The three primary components of Corporate identity are as follows:
1.) Corporate Interactions â€“ Corporate interactions are the modes of company communications and the information transfer to the external or internal audiences. It develops a conducive viewpoint and uniform company image across all the channels. The corporate interactions include:
1.1) Internal Interaction â€“ It contains team interactions, policies & procedures, internal newsletters, and everything about the interactions with the internal audiences.
1.2) Monetized Interaction – These interactions are messages conveyed through paid promotional channels such as sponsorships, advertisements, events, etc.
1.3) Media Relationships â€“ All the earned media-interactions (such as news and public relations) come under the umbrella of media relationships.
1.4) Investor Relationships â€“ It consists of all the messages exchanged with the investors of the company.
2.) Corporate Design â€“ The corporate design exhibits the visual identity of the company. The virtual company assets (such as the name, brand color, logo, tagline, brand visuals, etc.) give a unique identification to a company over its competitors. The elements of corporate designs are as follows:
2.1) Logos â€“ It is the original symbol that gives instant recognition to the company and its products.
2.2) Brand Colors â€“ The brand colors consist of an official color palette representing the brand. Usually, these colors are used in brand assets.
2.3) Fonts â€“ A corporate has an approved topographical list that is used in company interactions.
2.4) Website â€“ Website is the digital representation of the corporate. It acts as a brand outlet in the digital domain.
2.5) Intrinsic Design â€“ The office interiors also signify corporate identity. It reveals a lot of company information such as the way of working, organizational culture, etc.
3.) Corporate Behavior â€“ The ethical code of conduct and Corporate Social Responsibility (CSR) denote the core values and philosophy of the company. Technically, corporate behavior is influenced by social, economic, political, legal, technological, and environmental forces.
Significance of Corporate Identity
An influential corporate identity is imperative in shaping the perceptions and opinions about a company positively. The significance of corporate identity is highlighted as follows-
Brand Distinction â€“ A well-designed corporate identity differentiates a brand from its competitors in the market.
Brand Awareness â€“ The corporate identity conveys the companyâ€™s promises to external and internal audiences.
Boosts Market Presence â€“ A powerful corporate identity allows the company to appear more trustworthy and elevating its market presence.
Build Goodwill or Reputation â€“ A persistent corporate identity, along with efficient services, increases the customer trust in the company and builds goodwill over time.
Increase Customer Loyalty â€“ Maintaining a corporate identity continually abiding by the values, ethics, and objectives of the company fosters customer connections and grow business loyalty.
Examples of Corporate Identity
The notable examples of corporate identity are as follows:
Apple â€“ The unique tagline of Apple is a vital element of its corporate identity. The slogan of the company, “think different,” focuses on this tagline. Apple ensures to convey the same corporate message with all its business offerings. Since 2008, Apple also serves the community by offering educational schemes to more than 3.6 million vendors. It helps Apple in maintaining a profound corporate identity through the appropriate use of corporate identity components.
Starbucks â€“ The tasty, high-quality, and premium coffee of Starbucks is renowned across the globe. Apart from it, the consistent ambiance within its stores, corporate commitments, and brand design make it more trustworthy and reputable. Starbucks has been contributing to help farmers and provide job opportunities to refugees. Considering its serious efforts, Starbucks has become one of the sought-after coffee chains across the globe.
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