Among the factors that allow a brand to adhere to the consumption habits of customers, the post-sale
relationship , financial benefits and also corporate identity stand out , which makes the customer
associate certain symbols, colors and practices with a company.
In this article we will show you exactly what Corporate Identity is, shall we?
Corporate Identity: What is it?
It is the set of values that make up a singapore telegram data company’s worldview. Its principles, its
endomarketing actions , the position it adopts in different situations and the image that the company
wants to cultivate of itself.
A company’s corporate identity goes beyond the appearance of the business and is related to
important cultural and organizational issues of the company.
Also known as corporate identity , it is a fundamental aspect for companies of all sizes and
segments , as it is relevant in the relationship with collaborators and clients.
Identity, in addition to biotype, represents what a person is, their values, how they relate to other
people and how they behave in different situations.
As we can see, the elements that make up a corporate identity are a mix of these two aspects, the
essential and the visual. But, to understand what corporate identity is, we first need to understand what it is not!
What is the difference between corporate identity and logo?
It is common to think specifically about how subscribers and audience influence the success the logo
and visual identity when thinking about the need for a business identity . After creating the logo, it is
believed that the definition of the company’s identity is complete.
However, that is just one of several elements that make up corporate identity.
It can be said then that the logo is one of the aspects that a corporate identity must have ,
however, it does not represent the essential characteristics of the company.
Visual identity is an important factor, mainly to generate public recognition, however, the
representation of a company’s discourse must be put into practice in different ways and not only aesthetically.
Why have a corporate identity?
Once the corporate identity represents the dv leads essential and visual elements that make up the
company, a clear definition of this pattern of behavior is essential so that the client, partners and
collaborators know what to expect from the company .
Companies that have a message but act in a contrary way in practice can permanently lose the public’s
trust.
For example, if a company advocates environmental preservation and green practices, but partners with companies known to be polluting, the public will question that attitude.
Corporate identity is therefore important in building a solid message that will let the public know what to expect from the company.
New consumer trends have made the relationship between companies and customers an important
aspect for customer loyalty and also for the balance of sales, since the fixed customer base makes up an important part of companies’ finances.
This new relationship has led consumers to begin to demand certain positions from the
companies with which they interact, with corporate identity being a relevant factor in directing this relationship.
What are the subjective characteristics?
When starting to develop a corporate identity guide, various aspects must be considered.
It is important that the identity takes into account the existing daily practices in the company, in order to avoid other problems, such as a lack of synchronization between proposal and execution.
Among the subjective factors that must be present in the company’s identity, the following stand out:
- Differentiation : an efficient proposal must distinguish itself from those of the competition and attract the public’s attention due to the exclusivity of the performance;
- Coherence : contradictions between discourse and practice are a risk that we have already mentioned, therefore, the identity must preserve the characteristics of the company and the way it acts;
- Relevance : The relevance of the company to its target audience includes not only creating a brand concept, but also being in line with what the audience is looking for in the company;
- Reputation : By solidly developing the three elements above, the company will have more opportunities to solidify a positive image among its target audience. Reputation does not arise instantly and must be built over time.
Now that we know what subjective characteristics the identity must contain considering the number of elements that compose it, we are going to detail what aspects of the company form the corporate identity.
How to create a corporate identity?
As we have seen, to create a corporate identity it is necessary to know what it is not – just the visual
identity – and to know what values it should have – differentiation, coherence, relevance and
reputation – so now we can investigate in more detail how it should be developed.
Brand History
Each person develops their own identity based on their life story.
It could not be different with companies.
A company can only adopt a certain narrative if it makes sense according to its history.
By identifying—and not creating—the brand’s core motivations, the company’s identity will be built little by little, in harmony with the message conveyed.
Visual identity
Visual identity is a fundamental aspect of the company, since the visual resources and design are what will represent the message that the company wants to convey.
Among the elements that make up the visual part, the following stand out:
Logo
The logo is the symbol created or adopted that visually represents the company’s values.
Design specialists indicate that the logo should be simple and clear so that the message is easily
understood by the recipient. This symbol can be related to the written brand or to a drawing,
regardless of the choice it should carry a meaning.
It is also recommended that you create variations of the logo, for example, on a white background, black background, vertical, horizontal, etc.
Color palette
The color palette is not only the color of the logo, for example, but also the colors and tones that will be used in all of the company’s materials, whether graphic material, online or even in the physical structure of the business.
It is common for the color palette to include a primary palette of two to four colors and a secondary palette of eight to 12 colors.
All materials must comply with these specifications , since the constant variation in colors used means that the public cannot identify the brand’s visual identity.
Typography
Typography consists of the fonts that will be used.
It is common to select only one font, but you should consider whether it is visually clear enough to be used in printed materials, digital materials, in different colors, etc.
Some companies even choose to select a second and third source in case the first is not available.
