CORPORATE IDENTITY

Corporate identity merges strategy, culture, and communications to present a memorable personality to prospects and customers. The term is closely linked to corporate philosophy, the company’s business mission and values, as well as corporate personality, the distinct corporate culture reflecting this philosophy, and corporate image. The main objective of corporate identity is to achieve a favorable image among the company’s prospects and customers. When a corporation is favorably regarded this is likely to result in loyalty. If the corporate identity is the self-portrayal of a company, then the corporate image is the perception of an organization by the audience. The closer the corporate image is to the corporate identity; the closer the public’s perception of a company is to how the company defines itself, making for superior corporate communication. For example, most companies have access to the same technology. If they want to further distinguish themselves, the strategy must rely on another factor than technology: the user experience. As the audience’s focus changes constantly, corporate strategies must move in the same direction as the customer. The consumer s impression of a company, or the corporate image, is highly influenced by how he or she experiences the company’s products. The product identity, the sum of the products formal and functional properties, will help the user shape a mental image of the product manufacturer. Therefore the corporation needs to carefully plan what it wants to communicate through its product, and how.

The type of corporate identity will determine the characteristics that link the product to its company or brand. The identity can be monolithic, meaning that the whole company uses one visual style and that the consistency between the corporate identity and the product identity is very strong, the product reflecting the corporation directly. The identity can also be endorsed where the subsidiary companies (brands) have their own style, but the parent company remains recognizable in the background. In this case, the link between the corporation and its different brands may take the shape of a common factor, tying the different brands together. Finally, there is the branded corporate identity in which the subsidiaries have their own style, and the parent company is not recognizable. The products represent the brand identities rather than the corporate identity. All the same, a strong general corporate identity remains of great importance, as it defines the guidelines and strategies of the subordinate brands. Therefore the identities of the products of each brand are consistent with the main corporate identity and values. The consumer s impression of a company, or the corporate image, is highly influenced by how he or she experiences the company’s products. The product identity, the sum of the products formal and functional properties, will help the user shape a mental image of the product manufacturer. Therefore the corporation needs to carefully plan what it wants to communicate through its product, and how.

Courtesy: CEONEX