For any business it is important to establish an identifiable and professional image in the market. This is known as one’s corporate identity and it distinguishes one’s business from one’s competitors.A corporate identity encapsulates the principles, beliefs and values of one’s organisation.
Companies need a strong corporate image to achieve brand equity, and to establish trust with your customers.
Corporate identity programs are time-consuming to create, and should be carried out by experts in perception management.
Since the objective of having a corporate identity is to attract customers, it shoud appeal to their senses. The name of your business, your positioning and your pay-off line should ultimately reflect your values and your product or service offering. Your logo should be designed accordingly. You should carefully choose colours, typefaces and other visual elements to create a consistent and holistic impression.
Once your corporate identity has been created, it should be reflected across all your brands and products. Avoid using old and outdated branding, and stay true to your new corporate image – clarity and focus is key. Project one image, and project it everywhere. Discard your old business cards, brochures, folder covers and any other marketing material. Do not confuse your target market. Send out one message only – this is who we are, this is what we stand for, this is what we can do for you.
Having a professionally-designed corporate identity is essential for all businesses, large and small. A well-defined and well-designed corporate identity makes you stand out from your competitors and gives memorability to your company and your product-offering. The designing of a logo and the application of that logo to your letterheads, business cards, brochures, print advertisements, website etc is not something that you should assign to a family member or friend; a good design or advertising agency should be called in and comprehensively briefed.
