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Corporate identity management
Dr Kalina Grzesiuk
MANAGING CORPORATE IDENTITY
• The seven dimensions – allow to manage identity
• Goal – building specific image in the environment – stressing the distinction of a company – becoming customers’ choice
Identity building - approaches
I. Coming from within the company
• Could be preceding changes in the environment
• Based on company knowledge and experience
• Creating market niches
• Creating needs and markets
II. Looking outside – features making company distinctive
• New companies – lack of knowledge and experience
• Innovative strategies – impossible to use previous knowledge and experiences
Identity building -approaches
Managing identity - rules
Based on features - Clear and easy to perceive for the environment
– less risk of distortion
East Airlines – avoided by people travelling west, south and north
– connection with the company
– Motivating to purchase
– Favorable positioning against competition
Rules cont.
•Including information concerning benefits significant for the environment
•Identity features – important for various groups of customers
– inadequate features won’t attract customers
• should be resistant to following or copying by competition
Rules cont.
Rules cont.
• Focus on present and future
Rules –cont.• Trustworthy– confirmed by facts
Process of creating identity
• Identity is complex – the process is long-term and complicated
• It’s a type of project
• Requires change management
Creating identityTop
management involvement
Employees’ engagement
Monitoring the process and problem-solving
Motivating
Common vision of new organization
Current information about work progressTrainings of necessary
competencies
Institutionalization by structures, systems and
strategies
Communicating information about starting this project
Building vision acceptance
Stages of creating identity
I. Decision
II. Analysis
III. Planning
IV. Projecting
V. Implementation and control
I. Decision
• Long-term, complicated and involving all members of organization process
• Requires clear decisions on the top management level
• a base for performing an analysis
II. Analysis
• Diagnosis of actual or desired future identity – based on environment expectations
– Actual state of organization
– Management expectations
– Employees’ expectations
– Market conditions
– Previous image
III. Planning
• Setting directions and goals
• Setting tasks and their structure
• Verification of resources owned
• Time range
• Budget/Schedule of tasks
IV. Designing
• Creating and testing projects
• Effectiveness of communication, alignment, reception and associations caused by VIS
• Specific projects of symbols and elements of non-visual elements of identity
Design includes
• attributes of visual identity
– name, trade mark, logotype, business cards, headed paper, brochures, stationery, information leaflets, labeling and appearance of an institution, etc.
• elements of non-visual identity
– behavior of organization’s members, reputation, strategy and philosophy
Effective design of identity, and visualization design in particular,
• distinguishes the organization from competition,
• underlines its individual character,
• ensures easy noticeability and high probability of remembering
V. Implementation and control
• Changing previous elements of identity– Usually starts with visual elements
(easiest to change) and end with non-visual
– Process of implementation is supported by communication and training processes
• Control – up-to-date– Researching the perception of
organization and its products by the environment
Components of corporate identity
Symbols
Visual Identification System
• Estates
• Products
• Presentations
• Publications
Buildings, sales offices
Attributes of products and services
Packages, tags, bags, labels
Advertising and PR materials
Examples
• visualidentityguidelines-160405082749.pdf
• HGSE_BrandGuidelines_ed-links-11-14.pdf
visualidentityguidelines-160405082749.pdfHGSE_BrandGuidelines_ed-links-11-14.pdf
• Effective VIS – shapes the company’s image – the products’/services’ image –perceived quality of products –possible price strategy
• Decision – what features of a company should be promoted
• Symbols – mirror features
• Objective of VIS - visual presentation of
abstract features
• For example: dynamism, trust,
professionalism, energy, calm
VIS Guidelines
1. Clear and specific
2. Accurate – for a specific company
3. Functional – easy to adapt by branches of a company
4. Originality and standing out
5. Eye-catching
AIDAModel
Examples
Creating a Corporate Identity_ Virgin`s Branding Strategy.avihttps://www.youtube.com/watch?v=iZZt7bgwffo
The Heineken Visual Identity Film.avihttps://www.youtube.com/watch?v=TX9nPK1VhOo&t=1s
Creating a Corporate Identity_ Virgin`s Branding Strategy.aviThe Heineken Visual Identity Film.avi
Company name
• Main differentiator of a company
• Present on all the elements of VIS
• Key decision – choosing a name
Possible choices
• Name related to :
– Industry/product/service,
– historical/mythological character associatedwith a certain industry
• Name should be:
– original
– Easy to pronunce
– Offer a quick association
• 25 Famous Company Names And Where They Came From.avi
• https://www.youtube.com/watch?v=OMYquxedvZM&t=7s
25 Famous Company Names And Where They Came From.avi
Recommendations
• Choosing a Great Business Name for your Limited Company.avi
• https://www.youtube.com/watch?v=Mk3iD0nqZXE&t=141s
Choosing a Great Business Name for your Limited Company.avi
What to avoid
• Mistakes To Avoid When Naming Your Company.avi
• https://www.youtube.com/watch?v=YAuYWq2ec2M&t=24s
Mistakes To Avoid When Naming Your Company.avi