Corporate Identity – An Essential Aspect of Branding

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The corporate identity of a company does not simply correspond to a compelling tagline, a well-designed logo or a striking brand name. Great branding does not just end at these three branding stakes.

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• The corporate or brand identity of a business defines how customers relate with and think about the brand. It is the overall image of a company that is imprinted in the minds of customers, employees and investors.

The main aim of establishing a corporate identity is to serve as a means of branding the business for the public. It establishes the individuality of the company’s corporate culture, philosophy and core values.

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As part of their creative advertising efforts, businesses need to understand corporate identity and identify how important it is for their branding efforts. Here are some of the groundbreaking facts on corporate identity that most startups do not often acknowledge:

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Accuprosys.com 5

The general ‘not-so-correct’ perception of corporate identity is that it is a collection of visual elements that are used throughout brochures, pamphlets, websites and anything and everything else that is used to promote a business.

Corporate Identity Is Essential to the Company’s Core Existence

This is not a hyped up statement but rather the truth.

Corporate identity is believed to be more of a visual identity rather than a strategic branding resource. However, there’s more to it than just visual identity.

The corporate or brand identity of an organization determines its position in terms of its competitors and markets.

It reflects the history, philosophy, beliefs, cultural values, and technology of the organization and its workforce.

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It has to be Consistent ThroughoutA good corporate identity can only be established when there is consistency in design throughout the organization’s lifetime.

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Simply put, one DNA should run throughout all elements and marketing collaterals that form the creative advertising mix of a company. Corporate identity is indefinable. To articulate its multidisciplinary nature, academics from the Strathclyde, Harvard and Erasmus business schools came up with the ‘Strathclyde statement’ to describe corporate identity, which states that –

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“Every organization has an identity. It articulates the corporate ethos, aims and values and presents a sense of individuality that can help to differentiate the organization within its competitive environment.”

The ethos, aims and values of an organization do not change with time. The same applies to its corporate identity. However, while it’s vital to ensure consistency over time, it does not necessarily mean that the corporate identity of a company shouldn’t evolve.

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Most major brands constantly tweak their brand logos and designs to stay with the times and to reflect their technological advancements. However, their overall look and feel stays consistent over the years.

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Corporate Identity Helps Differentiate One Brand From Another All businesses are there to make money. What makes your business any different?

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By generating a strong visual image for your business, you can ensure that quality and excellence percolate through everything your business does. It sets you apart from competitors in the marketplace as a player to boot, not to mention the great recall value your brand will enjoy.

It Also Helps Win InvestorsNot many would know this but it’s true.

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A great corporate identity put forth by a strategically devised creative advertising campaign clearly defines the objectives and ethos of an organization. It helps draw venture capitalists, investors and funders, increasing the chances of taking your business to new heights.

A great corporate identity put forth by a strategically devised creative advertising campaign clearly defines the objectives and ethos of an organization. It helps draw venture capitalists, investors and funders, increasing the chances of taking your business to new heights.

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Corporate identity consists of three parts, corporate communication, design and behavior. The corporate visual identity of a company determines how its core values and ambitions are presented to investors, stakeholders and customers.

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There are four functions of corporate identity, especially corporate visual identity. Firstly, it should offer recognition and visibility for the organization so others can remember it through visual identity. Secondly, it symbolizes the organization in terms of reputation and image, lending support to corporate reputation.

Thirdly, it also shows the structure of the organization to the external stakeholders, explaining the relationships between different units of the organization. Fourthly, it helps employees identify with the organization as well.

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The management of corporate visual identity involves the planned development, assessment and maintenance of a good corporate identity as well as its related support and tools. This is to be done while anticipating any developments within or outside the organization itself.

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Before approaching branding companies and creative advertising agencies for developing your corporate identity, make sure you have clearly defined your organization’s ethos, values and objectives for yourself and your employees (and don’t forget to communicate the same to the branding agency). 17

Only then will it be possible to stitch these into a competent and compellingly designed corporate identity.

Organizations, through their individual corporate identities should place themselves as important contenders in the marketplace. Even when their business is novel, it isn’t enough. A strong visual image is necessary for them to establish their identity.

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It also differentiates their brand name from others, helping them establish

their own personal niche in the marketplace. It also adds to their

recall value because a consistent, strong and repeating corporate identity catches attention and

establishes a sense of recognition among everyone viewing it.

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Organizations can connect with their customers and existing customers psychologically and emotionally. Moreover, it adds to the brand recall value of the company in the minds of customers.

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They will be able to bring to mind the brand name and identity while making a purchase. It will also help them identify your product from a group of products by just looking at the color or font.

A NUMBER OF REPUTED BRANDING AGENCIES HAVE RECENTLY COME TO FORE AND HAVE BEEN SUCCESSFUL LARGELY BECAUSE OF THEIR INNOVATIVE, TECHNOLOGICAL AND SOCIAL MEDIA APPROACH TO BRANDING. ACCUPROSYS IS ONE SUCH COMPANY WORTH NOTING.