A corporate identity is one of the most valuable non-tangible assets a company owns. Some brands have a firmly entrenched brand identity that makes them have a more potent competitive edge. How does a company achieve a strong corporate identity that stands the test of time? There is no blanket solution, but there are several tips you can use to achieve a robust corporate identity.
1. Connect with the Customer
When you are a start-up, your brand’s narrative is a story of how you and your co-founders started the company. Tell them a catchy story about how the brand came about to relate to for a better connection. Tell them why you started the company, what problems you went through, and why you came up with the solution.
Your product’s value depends on the quality, but also your customer’s feelings about your company. 94% of customers are likely to recommend and buy from a company they feel an emotional engagement. However, as much as the customer acts based on emotions, common sense also comes into play. The stronger your brand, the more customers are willing to pay for it.
2. Use Creativity and Strategy
Marketing a product and creating a corporate identity does not only depend on planning and analytics. Marketing also involves concepts that set you apart from other brands. Integrating creativity and business makes you a unique brand that is recognized all over. Apple and Nike logos are recognizable worldwide. All it took was creativity, strategy, and of course, persistence.
3. Create a Meaningful and Appealing Visual Image
The most apparent corporate identity aspect is your logo. You need to ensure your design is not a pretty but empty logo devoid of any meaning. A strong logo is an emphasis on your brand’s identity. A creative logo needs a professional, or you can use a logo maker if you want; that choice is entirely up to you. All in all, the logo needs to convey a message to your customers. Think about how the logo will look on your company website when printed on paper, merchandise, or office walls.
4. Set a Standard of Communication and Behavior
Corporate identity affects various company activities. It determines the kind of communication language used while dealing with customers and the management leadership style. The standards of communication and behavior affect customers, both existing and potential, the public, and the media. Advertising slogans, press releases, brochures, and videos should all have the same style and standard of communication.
5. Research on The Competition
A successful corporate identity is built on thinking outside the box. Research what your competition is doing and do something different. Do not aim to be another run-of-the-mill corporate brand, doing and saying all the things your competition is doing. Come up with ways of delivering the same product but served with a twist.
There is always something that can be done to improve the product. Improve the product, own this improvement, and run with it. Let your brand be known for doing something different. Steve Jobs picked the communications industry but decided to run with a different operating system that provided better features.
6. Determine Your Audience
Your target audience is a significant part of the corporate identity journey. Tailoring your brand to specific audiences is more effective than generalizing. For example, tailoring a brand for working mothers or stay at home mothers is easier than generalizing a brand for mothers in general. Narrow down your target audience and ensure your brand message is clear to the intended target audience.
7. Craft a Brand Mission Statement
A brand mission statement allows everyone to know what your company is all about. The brand mission defines your company’s purpose and forms the basis for all your brand building activities. Everything from your communication, taglines, and company culture should be a reflection of this statement. It should be what you tell people who ask what your company does. With time, your company will be associated with this statement.
The shoe company Nike is known for its tagline: “Just Do it.” Their mission statement says what they do: “To bring inspiration and innovation to every athlete in the world.” Their mission statement is precisely what they do and is their passion and justification for their existence.
A corporate identity is worth a lot, making people immediately identify a company or brand. To create a corporate identity, you have to be consistent in the things you do, but most of all, be passionate about your brand, and others will follow.
How to Build a Corporate Identity – Tips and Tricks