The company's branding identity

The majority of the companies are trying to develop identity or change negative identity to positive one. What they are doing is 'branding' which is the process involved in creating a unique name and image or other things for a product in the consumers' minds, mainly through advertising campaigns with a consistent theme. For example, Google, the most popular and famous portal site, has been keeping a friendly, relaxing, inviting, unpretentious, fun and productive identity or personality from all the customers in the world. What is noteworthy here is how Google inculcate its intended identity in the customers and expressed it to them. What they used to do so was its logo. Its previous logo was all dark and hackneyed before it changed to achieve its intended identity. First, changed Google logo has a white space on the search page that make customers feel like Google is generous and inviting them in, finally not getting in the way of searching for something. Lastly, it has more vivid colors that also make customers feel like Google is a space for human expression. It also intended not to be boring or hackneyed by customers.