If corporate identity is the physical look of your brand, brand identity is how the company wants the brand to be seen. This could incorporate a sense of personality or values and also the features and benefits of the products or services of your brand. It is worth mentioning that the brand identity naturally lends itself to incorporating the culture, goals and objectives of the company. For example, Google has a vibrant, fun, innovative culture and work place which is also shown in their brand and corporate identity.

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