Corporate Identity and Branding: Techniques for Businesses
Creating a Corporate Identity: Tips for Success
Organizations can get lost in a sea of business jargon, mistaking one term for the other or thinking phrases are archaic or irrelevant. One commonly misunderstood marketing term is corporate identity.
Understanding and implementing key marketing terms is vital in determining the effectiveness of your brand’s visual impact, how your target market interprets your company’s message or product, and where you stand amongst your competitors.
But what exactly is corporate identity? And why is a strong corporate identity so important to your business’s success?
What is Corporate Identity?
Corporate identity is frequently mistaken with corporate brand identity and brand image, and often the terms are used interchangeably. However, these key business phrases are distinct entities that require individual consideration before being woven together to form a whole.
In a nutshell, corporate identity is how your business presents itself to the public. It sounds simple, but your business identity is not just exclusive to corporate design; it’s about your company’s culture and values, as well as your internal and external communications.
First and foremost, your business’s corporate identity can only be built once the internal aspects, such as your mission, values, messaging, and personality, are aligned with your brand’s positioning. Then, you can work on creating your corporate identity design that appeals to your target audience.
The Importance of Corporate Identity
There are four reasons why shaping your corporate identity is important:
Cohesiveness, expertise, reliability, and authority:
Regardless of whether you’re a small or large corporation, building your corporate identity will:
- Provide consistency and coherency in all external and internal communications
- Provide a point of differentiation among your competitors
Ensure effective communication with your employees, investors, stakeholders, and consumers.
The Elements of Corporate Identity
Your corporate identity should be built using these three key elements:
- Corporate Design: Includes brand assets that make your company stand out from your competitors. This includes logo design, name, slogan, color palette, typography, uniforms, business cards, and advertising.
- Corporate Communication: Involves external and internal communication and aims to create a favorable perception among employees, investors, external stakeholders, and consumers.
- Corporate Behaviour: Your business should show your vision and purpose, your core values, and your culture. It’s how the public perceives your business.
Consider a company such as Google whose corporate identity design is consistent among all aspects of the business. Its innovative culture focused on creativity and shared values is instantly recognizable and memorable.
Although your business may not be as established as Google, it is just as essential to create a corporate identity that can make similar waves in your intended market.
How to Combine Corporate Identity and Branding
It’s easy to see how important it is for brands to combine branding and corporate identity to maintain a well-respected and reputable corporation.
But what is the difference between brand and corporate image?
Well, a brand image is the current perception held externally by its target audience. It’s what your consumers or potential consumers associate with your brand and its product.
A corporate image refers to a company’s reputation. It is how your company is perceived and the overall impression your consumer has in their mind about your products and services.
So, how do you combine the two? Here are some pointers to get you started:
- Develop your branding strategy: discover your purpose and your core values.
- Develop your brand identity: this includes your typography, color palette, logo, website, business cards, anything that a consumer will associate with your business.
Now consider both sides of your corporate identity: design and personality. Are they explicitly connected? Do they represent all that your business means?
Remember, your corporate identity is everything you stand for, not just visually, but your culture and values too.
How to Create a Successful Corporate Identity
A properly developed corporate identity will create a strong bond between you and your consumer. As you begin to design your corporate identity, ensure you:
- Stand out among your competitors
- Make a visual impact
- Create a clear vision and purpose
- Build upon your core values, culture, and behavior
Above all, maintain consistency to reinforce your brand’s identity. Be sure to consider every aspect that falls under the topic of corporate identity.
What Reputation Can Do For You
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