CORPORATE IDENTITY

Corporate Identity
Corporate Identity is how a corporation, company or organization expresses itself visually.
- product advertising - job interview

Corporate identity plays a significant role in the way a company presents itself to its internal and external stakeholders, consisting of name, logo, color palette, font, slogan, tagline and related items.
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Corporate Identity Model

Corporate Identity must be informed and driven by

Clear vision / mission Set of values

Corporate Identity is the reality of the tangible points of public contact eg.. The buildings, vehicles, uniforms, business forms etc
Differentiation
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Communications
Uncontrollable Communication
World of Mouth Reviews Media

Controllable Communication
Internal & External Communications Including Marketing Communications

CORPORATE BRANDING
it help organization increase its value by managing the way it expresses itself

Power of Brands
Brand Identity is a combination of many factors, including name, logo, symbols, design, packaging, and performance of a product or service as well as the image or type of associations that comes to mind when consumers think of a brand.
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MARKET CAPITALISATION
Market Capitalisation Brand Reputation IP Customers Employees Innovation Organisational structure Book value ___________ $ * The above would also be affected by other variables including macroeconomic factors, shareholder sentiment and market speculation
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What the Customer Gets

Brand identity Image

Level of quality Features

What the Customer Wants

Associated services

Packaging

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Definition of Branding (1 of 2)
Branding is the entire development process of creating a brand, brand name, a brand identity, and might include other applications.

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Definition of Branding (2 of 2)
An integrated brand experience is the creation of a comprehensive strategic, unified, integrated, creative program for a brand including every graphic design and advertising application for that brand with an eye and mind on how consumers and individuals experience the brand or group as each interacts with it.

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Corporate Branding
Corporate branding refers to a company applying its name to a product. The product and the company name become the brand name. The company can advertise several of its products under a single brand name in a practice referred to as family branding or umbrella branding.

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 Corporate Branding with a successfully marketed product, a company can familiarize consumers with its products and may create brand loyalty. If the public likes one product from this company, then they may seek out the brand name when buying other products. Corporate Branding represents a level of quality that they have come to expect from the company corporate branding represents a level of quality that they have come to expect from the company 13

Essentials of Corporate Brand

A corporate brand should be easy to recognize and attract attention. It should also be legally protectable and suggest the company or product image. Ideally, the brand should be easy to pronounce and easy to remember. A premier brand product typically costs more to purchase than an economy brand. Consumers are paying for the name and the quality of product that name guarantees.
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CORPORATE IDENTITY
Corporate identity is often viewed as being composed of three parts: Corporate design (logos, uniforms, corporate colors etc.) Corporate communication (advertising, public relations, information, etc.) Corporate behavior (internal values, norms, etc.)

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Array of Visual Language

Array of Visual Language
- one or more typefaces - colour palette - use of photography - illustrations - layout style - font of written language
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 Influences every manifestation of organization:

- letterhead - paintings in offices - uniforms

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Advertisement Communication
Absolut Ads
Worlds longest running uninterrupted campaign Started in 1981 1,450 Ads by Oct 2008

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Corporate Identity Mix

CI is the prime interface between an organization and its key audiences - annual report, website - advertising communications - staff communications - architecture & interior design - uniforms, signages - product design & packaging
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Unity with Variety in a Visual Identity

Continuity must be established among the various designs in a visual identity. There must be a family resemblance among the designs.

Visual identity and graphics program Design firm: Vignelli Associates

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LOGOS
Designers identify the essence of the company and turn it into a concept backed by strong visuals symbols and logos.

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LOGOS
Symbols, shapes and colours have conscious and unconscious meanings Easy recognition Distinctive Memorable Reducible (business card) Black & white and colour Symbolic
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Examples of Logos

Coca cola owns red colour

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Can be literal (eg Shell) Stylized treatments of company name (Kelloggs) Wordmarks with a graphic element (BHS) Company initials (IBM) Purely abstract

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Logo as Key of Visual Identity

In any visual identity, it is the logo that is the cornerstone. For CompuSoluciones, Ideograma created "the rings of the solutions, a symbol that represents the companys four areas of business.

Corporate Identity Design firm: Ideograma

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CASE
UK design consultancy designed a new logo for Saudi Arabian Airlines.
Golden palm trees, crossed Arabian swords and a crescent moon. Westerners thought it to be suitably upmarket and regal

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 Wrong type of palm trees (Saudi no. 2 producer of dates) Wrong type of sword (traditional Saudi sword is fighting sword) Wrong moon (new moon signifies new beginning, old moon suggests the end) Wrong colour (used cream colour representing hot barren sand, Saudis like to irrigate their land green)
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Stages in CI Management
Gain board level support
Assess current situation and determine ideal image Brief and select designer Develop design concepts
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 Select research and test concepts

Implement launch and maintain Review and update

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 The definition of the Corporate Visual Identity Management Corporate Visual Identity Management involves the planned maintenance, assessment and development of a corporate visual identity as well as associated tools and support, anticipating developments both inside and outside the organization, and engaging employees in applying it, with the objective of contributing to employees' identification with and appreciation of the organization as well as recognition and appreciation among external stakeholders.
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Color Palette
An appropriate and distinguishing color palette is crucial to making a visual identity memorable.

Corporate Identity Design firm: Shira Shecter Studio

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Visitor Experience
An effective visual identity can enhance the users experience.

Identity 34 Design firm: Pentagram

CI Manual
Specify exactly colour, typeface, positioning of symbols Standardization Consistency Cohesive approach Policy usage
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Graphics Standard Manual

Most designers prepare a graphics standard manual that guides the client in the use of the identity detailing the use of the logo, colors, and other graphics and imagery.
Graphic standards manual 36 Design firm: Danne & Blackburn Inc.

Audience
When designing a visual identity, you must know your audience.
Levis SilverTab Jeans is aimed at a young audience.

Graphic Identity and Graphics Program 37 Design firm: Michael Mabry

 In early 1980s AT&T gave its repair people dress shirts and ties. Renamed them as System Technicians.

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Summary
A visual identity is the visual and verbal articulation of a brand or group including all pertinent design applications, such as, letterhead, business card, and packaging, among many other possible applications. The most common applications of any visual identity include the logo, letterhead, and other related business correspondence. Continuity must be established among the various designs in a visual identity.

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Corporate Image
Is a perception.
Sum of peoples perceptions of an organization. Created through all senses: sight, sound, touch, smell, taste and feelings experienced through product usage, customer service, commercial environment and corporate communications.

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Corporate image embraces everything from visual impression of a corporate logo, letterhead, uniform, leaflet or advertisement, aroma in a shop, reception, canteen or offices, soft carpet, attractive wallpaper, air-conditioning etc

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IMAGE FORMATION
Communications Quality of goods & services
Organisation Structure & Culture Financial Performance Communities Attitude & behaviour of employees

Corporate Image

Experience

Physical Environment

Corporate Social Responsibility

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 Products / services (product quality and customer care) Behaviours and attitudes (social responsibility, corporate citizenship, ethical behaviour, community affairs) Environments Communications (advertising, PR, brochures, personal communications)
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Twenty Key Publics of a Typical Multinational Corporation

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Adv of good Corporate Image

Improve Sales Support New Product Development Strengthen Financial Relations Harmonize Employee Relations Boost Recruitment Manage Crisis
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REPUTATION
Corporate image can be created, but Reputation must be earned

Reputation is the sum values that stakeholders attribute to a Company, based on their perception and interpretation of the image the Company communicates over time

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 Reputation is a collective term referring to all stakeholders views of corporate reputation, including identity and image.
Reputation = Experience - Expectations

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From Identity to Image to Reputation

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INTELLECTUAL CAPITAL
MARKET VALUE
Market Value Financial Capital Human Capital Intellectual Capital Structural Capital Organisational Capital
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Customer Capital

I N T A N G I B L E S
Human capital

Structural and organisational capital

Customer or stakeholder capital
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HOW TO DEVELOP A R E P U T A T I O N
Quality of Products and Services Passion for Brand Customer Relationship Marketing Strong Corporate Governance and Compliance Integrated Risk and Issue Management Crisis Planning Corporate Responsibility (CR) Strong Brand Values, Experience and Communications Organisational Culture and Structure Contract Fulfilment Business Presentation and Conferences

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HOW TO DEVELOP A R E P U T A T I O N
Customer facing Staff Innovation Vision and Leadership by CEO Investor Relations and Public Affairs Developing Media Profile Adaptive and ability to Reengineer Community Relations CEOs Reputation Core Competencies Establishing Networks and Alliances Understand the Market Develop Brand Experience: Moments of Truth
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HOW TO DEVELOP A R E P U T A T I O N
Clear Strategies and Resources Learning from Others Mistakes Listening to Customers Opinions Audit and Assurance Measuring and Evaluation Stakeholder Analysis, Mapping and Engagement Deliver on Customer Promise Think Global, act Local

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A REPUTATION PLAN
CEO leadership and senior management commitment

Communication audit

Frame your corporate communicational structure

Implementing programme and resources

Maintaining and evaluating

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BUILDING RELATIONS
Creating, maintaining and enhancing long term relationships with individual customers as well as other stakeholders for mutual benefit.

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PUBLIC RELATIONS
Public Relation is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

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Types of Public Relations Activities

Public Affairs & Issues Management

Crisis Management

Managing a PR Program Begins With a Plan

Relationship Management

Image & Reputation Management

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How to Measure PR Effectiveness

The following are common types of evaluation used in public relations:
Output (What goes out)
Production: number of PR products generated. Distribution: number of media outlets receiving PR products. Coverage: column inches, seconds, or minutes of air time. Impressions: media placements x circulation or broadcast reach. Advertising value: equivalent ad costs for time or space. Systematic content analysis: positive or negative slant, key messages, sources, prominence.

Outcome (Effect on the audience)

Goals/ objectives achievement: surveys, focus groups, PR product testing.
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Additional Means for Measuring PRs Effectiveness

Personal observation and reaction
Matching objectives and results The team approach Management by objectives Public opinion and surveys Audits
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Marketing Mix
Product Price Place Promotion People Physical evidence Process
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MKTG COMMUNICATIONS TOOLS

Selling Advertising Sales Promotion Direct Marketing Sponsorship Exhibitions E-marketing Packaging Word of Mouth Publicity & Public Relations Point of Sale & Merchandising Corporate Identity / Corporate Image

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IMAGE vs REPUTATION
IMAGE Is built Is a cost REPUTATION Is earned Is an asset

Is fast
Is opportunistic

Is careful
Is industrious
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TOOLS
IMAGE REPUTATION

Advertising
Promotions

Corporate Social Responsibility Strategic sponsorships Media outreach Internal communications

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Direct mail Competitions