The corporate identity (brand identity) refers to the way in which a business projects itself and how it is recognized by its audience. This includes the company's characteristics, values, aesthetics, communication style and image. Corporate identity is important for creating a recognizable and reliable brand.
There are several factors that make up a company's corporate identity:
Logo: The logo is the graphic symbol that makes a company recognizable. It is important that it is simple, distinct and easy to recognize. Once you have finalized the logo it is very important to protect it from your competitors by proceeding to Trademark Registration, a process that must precede any other when we create a company or a brand.
Colors: Businesses choose specific colors that represent their corporate identity. These colors are used in logos, websites, product packaging, etc.
Fonts: Choosing specific fonts for business texts can give a recognizable character. Fonts will be used in print and digital media.
values: The values adopted by a company define its corporate identity. These values are reflected in the company's decisions, communication with customers and its actions. A large percentage of customers directly identify with the values that a company represents.
Aesthetics: The general appearance of the business, including the design of the products, the interior (in the case of stores), and the website or e-shop, affects the corporate identity. The aesthetics of the business directly affects the audience of a business as well as their purchasing preferences.
Contact: How the business communicates with its audience, including social media messaging, advertising and overall approach, influences corporate identity. The way, the style and the feeling in the communication of the business are important factors in approaching and targeting the audience.
Creating and maintaining a coherent corporate identity is important to the success of a business, as it helps build trust, public recognition and gain a significant market position.
At this point it is important to emphasize more aspects linked to corporate identity.
Corporate social responsibility: The way a business participates in society and offers to the community influences its corporate identity. Acts of corporate social responsibility, such as philanthropy, environmental sustainability and social action, can improve a company's image.
Customer Experience: How customers perceive the business and their experience with it is critical to corporate identity. Providing good service, high quality products and building trusting relationships are important elements. The business must understand the needs of the customers and shape the services provided accordingly.
Website and Internet Presence: In the modern age, digital presence is vital. The business website, social networks, e-commerce and online presence make up the way it interacts with the public. It would not be an exaggeration to say that if a business today does not have an internet presence then it is as if it does not exist.
Crisis management: Every business can face crisis situations. Responding quickly and effectively to such situations can protect corporate identity.
Continuous Improvement: The business must be prepared to adapt to market changes and continuously improve to remain modern and competitive.
Communication with Employees: Corporate identity is not only about the public, but also about the employees. The creation of a working environment that encourages and recognizes the contribution of employees, contributes to the formation of a positive image for the corporate identity.
Finally, remember that corporate identity is not static, it is dynamic because it evolves along with the business and its environment. It is important to maintain constant communication with your audience, monitor market changes and adapt your corporate identity accordingly. With a coherent and authentic corporate identity, your business can stand out and succeed in the market.
Contact mes to help you create and develop your corporate identity, so that you can enter the market you are targeting in a correct and dynamic way.
