Corporate Identity OR Corporate Image (CI) is the way in which a business conveys themselves to the public. A company’s corporate image extends far beyond its logo, letterheads or business cards. It is the personification of its mission and vision statements, its products, services, people and its organisational structure. A company’s corporate identity is a huge part of the overall company branding and marketing strategy and therefore informs the way its customers view it. A corporate identity or image should be consistent with the company’s values. The idea is to create a sense of flow, uniformity and continuity between all elements of your company’s corporate image which allows for instant company and brand recognition.
CORPORATE IDENTITY DESIGN:
Your logo is synonymous with your brand, and therefore should be professional, powerful and memorable – making an impactful first impression. From a design perspective, your CI revolves around your company’s logo and the particular imagery and colour schemes designed to go with it. These will also feature prominently in your website, company mailers, publications, marketing campaigns and materials.
Your Corporate Identity is divided into three sub-categories:
- Corporate design – includes website, logo, letterheads, trademarks & company colour schemes.
- Corporate communication – Marketing & advertising campaigns, mailers, marketing materials, press & public relations, social media and more.
- Corporate behaviour – Company values, standard procedures, vision & mission statements, CSI Initiatives etc.
CORPORATE IDENTITY & BRANDING:
“People don’t buy what you do; they buy why you do it.”
Branding is imperative to any business as it forms the basis of any good public and corporate image. A good brand is founded on the way in which the public perceives it, and through the provision of quality products and services – will have no trouble drumming up referral business, which is the best and strongest form of organic advertising and marketing. Strong branding is tantamount to the creation of a corporate identity.
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A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s best and most effective advertising technique.