Corporate identity is a significant term in business, referring to the organization’s commercial features and characters. This is where both internal and external identity collides harmoniously. As per the objectives of an organization, it helps them to stand out from the crowd and create a highly recognizable market presence (identity).
The term corporate identity was first coined by US advertising professionals back in the 70s. With the help of this idea, many organizations and businesses are given the opportunity to reach their corporate goals. With a strong corporate identity, any organization can shape its image both externally and internally. However, what they need to do is just strategically plan their identity and its personality, aligning it with the mission statement of the company. This is why it is important to maintain a consistent corporate identity that helps build the company’s image to both its employees as well as the audience. But the real challenge is to maintain this consistency for a long, as it requires careful planning and execution.
Objectives of corporate identity
Nowadays, it has become a common practice for businesses to build their own corporate identity in the market that helps them establish their core before the competitors. Another major objective of a corporate identity is its relationship with customers and how it helps companies build and gain their customer trust for a particular product or service.
Well, if the company has a clear and well-defined corporate identity, it can raise awareness about its brands and then significantly impact the market with its objectives. This further results in building greater brand loyalty and customer retention. Seeing the new competitive edge and turning tables in the market arena, a strong corporate identity has become an essential need for a good company image in the market. In terms of business, a strong corporate identity helps to keep the workforce and its employees in check, which further leads to exemplify the mission statement of the company.
Management tools of a strong corporate identity
There are three management tools that must be linked together and properly managed to scale corporate identity. These tools come bearing special features and have the power to influence the overall working of the company. However, if you are keen enough on building a strong corporate identity for your business, then it is crucial to not conflict or contradict these tools with each other. Without any more delays, let’s just take a look at these tools further-
Corporate behavior: Companies should never underestimate the impact of corporate behavior on corporate identity. And the factors that shape the corporate behavior of a company are as follows – media, customers, and internal aspects like employee satisfaction and work environment. This also includes how the employees of the company are being treated and how the company states the leadership aspect of the management. Employees of the company are a great asset to help improve corporate behavior.
Corporate communication: Another most essential tool of corporate identity is corporate communication. This majorly includes the language adopted by the company and its consistent communication style and technique. This aspect also includes anything that comes from press releases, ad slogans and campaigns, and internal communication between the co-workers.
Corporate design: This tool is often used interchangeably with corporate identity, but in reality, it is just one aspect of corporate identity. This mainly refers to the visual image of a company. So, it tends to include the visual parts like packaging, website design and company logo.
The only main aim of a strong corporate identity is to help businesses create a clear and concrete profile in the market, which ultimately tends to embrace all kinds of activities of the company and its various other practices. In case you require help for your academic assignments or projects, feel free to contact our online assignment writing services for professional help and guidance.