Corporate Identity

What is the "persona" of your corporation relating to your corporate identity? Your persona includes your business marketing objectives. This includes the use of trademarks, branding, and your corporate ID.

Corporate identity comes about based on the philosophy of the company and when done well it manifests itself with a distinct corporate culture. A strong corporate personality will result in the public buying in and feeling that they are a part of the corporate philosophy.

The Corporate ID is incorporated into the logo using a set of guidelines that best reflects that identity. The guideline incorporates:

• Logotype and/or logogram
• Color palettes
• TypeFACes
• Layouts
• Visual continuity
• Brand recognition

Corporate identity is a universally used technique to promote companies and improve corporate culture. It plays a critical role in the way an organization is seen both from an internal perspective and as an external stakeholder. Your corporate identity expresses the values and goals of your organization and sets the tone for its overall characteristics.

Today, more than any other time in history a company must fight to stand out from the competition. Your company like most others will have access to the same technology and so your strategy must rely on something other than technology to distinguish it - the user experience. It is important that your corporate strategies shift and change in the same direction as your customers beliefs and values are .

There are many components that make up the consumer's impression of a company.

• The Corporate Identity - what is your company about, what makes them stand out from the competition?
• The Product Identity - what is the product about, what does it offer in the way of functionality.
• Mental Image of the ManuFACturer- What is the consumers' mental image of the product's manuFACturer and how does your company fit into that image.
• Careful Planning - Your compnay must carefully plan what it is you want to communicate to your existing customers and potential customers about your product(s) and who your corporation is in relation to that.

When it comes to your corporate identity, your main objective should be to achieve a favourable image among existing customers and potential new customers. A corporation that has a favourable image will build loyal repeat customer base and that is good for business and for your bottom line. The perception of your company is so important it can actually mean the difference between profits and losses.

Your corporate identity is also responsible for linking the product(s) and/or services you offer to the company, and it is an important part of your branding.

There Are 3 Kinds Of Corporate Identity:

1. Monolithic - The entire corporation will use one visual style to remain consistent across all entities of the corporation, with a strong product identity, directly reflected in the corporate identity.
2. Endorsed - Here subsidiary companies or brands have their own style, but the parent company still remains recognizable, even if it is in the background. With this type of corporate identity there is often a common FACtor that ties all the different brands together.
3. Branded Corporate Identity - With this type of corporate identity each subsidiary has its own style and the parent company cannot be recognized. The products are what represent the brand identities instead of the corporate identity. However, it is still important to maintain a general corporate identity that is strong and actually defines the subordinate brand strategies. As a result, the identity of each of the products of each brand must be consistent and fit well with the main corporate identity and the values associated with that identity.

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