What is corporate identity?
The strategic, visual and verbal elements of a corporate brand that define its identity and, when combined, create a relevant and differentiating brand experience.
The elements include, for example, positioning (brand idea, brand story, brand personality), tone of voice and core messages, the logo, imagery, colors and fonts, layout principles and special design elements.
What are characteristics of a good corporate identity?
A good corporate identity translates the business strategy into a tangible brand experience.
It is characterized by consistency, attractiveness, authenticity and relevance. A strong corporate identity consists of a chain of positive experiences and interactions along all branded touchpoints. Ideally, the corporate identity creates an emotional connection between the corporate brand and the customer, increases customer satisfaction, strengthens trust in the brand – and thus promotes brand loyalty.
How to develop a good corporate identity?
To make a corporate brand the leading brand in its segment, a clear, strategy-based brand positioning is required. The positioning forms the basis for the development of the corporate identity: the brand idea and the attributes of the brand personality are translated into visual elements (logo, imagery, colors, typography, animations, secondary design elements, layout, etc.). These design elements interact to create a coherent and intuitive corporate identity that conveys the positioning.
What is the purpose of a good corporate identity?
A corporate identity enables stakeholders to identify with the attributes and values of the corporate brand.
What is the difference between corporate identity and corporate brand experience?
In practice, the two terms are often used synonymously. However, the term corporate identity is increasingly being replaced by the term brand experience. In addition to the actual identity, brand experience also encompasses the external view of the corporate brand, namely the totality of all experiences and interactions that a stakeholder has with a brand, along visual, physical, auditory and olfactory touchpoints. UI/UX (user interfaces / user experience) also play a key role.
What are common mistakes made when developing and implementing a corporate identity?
- Building the corporate identity from an internal perspective (description of the status quo) instead of developing a positioning that describes the position the company wants its brand to occupy in the future – in a credible and relevant way.
- Inconsistency in appearance and messages. Inconsistency affects recognizability and confuses stakeholders.
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