Corporate Identity – An Essential Aspect of Branding

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Corporate Identity An Essential Aspect of
Branding
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The corporate identity of a company does not
simply correspond to a compelling tagline, a
well-designed logo or a striking brand name.
Great branding does not just end at these three
branding stakes.

• The corporate or brand identity of a business
  defines how customers relate with and think about
  the brand. It is the overall image of a company
  that is imprinted in the minds of customers,
  employees and investors.

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The main aim of establishing a corporate identity
is to serve as a means of branding the business
for the public. It establishes the individuality
of the companys corporate culture, philosophy
and core values.
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As part of their creative advertising efforts,
businesses need to understand corporate identity
and identify how important it is for their
branding efforts. Here are some of the
groundbreaking facts on corporate identity that
most startups do not often acknowledge
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• The general not-so-correct perception of
  corporate identity is that it is a collection of
  visual elements that are used throughout
  brochures, pamphlets, websites and anything and
  everything else that is used to promote a
  business.

• Corporate Identity Is Essential to the Companys
  Core Existence
• This is not a hyped up statement but rather the
  truth.

Accuprosys.com
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Corporate identity is believed to be more of a
visual identity rather than a strategic branding
resource. However, theres more to it than just
visual identity. The corporate or brand
identity of an organization determines its
position in terms of its competitors and markets.
It reflects the history, philosophy, beliefs,
cultural values, and technology of the
organization and its workforce.
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It has to be Consistent Throughout A good
corporate identity can only be established when
there is consistency in design throughout the
organizations lifetime.
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Simply put, one DNA should run throughout all
elements and marketing collaterals that form the
creative advertising mix of a company. Corporate
identity is indefinable. To articulate its
multidisciplinary nature, academics from the
Strathclyde, Harvard and Erasmus business schools
came up with the Strathclyde statement to
describe corporate identity, which states that
Every organization has an identity. It
articulates the corporate ethos, aims and values
and presents a sense of individuality that can
help to differentiate the organization within its
competitive environment.
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The ethos, aims and values of an organization do
not change with time. The same applies to its
corporate identity. However, while its vital to
ensure consistency over time, it does not
necessarily mean that the corporate identity of a
company shouldnt evolve.
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Most major brands constantly tweak their brand
logos and designs to stay with the times and to
reflect their technological advancements.
However, their overall look and feel stays
consistent over the years.
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By generating a strong visual image for your
business, you can ensure that quality and
excellence percolate through everything your
business does. It sets you apart from competitors
in the marketplace as a player to boot, not to
mention the great recall value your brand will
enjoy.
Corporate Identity Helps Differentiate One Brand
From Another All businesses are there to make
money. What makes your business any different?
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A great corporate identity put forth by a
strategically devised creative advertising
campaign clearly defines the objectives and ethos
of an organization. It helps draw venture
capitalists, investors and funders, increasing
the chances of taking your business to new
heights.
It Also Helps Win Investors Not many would know
this but its true.
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A great corporate identity put forth by a
strategically devised creative advertising
campaign clearly defines the objectives and ethos
of an organization. It helps draw venture
capitalists, investors and funders, increasing
the chances of taking your business to new
heights.
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There are four functions of corporate identity,
especially corporate visual identity. Firstly, it
should offer recognition and visibility for the
organization so others can remember it through
visual identity. Secondly, it symbolizes the
organization in terms of reputation and image,
lending support to corporate reputation.
Corporate identity consists of three parts,
corporate communication, design and behavior. The
corporate visual identity of a company determines
how its core values and ambitions are presented
to investors, stakeholders and customers.
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Thirdly, it also shows the structure of the
organization to the external stakeholders,
explaining the relationships between different
units of the organization. Fourthly, it helps
employees identify with the organization as well.
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The management of corporate visual identity
involves the planned development, assessment and
maintenance of a good corporate identity as well
as its related support and tools. This is to be
done while anticipating any developments within
or outside the organization itself.
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Before approaching branding companies and
creative advertising agencies for developing your
corporate identity, make sure you have clearly
defined your organizations ethos, values and
objectives for yourself and your employees (and
dont forget to communicate the same to the
branding agency).
Only then will it be possible to stitch these
into a competent and compellingly designed
corporate identity.
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Organizations, through their individual corporate
identities should place themselves as important
contenders in the marketplace. Even when their
business is novel, it isnt enough. A strong
visual image is necessary for them to establish
their identity.
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It also differentiates their brand name from
others, helping them establish their own personal
niche in the marketplace. It also adds to their
recall value because a consistent, strong and
repeating corporate identity catches attention
and establishes a sense of recognition among
everyone viewing it.
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Organizations can connect with their customers
and existing customers psychologically and
emotionally. Moreover, it adds to the brand
recall value of the company in the minds of
customers.
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• They will be able to bring to mind the brand name
  and identity while making a purchase. It will
  also help them identify your product from a group
  of products by just looking at the color or font.

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A number of reputed branding agencies have
recently come to fore and have been successful
largely because of their innovative,
technological and social media approach to
branding. Accuprosys is one such company worth
noting.