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What is a Corporate Identity?

Branding is an important aspect of corporate identity because it ensures product consistency and consumer recognition.
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  • Written By: Mary McMahon
  • Edited By: Bronwyn Harris
  • Image By: Bro. Jeffrey Pioquinto, Sj
  • Last Modified Date: 29 July 2014
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Corporate identity, sometimes seen written as CI, refers to the external “personality” projected by a corporation. The idea integrates the look and feel of designs and communications, along with the corporation's behavior. Companies of all sizes invest a great deal of energy in their identities, since the persona of a corporation often influences the way people think about the company. Many firms specialize in helping companies create an identity and control their public image.

The first aspect of corporate identity has to do with branding. The logo is often the center of branding, since it is an easily recognizable symbol that sets the corporation aside from other companies. Branding typically also includes a color scheme and a general look and feel across a product family that makes all products recognizable. For example, a tea company will use related designs for all of its packaging, allowing consumers to pick its products out from among the competitors.

The branding of some corporations is very familiar to many consumers, demonstrating how powerful the look and feel of company products can be. Most consumers around the world, for example, recognize the classic script font and red and white color scheme of the Coca-Cola® label, or the yellow and red color scheme of McDonald's. Consistency of branding is a large issue, as consumers may reject products with entirely different design schemes.

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Communications is also an important part of corporate identity. Communications include things like advertisements, press releases, news features, and phone service. Usually, a company focuses on providing uniform communications that present the corporation in a positive light. These communications also encourage consumers to think of the company when they need a specific product or service.

Corporate behavior and ethics are a crucial component of its identity as well. Since some consumers actually base their buying habits on how companies act, many focus on presenting a very specific image. For example, a company may promote its use of green energy, the rejection of sweatshop labor, or products manufactured in a specific country. Publicly scrutinized members of the corporation are also generally expected to behave impeccably, ensuring the consumers think of the company in a good light.

Managing corporate identity is serious business, especially in a crowded market. Specialists may work extensively with companies before they launch, and every time they introduce new products or services. These specialists ensure that the company is acting in a way that is consistent with its identity, keeping the company's position in the market strong.

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Discuss this Article

Crispety
Post 4

BrickBack- Developing a corporate identity and understanding the product or service is important because people will not buy something that they don’t understand.

The concept of the product or service has to be succinct enough to be able to explain in 15 seconds or less. This is the timeframe that market researchers use when conducting market research surveys and focus groups.

If the message of your corporation is to difficult to understand than people will not purchase or product or service and will certainly not identify with it as well.

BrickBack
Post 3

Sneakers41-You really have to make decisions as to the size and color of the logo as well as its placement.

In addition, you will also have to consider the spacing of the logo as well as the type of paper that you will be using for your corporate identity package.

Selecting the right corporate font is important to make sure you have a universal message.

A corporate identity agency also ensures that your corporate messages are relayed to the general public no matter how difficult the concept of your product or service may be.

sneakers41
Post 2

For any new corporation it is important to have the right corporate identity and branding. Depending on your budget you can hire a graphic designer or a corporate identity agency to develop your corporate and brand identity.

Using an appropriate logo that is identifiable is essential. Branding is also important because you want your target audience to understand the product and associate themselves with it.

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