Corporate Identity
A corporate identity is a key component of the company’s image. Inside the company, it ensures that staff behave in accordance with a certain set of values which reflect and exemplify the company mission statement. And in a broader sense, the corporate identity is also a cornerstone of a positive corporate culture.
Corporate Identity management tools
Managing a corporate identity requires three tools that must be interlinked, and each has the potential to influence the overall impression of the company. These are corporate design (visual appearance), corporate behavior and corporate communication. To underpin the corporate identity of a company, it is important that these different areas should neither conflict nor send contradictory messages.
1. Corporate Design
Corporate identity is often equated with corporate design. However, in reality this is just one aspect of a corporate identity – namely the company’s visual image.
So, corporate design is the most immediately obvious part of the corporate identity. Elements of corporate design include the company logo, its visual corporate presence at trade fairs, the design of the company website, and the prominent design features of company products and packaging.
2. Corporate Behaviour
The importance of corporate behavior in terms of its impact upon corporate identity should never be underestimated. This also includes the conduct of a company towards all those who could be regarded as stakeholders. Apart from external behavior affecting customers, media, and the public, corporate behavior can also be shaped by internal matters. These include, for example, the fair treatment of employees and the behavior and leadership style of the management team. Company employees in turn can also have a major influence on corporate behavior, based on the values they choose to adopt.
3. Corporate Communication
A consistent language and communication style are also important components of a corporate identity. Corporate communication concerns common commercial activities such as press releases and advertising slogans as well as all of the various activities that could be considered internal communications, including communications with and between employees, the staff magazine, etc.
Conclusion:
A corporate identity gives a company a clear business profile and defines its standards of service and working practices. Corporate identity embraces all kinds of company activities – from the style and language used in customer communications right up to the leadership style and behavior of the management team. Corporate identity can be further broken down into corporate design, corporate behavior and corporate communication.
