Managing corporate identity and why organisations need to

A corporate identity or corporate image is the approach in which a corporation, firm or business enterprise presents itself to the public. The corporate identity is typically visualised by branding and with the use of trademarks and logo, but it can also include things like product design, advertising, public relations, etc. Creating a corporate identity is a strategy that companies use to identify and appeal to their target audiences, including customers. With an identity established, an organisation can shape the public’s perception of its brand, promote its values more effectively and direct its marketing campaigns more efficiently. For these reasons, understanding the value of a strong corporate identity is essential if businesses want to grow the influence they have on the public.

Corporate identity can be described as how a business entity presents itself to the members of the public and how the public perceives it. It is a notion that centres on comprehending how internal activities can inform external perception, and then using this knowledge to create an international image. The identity that an organisation crafts for itself entails all of the aspects of its public image, including but not limited to: Office premises design (both interior and exterior), manufacturing method, marketing style, advertising techniques, product packaging, company logos, colours adoption, and staff uniforms or dress codes. These visible elements work together to create a definitive and recognisable “personality” for a business.

Businesses typically base their corporate identity on their target audience, as it can be a herculean task to appeal to all consumer types at once. The process of developing a corporate identity can take place through three primary organisational aspects which are: Corporate communication: Corporate communication is the way a business spreads information to its employees, stakeholders, customers and investors. Reputable organisations maintain the same format for communicating the same message to different people. Corporate communication encompasses various business processes, such as public relations, internal and paid communications, reputation management and media relations.  Corporate behaviour: A company’s corporate behaviour demonstrates its philosophy and values. Business entities often accomplish this by participating in social responsibility endeavours.

The third is corporate design. Corporate design is the combination of brand assets that makes a company unique and captures consumers’ attention. It comprises various elements, such as logos, style guides and typography. While a company that is into advertising and marketing can use a logo with rainbow design (adoption of five or more colours), organisations like banks, hospitals and real estate companies may not use flashy colours so as to be seen as ‘serious’ and ‘business-like’. While a pub or bar can use the logo of a man drinking from a bottle or holding a bottle and cup, educational institutions will want to identify with books and hood. Corporate design is a very serious aspect of corporate identity and it is very wide.

The purpose of a corporate identity is to facilitate the realisation of both organisational objectives. The objectives may vary from organisation to organisation but commonly include: increasing brand awareness; brand differentiation; establishment of a company culture; establishing integrity and fostering trust with a customer base; greater customer engagement and loyalty; and reduced advertising costs through higher brand recognition. Serious business organisations want to be known for something and they invest to keep their images.

Corporate identity is important because the public perception of a company can help build a consumer base, thus contributing to business success. It allows the brand to be recognizable to both its target audience and potential customers, which encourages them to select the company over its competitors.

Additional benefits that a well-developed corporate identity can yield are:

Expertise: Creating a definitive corporate identity can show consumers that the brand is a trustworthy industry expert, which can increase brand loyalty and, in turn, increase revenue.

Reliability: Establishing the reliability of the business can help standardise its visual marketing techniques across various platforms, including billboards, social media and commercials.

Cohesion: Cultivating a corporate identity can ensure that communication and brand representation remain cohesive, establishing that all corporate representatives interact with clients and stakeholders in the same way. Brand reliability will make people want to buy Toyota motorcycles or three-wheelers en masse, if Toyota Motor Company decides to produce one.

To create a corporate identity, you will need to conduct a brand audit. The first step toward cultivating an organisation’s corporate identity is to conduct a brand audit, an evaluation that identifies the brand’s position within the marketplace. This process highlights areas where the organisation excels and those where it could use some improvements. Then you will need to execute the process, identify the factors that contribute most to the brand’s growth and how consumers perceive its products or services. Try to include an in-depth analysis of competitors’ brand strategies, which allows you to recognise whom you compete with for the market share; how to differentiate your brand; what strategies to consider in brand differentiation; and refine your messaging statements.

Your messaging statements convey the underlying proposition of the brand using intentional language in advertising content. Determine the company’s core values and try to relate them to the expectations of its target audiences. Give special consideration to what you offer to the consumer that addresses their desires or distinguishes you from others. These actions represent an important aspect of building your corporate identity and are the first steps toward refining your messaging statements.

Develop your creative component: After finalising your messaging statements, consider the creative elements that you wish to accompany them. This usually comprises design components such as the logo, letterheads, fonts, colours and style of your advertising content. It can also include aspects like storefronts exteriors, interior layouts and staff uniforms. These creative aspects contribute to a cohesive, consistent brand voice that appeals to your target audience and aligns with the company’s values.

One approach toward ensuring the suitability of one’s brand voice is to assess the features of one’s target audience – their ages, professions, social preferences, location and market preferences. Understanding the audience in this way can highlight areas where you can relate or appeal to your customers.

Implement beneficial strategies: You may implement several business strategies to strengthen the brand. Create content marketing strategies that communicate your specific brand story and unique value to your target audience. Coordinate outreach to your customers through traditional marketing outlets along with social media platforms. Such measures help to ensure the alignment of organisational objectives, brand reputation and marketing activities.

Analyse and modify: Analysis and modification are continuous processes that may require the brand to adapt to shifting consumer tastes and market trends. Businesses must continuously assess the business’s performance and the public’s perception of it so that it knows how best to present the brand. This process allows a business to ensure that the brand reflects its true character, values and expectations.