facebook's brand and corporate image. From being seen as a fun place to connect with friends, Facebook's brand image began to be associated with privacy concerns and societal division.

In response, Facebook tried to pivot its corporate image towards taking responsibility and fixing these issues. Remember Zuckerberg's numerous appearances before Congress? These were attempts to reshape the corporate image as one of accountability and reform.

The acquisition of WhatsApp in 2014 and the increasing focus on virtual reality with the purchase of Oculus in the same year showed Facebook's ambitions beyond social networking. This expanded the corporate image to that of a future-focused tech conglomerate.

In 2021, in perhaps the most dramatic move yet, Facebook rebranded its parent company as Meta. This was a clear attempt to shift the corporate image away from the controversies associated with Facebook and towards the idea of building the "metaverse." It's fascinating to see how they're trying to create a new corporate image while managing the brand images of Facebook, Instagram, WhatsApp, and their other products.

Throughout all of this, Facebook has had to balance multiple brand images - Facebook the app, with its aging user base and controversy, versus Instagram with its younger, more dynamic image.

What's especially interesting about Facebook/Meta is how their corporate image has often overshadowed their brand image. Unlike Apple, where people's love for the products often outweighed corporate controversies, Facebook's corporate issues have significantly impacted how people view and use their products.

How to Make Brand and Corporate Image Work Together

How do you align your brand and corporate image for maximum impact? Based on my experience at Fello Agency, I've developed some strategies that I know work. Let me break them down for you.

First up, let's talk about consistent visual identity. I can't stress enough how important this is. You need to develop a cohesive visual language that works across both brand and corporate communications. This includes your logos, color palettes, and typography. At Fello, we call this the "visual handshake" – it's how your audience recognizes you at a glance.

I remember working with a client who had different visual styles for their product branding and their corporate communications. This resulted in confusion. People didn't make the connection between the cool products they loved and the company behind them. Once we aligned their visual identity, brand recognition skyrocketed.

You need to craft narratives that showcase both product benefits (that's your brand image) and company values (that's your corporate image). Your story should be consistent whether you're talking about a specific product or your company's mission.

Employee advocacy is something I'm super passionate about. Your team members are the embodiment of your corporate image. They can significantly influence how your brands are perceived. Encourage them to be brand ambassadors.

I've seen companies transform their image by empowering their employees to share their experiences and passion on social media. It's authentic, it's powerful, and it bridges the gap between brand and corporate image in a way that traditional marketing just can't match.

Another strategy I always recommend is engaging in meaningful corporate social responsibility initiatives. These can enhance your corporate image and can positively impact individual brand perceptions. But it has to be genuine. Consumers today can spot inauthentic "purpose washing" a mile away.

I worked with a client once who wanted to launch a big CSR (Corporate Social Responsibility) initiative purely for the PR. I had to be frank with them. That approach could backfire badly. Instead, we helped them identify causes that genuinely aligned with their company values and integrated them into their business model. The result was a boost not just to their corporate image, but to employee morale and even their bottom line.

Transparency is another important strategy. Be open about your practices, successes, and even your failures. I know it can be scary to admit when you've messed up, but in my experience, transparency builds trust, which benefits both your brand and corporate image.

You need to break down silos between marketing, PR, product development, and leadership. When everyone's on the same page, your brand and corporate messages naturally align. I've seen companies transform their image simply by improving internal communication and collaboration.

Lastly, don't forget about consistent customer experience. Every touchpoint with your audience – from product use to customer service – should reflect your brand promises and corporate values. I always tell clients that brand and corporate image aren't just about what you say – they're about what you do.

The Future of Brand and Corporate Image

I've seen a lot of changes, and I think the coming years are going to be really exciting for brand and corporate image management. Let me share some trends I'm seeing and what I think they mean for businesses.

I believe we're going to see an even greater emphasis on transparency. Consumers and stakeholders are demanding more openness from companies. I'm talking real-time updates, behind-the-scenes content, and absolute honesty about both successes and failures.

I also think we're going to see more purpose-driven branding. Both brand and corporate image will be increasingly tied to social and environmental causes. But it has to be genuine. I've seen companies try to jump on the purpose bandwagon without really committing, and it always backfires. Consumers can spot inauthentic "purpose washing" a mile away.

Personalization at scale is another trend I'm excited about. With AI and data analytics, we're going to be able to create more personalized brand experiences while still maintaining a consistent corporate image. I'm working with a client right now on an AI-driven marketing campaign, and the potential is mind-blowing.

I also think we're going to see the continued rise of employee influence. As I mentioned earlier, the line between personal and professional brands is blurring. Companies that empower their employees to be brand ambassadors are going to have a huge advantage. I'm seeing more and more companies investing in personal branding training for their employees, and I think this trend is only going to grow.

Lastly, I think we're moving towards real-time reputation management. With the speed of social media, managing brand and corporate image is becoming an always-on activity. I'm seeing more companies setting up 24/7 monitoring and response teams. It's no longer enough to wait for the morning paper to see what people are saying about your brand. You need to be on top of it minute by minute.

These trends are exciting, but they're also challenging. They're going to require companies to be more agile, more authentic, and more engaged than ever before. But for those who get it right, the rewards in terms of brand loyalty and corporate reputation will be absolutely huge.

Conclusion

Remember that brand image and corporate image are distinct but interconnected concepts. You can't focus on one at the expense of the other. I've seen companies pour all their resources into building a flashy brand image, only to have it pulled back by a weak corporate image. On the flip side, I've seen companies with great corporate reputations struggle because their brand image wasn't compelling enough. You need both, working together.

Also, never underestimate the power of a strong corporate image to elevate all your brand efforts. Remember, rising tide lifts all boats. When people trust and admire your company, they're more likely to view all your products and services in a positive light.

Consistency and authenticity are key in both brand and corporate communications. In today's world, where consumers are bombarded with messages from all directions, consistency helps you cut through the noise. And in an era of increasing skepticism towards corporations, authenticity is your best defense. Don't just say who you are. Be who you say you are.

I can't stress enough how crucial your employees are in shaping both brand and corporate perceptions. They're not just your workforce – they're your ambassadors. Invest in them, empower them, and watch how they can transform your corporate and brand image.

Crisis management is a skill you hope you'll never need, but you absolutely must have. How you handle a crisis can make or break your brand and corporate image. Be prepared, be transparent, and always, always put your stakeholders first.

Remember, at the end of the day, both your brand image and corporate image should reflect who you truly are as a company. It's not about creating a facade. It's about authentically communicating your value and values to the world.

P.S. If you found this guide helpful, don't be shy – share it with your network! Let's spread the word about the power of aligned brand and corporate image. And if you've got any questions or want to chat more about this stuff, hit me up on LinkedIn. I'm always down for a good branding conversation!

FAQs

What is brand identity?

Brand identity is the visual and emotional representation of a specific product or service. It includes elements like logo design, color schemes, and brand voice that make a brand instantly recognizable. Brand identity shapes customer perception, builds emotional connections, and differentiates the brand from competitors. It's crucial for creating brand loyalty and influencing consumer preferences.

What is corporate identity?

Corporate identity is the overall image and personality of an entire organization. It encompasses the company's core values, mission statement, visual elements, and corporate behavior. A strong corporate identity guides internal and external communications, shapes company culture, and influences public perception. It's important for building trust, attracting potential customers, and maintaining a consistent image across many brands within a corporation.

How does corporate identity differ from brand identity?

Corporate identity encompasses the entire organization's values, culture, and visual representation, while brand identity focuses on specific products or services. Corporate identity shapes the overall perception of the company, whereas brand identity influences how customers perceive individual offerings. Both contribute to building customer loyalty and a strong market presence.

How do internal and external communications impact corporate image?

Internal communications shape company culture and employee behavior, which influence external perceptions. External communications, including marketing materials and public relations, directly affect how the public views the company. Consistent messaging across both channels is vital for building a strong corporate image and maintaining customer loyalty.

How does a company's core values influence its corporate and brand image?

Core values form the foundation of a company's identity, influencing both corporate and brand image. They guide business practices, shape corporate behavior, and inform marketing strategies. When consistently communicated and demonstrated, core values create a strong corporate identity that resonates with customers, building trust and loyalty across all brand offerings.

How do customer experiences shape both corporate image and brand perception?

Customer experiences directly influence brand perception through product quality and service interactions. These experiences also contribute to the overall corporate image as customers associate their interactions with the company as a whole. Positive experiences build customer loyalty and can turn customers into brand advocates, enhancing both brand and corporate image.