Ram Softs India :: Corporate identity :: Tips

Feeling that your business lacks visual identity? Realizing that your long-prepared offers miss the target? Willing to make your company stand out from competitors? Then you are on the right way - keep on reading.

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Corporate identity is concerned with the visual aspects of a company's presence. Corporate identity should interpret the Brand identity into its design using corresponding colours, packaging, all the way down to the type of paper you use for your letterhead.

Brand identity is the promise it makes to consumers. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as.

Brand image, is how the consumer interprets the Brand identity, which may or may not coincide with the Brand identity. Companies have to work hard on the consumer experience to make sure that what customers see and think is what they want them to.

Brand identity is basically what you want the consumer to think about your company, and brand image is what the consumer actually thinks about your company. A company has to work hard at making sure that their Brand identity becomes their brand image. Corporate identity is one of the tools that helps this happen.

What is the role of the logo in your Corporate identity?
The logo plays a pivotal role in your Corporate identity. It is often, and should always be one of the first things your customer/client sees and often is part of what you leave with them. Consider your business card, stationery, business signs, brochures, all of these items have or should have your logo on them. That is why a logo is so important to your Corporate identity, it essentially is your signature, your idea of your company that you want them to remember.

The best examples of how a logo is successfully integrated into the corporate identity are, the golden arches of McDonalds, the green mermaid seal of Starbucks Coffee, and the swoosh of Nike. All of these companies can be recognized by their logo, with or without the accompaniment of their name. This shows how powerful a logo can be, mind you a logo cannot be the only part of your Corporate identity, it's the entire package, marketing, advertising, slogans and tag lines that all come together to make it possible that the logo can be seen separately from the name and still trigger the same feelings and results.

How do you establish a functional and consistent Corporate identity?
To establish a functional and consistent Corporate identity, you first need to establish the ideas behind your company, by asking yourself the following questions:

• What does my company do, where, and through what kind of organizational structure?
• What is currently going on with my company? And what changes are expected in the next ten years?
• Do we have a mission statement? If not, how do we define our strategy and goals?
• How do we want to be perceived by our target market? Are our products/services difficult to understand? How would they be better understood?
• What are my competitors doing that I like? What are they doing that I don't like?
• How do I want my company to stand out from the competition?

Once you have answered these questions, you should probably contact Ram Softs India to work with you on developing a successful Corporate identity that sets your company apart from all others.

After the designer has reviewed the information with you, the first step would be to create a logo that corresponds with what your company is and what it wants to be, as well as how it wants to be perceived by your target market. This development would also take into consideration the main colour or colours that will be used throughout your Corporate identity. Keep in mind that just because you select certain colours for your logo, it doesn't mean that other colours can't be used in other elements of your Corporate identity. Just think of the green, black and white logo of Starbucks, and you enter their shop and there are many other colours used in coordination with the logo colours.

Once you have had your logo created, you would then go on to your next piece or pieces of Corporate identity that seem most important to the development of your company. That may be your business card, or it could be your letterhead, or it could be the proposal to your investors. Which ever it is, it should follow the same principle as your logo, to correspond with what your company is and what it wants to be, as well as how it wants to be perceived by your target market.

Just keep in mind that every piece of material, whether it is the paint on the walls or your business card, it should all have a consistent look and feel, as if they were all from the same genetic pool. The best way of making sure this happens, is to work with your designer on creating a Corporate identity manual, that gives directions on everything from colour, to paper stock, to where your logo should be positioned on all merchandising and marketing material.

How does Corporate identity benefit your business?
Corporate identity can benefit a business in many different ways. A company that invests in a solid Corporate identity is telling its clients/consumers that "we are here to stay", it shows a sign of longevity, which is not only attractive to clients/consumers, but is also attractive to potential investors, it's an indicator that you are serious about being successful.

Also, a functional Corporate identity will convey your company's ideals, motives and objectives - a sense of what your business is all about, what's its "message". Just think of McDonalds and its brightly coloured restaurants, packaging, the "McHappy Meal", all saying "we're fun, come on kids and have fun with Ronald McDonald and friends", and where is the first place kids under 8 want to go to eat?...McDonalds. All of their Corporate identity and branding of fun and games, bright coloured packaging is all centred around their target market of children under 8. Or what about Starbucks Coffee and their shops of browns and greens, with cool art, comfy leather seats, fire places, and jazzy music, all very comfy and cozy, just like a freshly brewed cup of coffee hugging you.

The benefit of creating a consistent and functional Corporate identity, is that it will ensure that your company is remembered.

How should your corporate identity influence your website?
Your Corporate identity needs to be infused into everything that is viewed by the public. A website is definitely an integral part of your marketing and should be strongly influenced by your Corporate identity. The way to ensure that your website represents your company fully, you need to contact your designer to either create the website interface for you, or to work with the website developer to ensure that your business identity is properly interpreted into your website. The main way to do this is to stick with your Corporate identity colours(you may have to work with the developer to ensure that your colours are websafe), to display your logo in a strategic place, to use fonts that are complimentary to your identity, and to have your designer layout the page and create graphics appropriate for the site and its functionality.