The first aspect of corporate identity has to do with branding. The logo is often the center of company branding, since it is an easily recognizable symbol which sets the corporation aside from other companies. Branding typically also includes a color scheme, and a general look and feel across a product family which makes all products recognizable. For example, a tea company will use related designs for all of its packaging, allowing consumers to pick its products out from among the competitors.
The branding of some corporations is very familiar to many consumers, demonstrating how powerful the look and feel of company products can be. Most consumers around the world, for example, recognize the classic script font and red and white color scheme of the Coca-Cola label, or the yellow and red color scheme of McDonald's. Consistency of branding is a large issue, as consumers may reject products with entirely different design schemes.
Communications is also an important part of corporate identity. Communications include things like advertisements, press releases, news features, and phone service. Usually, a company focuses on providing uniform communications which present the corporation in a positive light. These communications also encourage consumers to think of the company when they need a specific product or service.
Finally, corporate behavior and ethics are a crucial component of corporate identity. Since some consumers actually base their buying habits on how companies act, many companies focus on presenting a very specific image.