Corporate ‘images’ are evolutionary, formed over time, from many elements: quality and performance of products or services, customer relations, promotional activity.

Corporate 'identities’, on the other hand, are quickly observed. They are designed and can therefore be controlled. This element of control is an extremely powerful management tool.

Successful corporate identities project the nature of a business and play a major role in defining public and wider stakeholder perceptions. They should convey precisely what the organization wishes to communicate. Professionally executed, a corporate identity can provide real competitive advantage.