Corporate Identity goes beyond the visual effects, and penetrates deep into the heart of who you are. Visual effects will grant a worthy first impression. Is your business set up to continue that impression through the sale. Professionalism, courtesy, prompt responsiveness, call waiting solutions for the phone, etc. all make up the environment in which your customers will conduct their business.
Many small businesses find themselves at a disadvantage when competing with larger established corporations. Corporate Face exists to level the playing field. The quality of image (corporate face) that you present to your prospects and investors is critical. This concept is known generally as Corporate Identity.
What is Corporate Identity?
"The distinguishing character or personality; individuality which defines and identifies your business to the marketplace."
The use of corporate identity rather than reputation or image is not without significance. The word 'corporate' denotes an entity that is large and has many facets - something which 'reputation' or 'image' cannot do. It is an internationally recognized term that gives an immediate impression of a large and imposing organization. The term corporate identity has the additional advantage of placing your business firmly among its commercial and industrial partners in the modern world. Corporate identity is often seen as a collection of visual elements, which are used in various applications to promote the image of an organization. Originally, Corporate Identity was synonymous with organizational acronyms, logos, the consistent house-style and visual elements. However, in time Corporate identity and corporate strategy have become linked. Corporate Identity is the core of an organization's existence, made up of its history, beliefs, philosophy, technology, people, its ethical and cultural values and strategies. Corporate identity also helps determine the positioning of an organization in terms of its markets and competitors. The market place at large is greatly influenced by the successful portrayal of your corporate identity.
Why is Corporate Identity Important?
Today's marketing arena is highly competitive. In the highly competitive arena you need consistent visibility and communication, as well as, innovative methods of getting the most value from your marketing budget. Media costs are escalating because they are becoming more important. A well defined and positive corporate identity is vitally important for success and growth of your business. It is quite a daunting task to be sure. Such a corporate identity, by making your business stand out among its competitors, leads to a positive attitude towards your business, both internally and externally. It helps attract staff and administrative staff of the highest caliber, as well as, commercial and industrial partners. Your corporate identity is much more than a common visual. It is a picture in the eyes of your various prospects and clients, made up of jigsaw pieces ranging from visual elements to perceptions of culture, language issues, standards, and service delivery experiences.
Corporate Identity Elements
Your organization's Corporate Image [Corporate Identity] is critical in setting-the-tone for how your organization is perceived in today's highly competitive business world. From a corporate logo to office interior and procedures, to corporate stationary and marketing materials, and to your website, it's critical that each of these elements appropriately represent your Corporate Identity. If one of more of these elements are inconsistent with the total message, you are confusing your customers!
Colors and Consistency
All aspects of your corporate identity must be consistent with each other. If your colors are purple and gold then that theme should be carried forth through all of your medium. Your colors do tell a story. Is your organization upbeat? Do you have creativity? Are you common?