Corporate Identity

A corporate identity is a BIG deal – it’s your list of rules on how you want to present yourself or your company to your clients, consumers, etc.

“Corporate identity comes into being when there is common ownership of an organizational philosophy that is manifest in a distinct corporate culture – the corporate personality.” (Balmer, 1995)

The elements of a corporate identity are broad, ranging from the visual aspects (such as a logo, colors, and typeface) all the way across the spectrum to attitude (both the message in ad campaigns or PR, and the values conveyed through the people who make up the company). It leads to recognizability and unity. When someone comes across your logo or even just your color combination, wouldn’t it be fabulous if you were the very first thing that they thought of? If you are the first thing on their mind, how do they remember you? Is it that jingle that they can’t get out of their head? Or the perfect experience that they had interacting with you?

Let’s look at an example:

McDonalds. Most people would recognize the golden arches anywhere. Most will even pass judgment (good or bad) the second that they see that big yellow M. Where ever you are reading this from, it is likely that if you traveled half way across the world you would find someplace to eat a Big Mac. You’d recognize it when you saw it. McDonalds has built such a stable corporate identity that if you stumbled across any one of their 31,000 locations, despite any architectural differences, you’d know exactly what it is. You’d even know what to expect on the menu and would probably predict the quality of service that you’d receive.

Does your image fit?

With all of this in mind, does your identity project the message that you want it to? Does your logo contain immature child-like qualities while your company offers services that are somber and professional in nature? Or are your potential clients missing your pizazz because your image is just too plain for what you do? As you develop your corporate identity it is so important to match it to the personality of your company. A misleading corporate image can easily drive off exactly the people that you are hoping to reach.

Keep it standard

The whole reason to have a corporate identity is to make sure that no matter where your company is being represented, the message is consistent. Your logo should look the same whether on a TV commercial, a billboard or the internet; your message should remain the same whether you’re the one saying it or anyone else representing the company. For this reason, it is important to make sure that everyone within the company not only knows what the message is, but understands the importance it plays and what it is conveying.

“… explain why the design fits the organization and what the design – in all of its elements – is intended to express.” (Wikipedia)

What are the big guys doing?

Time Warner, among many other entities, publishes its corporate identity online. This makes it easy for the people representing the corporation to access the rules about how the image is represented. It also makes for an interesting read or great research on how those with big money are keeping their message consistent. A while back Smashing Magazine had an article with a list of links to some recognizable companies with their corporate identities saved online; it’s worth checking out.

Corporate identity is necessary no matter if you work freelance or are a company employing thousands. Laying down set rules for your image keeps your message consistent; it let’s people know who you are and what to expect. Invest some time into developing your identity, it defines you.