Corporate Identity goes beyond mere graphic composition, incorporating a vast range of elements. Let’s explore this concept together.
Corporate Identity: Definition
Corporate Identity represents:
“a set of distinctive elements, both graphic and textual, together with behaviors, which give recognition to a company in the eyes of stakeholders and the market.”
In essence, it is the perception that stakeholders have of the company.
Elements of Corporate Identity
This complex identity emerges through different channels, both visual, such as logos and symbols, and through the company’s behavior and its values expressed in its vision and mission.
Writing a detailed manual on the corporate image and completing it with identity and textual elements is crucial for every business, as it defines the very identity of the company.
Internal and External Importance
Internally, Corporate Identity serves as a point of reference for employees, providing values and a corporate culture with which to identify. Externally, a solid corporate identity communicated effectively allows the company to stand out in the market.
The Digitalization of Corporate Identity
In addition to capturing the distinctive elements in a document, it is essential to identify the company’s unique and recognizable digital footprint in every communication, behavior and visual element.
The Three Key Principles of Corporate Identity
The three factors derive from Balmer and Soenen’s model, which shows us in detail the foundations of a solid identity:
- Soul: Represents the cultural and value elements of the company, shaped throughout its history.
- Mind: Includes operational and rational decisions based on the company’s strategy, vision and philosophy, as well as the products and services offered.
- Voice: Contains all corporate communications, planned or unintended.
Tips for an Effective Corporate Identity
Below we analyze three elements that allow you to obtain an effective Corporate Identity from a communication point of view:
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- Value Consistency: Ensure that communication is in line with company values to avoid confusion.
- Originality: Avoid copying competitors, instead create a similar logo or communication, analyze their strategies and adapt them to your own values.
- Online and Offline Consistency: Maintain consistency between online and offline communications, ensuring colors, fonts and message are consistent.
With these foundations, it is possible to transform a company into a brand. The next step is the definition and writing of the Brand Identity, to help highlight the company’s distinctive features.
