Steps To Take When Developing a Corporate Identity

Developing a corporate identity is very important since it allows a company to be seen consistently across all channels. The identity can be used as the basis for consumer branding. It can drive decision-making to ensure the business consistently follows a set of specific goals and core values. It also provides an added level of trust and confidence when it comes to employees, other businesses and vendors. Designing an identity involves a few basic steps.

Create a Logo and Visual Brand

The most prominent parts of a corporate identity are the visual elements. Some time should be taken to develop a strong custom logo that speaks to the business and the larger industry. The logo should be versatile and somewhat simple so that it can be reproduced across many different mediums from websites to promotional products and letterheads. It will also help to establish the exact colors that are used in the logo so that they can be precisely replicated later when printing marketing materials.

Establish Core Principles and Goals

A large portion of corporate identity has to do with how the business acts and operates. The core principles of the business should be developed and then codified in writing. The same should be done of some general goals of the business such as helping the environment or giving back to the community. Businesses can even include ideas and concepts that every employee should strive towards while working. This will create a distinct identity for the company.

Research Competitors

It is necessary to research competitors when developing a corporate identity. There is always a risk that a competing company is somewhere in the country with a very similar name, logo or brand. It will help to check companies outside the industry to see if there is anything too similar. Developing an identity, brand and logo that is similar to another company will lead to brand confusion. This can cause consumers to mistakenly attribute the actions or products of one company to another.

Survey Previous Customers

Companies that have already been in business for a time should survey previous customers. The survey should ask simple questions in order to determine exactly how customers already perceive the business. The results can be used to refine a corporate identity in order to better align with strongly positive consumer perceptions. Surveys can also reveal areas where the identity might need to be clarified or changed completely.

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