Whether by design, or by default, every organization presents an “identity” to the public. Because how your organization is viewed is based largely on the image it projects, it’s critical to leave an impression that is on target and represents your company in the most appropriate way. Successful companies orchestrate the identity that they create, and don’t leave it up to chance, so that what’s delivered is in sync with the image and values they wish to portray. Whether communicating with prospects, customers, employees, partners, vendors, shareholders, or other stakeholders, an appropriate “corporate identity” will match the “personality” of your organization’s objectives, culture, values, and beliefs to the interest and needs of your audience.
As an analogy, consider the way we present ourselves to the public as individuals. We need to consider the way we dress, the way we groom ourselves, our mannerisms, the way we speak, and other ways in which we interact with people. All these things help shape our “personality” at any given moment in time, and gives us our identity.
Similarly, we need to consider the forces that reveal our organization’s “personality” to its audience. Often, for new prospects or customers, the corporate identity will be their first impression of our company. Until they experience the products or services we have to offer, they rely on cues from the corporate identity or brand image to make an evaluation about our company. “Branding” and brand markings are associated with consumer perceptions and expectations (the promise of value), and a strong corporate identity will have a strong influence on a positive brand image .
• Gives an organization visibility, recognition, and keeps it “top of mind” with their target audience
• Contributes to an organization’s professionalism, image, and reputation
• Expresses the structure, organization, and reasons for a business
• Provides a consistent and unified vision and message that is aligned with marketing objectives and corporate strategy
• Differentiates an organization from its competitors by presenting its unique benefits and advantages
• Builds brand strength for products and services while creating empathy with the audience
• Increases employee sense of identification and purpose within an organization
• Cuts costs by leveraging marketing activities across an organization’s breadth of products and services
Corporate identity is comprised of many disciplines, from graphic and product design to marketing, communication, and organizational behavior. An effective corporate identity will distinguish your organization and its products and services from competitors, and align your vision, objectives, and policies with a target audience the shares your values. Corporate identity is a harmonization between the internal and external elements of your company, and should form a consistent chain of experience for your target audience.
• Obtain management support from the very top
• Run an internal “audit” of your organization’s strategic goals and values (start with the end in mind)
• Determine your organization’s proper market and target audience(s)
• Develop an appropriate logomark to kickstart visual identity materials
• Consistently apply visual identity materials across all media
• Track effectiveness through surveys and other quantitative measures
The corporate identity is particularly important as an element of differentiation within markets that provide products or services that may be considered commodities. A successful corporate image can generate positive emotional experiences with such products and services; increasing sales, profits, and customer loyalty. It can also help your organization attract top personnel and investors, as well as build public confidence for your offerings.
• Are distinctive and memorable within the marketplace
• Are appropriate and authentic (aligned with management’s intentions)
• Are professional and build trust with prospects and customers
• Are forward-thinking (to meet long-term visions and changes in the market)
• Reproduce well within all media
• Are consistently applied and presented
• Are given appropriate and timely public exposure
• Are simple in design and message (able to communicate in purely visual terms)
• Are focused on narrow or singular attributes of positioning
With new or smaller companies, corporate identities are often a reflection of the owner’s personality. But when an organization becomes larger and more complex, there’s a danger that the corporate identity may evolve by “default”. This usually leads to uncoordinated, fragmented, and conflicting messages that give confusing or weakened signals to an organization’s audience. This is why it’s so important for the coordinator of a corporate identity to align a company’s vision, objectives and beliefs with the desired “persona” it wishes to portray, as soon as possible.
• Logomarks
• Stationery
• Signage
• Uniforms
• Architecture and interior design
• Company vehicles
• Printed collateral such as brochures, catalogs, direct mail, and packaging
• Online presence such as websites, blogs, and e-commerce sites
• Broadcast media
It’s very important for the success of an organization that such materials are produced around a coherent framework of identification. Using consistent typefaces, corporate colors, grid and layout systems, and imagery will help create a strong message, even on a subconscious level. Consistency of a corporation’s message can be strongly affected by the tastes of individual designers. This is why it’s important to follow an image guidebook that provides consistent rules for the development and use of visual materials. The production of such materials should be limited to skilled designers who have the experience, expertise, and familiarity with the design policies surrounding your specific corporate identity.
With that being said, most identity systems don’t last forever; companies grow, markets shift, and economies change. Always consider whether your current identity system is appropriate, relevant, up-to-date, and suits your organization’s current market climate and corporate strategy.
• Entry into new markets
• Name or ownership change
• Shift in field of competition
• Reorganization through mergers or acquisitions
• Updating to a more modern look
• Need for distinction and professionalism
• Shift in values, products, or services
• Political, legal, or controversial reasons
• Reproduction and technical issues
• Change in corporate direction, culture, or marketing strategy
If your organization is in need of a change to its corporate identity, whether it’s a small evolution or a major “revolution”, Imagine is here to help. We have the experience to help you present a strong, effective visual identity that’s in line with your organization’s objectives and the needs of your audience. Contact us for a free consultation. Until next time, best of luck to you in all of your visual marketing endeavors!