The corporate identity refers to the visibility of a company's image as seen by the public.
It represents a business management strategy and the conception that the company has of itself and wants to spread to the public.
The corporate identity is divided into two areas:
- The core: which is the nucleus of a company that determines the main objectives that a company must achieve and a consequent profit;
- The extended core: where the company interacts and relates with its customers.
The corporate identity encompasses all the strategies implemented to achieve the desired image.
How to plan a corporate identity
Planning a corporate identity requires the involvement of the entire company, investing time and capital.
Once their strategy has been implemented, the client must see the company's image exactly as it intended to express it.
A corporate identity strategy should aim for the following objectives:
- Employee Collaboration: with improved collaboration, work is conducted in a streamlined manner;
- Clear Objectives: it is important to establish goals clearly and comprehensively;
- Enhancing Corporate Image: namely, the customers' emotions towards the company;
- Market Profiling: which allows for differentiation from competitors
Both internally and externally to the company, with corporate identity one can convey a transparent and unified image of the company and brand.
The most important aspects of Corporate Identity include:
- Corporate Design: the company logo, the representative colors of the company, etc..
- Corporate Behaviour: the behavior of the company and how it operates in public;
- Corporate Culture: the norms and legal framework respected by the company;
- Corporate Communication: the communication used for its own campaigns;
- Corporate Philosophy: the management of the corporate image.
Furthermore, to plan a good corporate identity it is important to establish the orientation of marketing campaigns, market research and how to address your target.
Corporate Identity and Corporate Image
The other side of the corporate identity coin is the corporate image.
The Corporate Image, is the external perception of the company and is created through Corporate Identity.
When a company has a strong identity, it tends to stand out from the competition, being able to rely on the positivity of public opinion.
Unlike corporate identity, Corporate Image is theexternal image of a company: media coverage, customer evaluations, and word of mouth.
The goal of Corporate Identity strategies is to positively influence Corporate Image, which is why they are connected yet distinct from each other.
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