A company’s identity must take into account the target audience and buyer personas it wants to reach.
Both the visual identity and the essence of the message you want to convey are different depending on
whether the audience is young people up to 25 years old or people between 45 and 60 years old, for
example.
The adaptation of the identity to the target audience influences the coherence of the message and also
the construction of reputation.
Buyer Personas Guide
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Language
Another essential aspect when creating the corporate identity is the language that will be adopted, as
it will not only be used in advertising materials, but in all business communication.
Both in the relationship with clients and collaborators and in marketing choices, etc.
It is therefore important that the language is consistent with the message and also with the
characteristics of the audience.
Message
The message—and the tone— are the internal factors final elements that make up the
corporate identity .
The message is related to the company’s vision, mission and values. This aspect will be essential to
direct actions in different areas of the company.
For example, the message may be more formal, in keeping with the company’s profile, or lean towards
informality. And how will the choice of message influence the different areas of the business?
When developing corporate identity, all areas of the company are influenced, directly or indirectly.
We highlight some important aspects of these changes:
Internal communication
Internal communication, in addition to dv leads adapting to the visual identity, must ensure that the forms of contact with collaborators, such as talks, internal reports, notice boards, magazines, etc., transmit the desired values using the correct language .
External communication
In the case of external communication in which the target audience, partners and the general public are impacted, whether through press consultancy, advertising pieces, website, social networks and others, the importance of maintaining coherence with the company’s identity is also fundamental.
Examples of this type of communication include the brand’s publication manual on Facebook, which must follow the same criteria as the corporate identity, whether visually or in how it interacts with the public.
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Customer service and relations
A company that conveys a message of technology and modernity, for example, but does not serve customers through social networks, is in contradiction between its practice and its proposition.
Therefore, the ways of relating to the customer, the channels of attention, the procedures, etc. are influenced by the position that the company adopts.
Organizational culture
Finally, a company that encourages creative freedom among its employees , for example, will see that this value directly influences the company’s organizational culture.
The same is true for companies that value other characteristics, such as teamwork, organization, professional development, better quality of life, among others.
Where to start?
We can then conclude that corporate identity is related both to the aesthetic elements that convey the company’s idea, and to the values with which it operates.
In this way, this guide will influence all aspects of business development , solidifying the relationship with collaborators, partners, suppliers and clients.
Even though the entrepreneur is the one who best knows the characteristics of his or her business, the corporate identity must be developed professionally by a group of specialists who can consider all these aspects within an identity guide.
Given the importance of this manual, it should not be created in an amateurish manner.
Side by side with a company’s corporate identity is the brand’s branding.
Both factors complement each other in a market action strategy.
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