What Is Corporate Identity And Types Of Corporate Identity?
The corporate identity is the way a firm represents itself to the internal and external stakeholders which include employees, suppliers, creditors, shareholders of the company, the customers or the general public. It is many times also called as Corporate Image.
Generally, the corporate identity would mean a symbol or a picture or, a popular product of the company for the general public, but it is much more than that and also includes the communications of the company visualized by trademark or the logo of the company. The more homogeneity a company maintains in its communications, the more consistent will be its corporate identity in the eyes of stakeholders.
Every company tries to proactively build a corporate identity because of the following reasons:
- A homogeneity of corporate communications will establish consistency of the company.
- Establish a USP of the company with respect to the brand value.
- Help differentiate from the rest of the competitors.
- Efficiently help to engage with the internal as well as external stakeholders to build a long-term association in terms of customer loyalty.
Types of Corporate Identity:
1) Visual Elements of Branding
Brand value is built using corporate culture & values, colours, elements, vision & mission and the most important factor is Typography used while making your brand. It amounts to 70% of visual presentation of your brand. Logo design is a key thing among all Identity elements as it’s a visual presentation of unique elements that define a brand's corporate values, culture, vision and colours. The unique elements used in identity presents a brand’s visual presentation. Entire visual elements are generally taken from the Logo itself for consistent visual presentation throughout all the Corporate Identity Artwork.
2)Corporate Identity Elements
These are the most important factors in a Branding and must be designed by experienced creative designers as it requires a lot of brainstorming by brand designing agencies. And that’s the reason many organizations spend thousands of dollars to build a brand. The concepts can be suggested by the agency but the actual corporate Identity is designed by a creative designer. But it’s not limited to what you are as a company but also includes elements that represent the cultural values of an organisation.
Corporate identity and brand identity not to be confused with. They both are different from each other. We can take an example of Nestle, an MNC which has one logo with a single set of company values and culture. On the other hand, it also has tons of brands working under its umbrella with an individual identity including Maggi, KitKat, Nescafe, Milo, Nestle Pure Life etc.
3)Building Corporate Image Identity
Building and managing corporate identity is one of the most fundamental and important for any business. When any business is established, corporate identity is also built just like the brand image but it’s always more difficult to manage it than building it. While building the corporate identity, one must have to look at its design and cultural values of organization too. Then one can be coherent in internal and external communication as per the set business vision.
It will help you attain a unique place in the market as the target audience starts recognizing the business and its brands. Also, employees, customers, and investors will engage with you more effectively.
4)Corporate Identity Management
This is very important while thinking of creating a brand value or having a multiple brand under one umbrella. You can use the Brand Book which defines all types of Branding Elements to be used by different Design agencies. Agencies usually present it to you so that you can build your brand in a PDF document. They refer this as a Corporate Identity PDF. This document generally costs you much because it involves a creative team.
5)Corporate Identity PDF or Brand Document PDF
As mentioned above about brand books, it is also referred to as a Brand Document of an Organization as it includes the important factors that your brand is made off.
The Brand elements: They are built of concept or idea which is taken from the Corporate Identity PDF. These elements are used to make any design using those elements.
The Typography: As mentioned above in the article, fonts are usually 70% of brand output. Usually, organizations and brands take fonts very seriously and use them wherever the brand is visualized. Organisations try to create brand value by designing unique fonts that no one has. They invest in fonts and try to maintain higher brand value as compared to competitors.
Corporate Identity Colour: Usually a brand is built of 2-3 colours but it plays with hues of colour used under your brand umbrella. They try to make other brands different by colour but in such a way that it does not lose the corporate Identity image of the brands under its umbrella.
Brand Representation: Brand book talks how your brand should be displayed on different banners, ATL Activities and BTL activities.
So, these are major elements of your Corporate Brand Identity. Your core values, mission, vision, and culture have to be exhibited and design plays a crucial role in it.
It is the company’s operating culture which includes a set of values and rules of conduct which are followed by it. It plays a key role in forming the corporate communication and behaviour of the company.
Vision of the company is also a part of it. No matter which product you are selling, you need to explain the vision and purpose behind it to your target audience. People only buy from you for why you do it. The culture of a company is embedded mainly in the work environment, rules, policies, flexibility, operations, and leadership.
It refers to how you behave as a company with stakeholders of the company. Important point to be noted here is that it also includes the general public therefore, the behaviour and communication that you conduct with them also becomes important. The leadership of employees and the ability to criticize are also included.
It is the particular language which is used by companies to represent their corporate culture and
depending on its cultural values, this language could be formal or informal. It includes the way a company expresses its concerns and values to the relevant stakeholders.
So, the corporate identity of a company includes all segments and a well-sorted corporate identity enables organisation to build credibility in the customer’s eyes and will differentiate the company in the marketplace.