All people are perceived as a whole. Appearance, communication and behavior are directly related and give us a clear feeling. The same principle applies to companies and organizations.
The term Corporate Identity (CI) describes the identity of a company. It stands for a uniform corporate appearance both internally and externally. The goal of a corporate identity strategy is to create an independent and unmistakable corporate personality with a high recognition value.
For the integration of a corporate identity we distinguish 3 main areas:
- 1 Corporate Design
- 2 Corporate Communications
- 3 Corporate Behavior
Only an interaction of these components enables a clear and coherent perception of the company - the positive image!
1. Corporate Design
Companies, their products and services are first perceived visually. The layout and design determine the first impression. Design is the visible part of a corporate identity and as such has a very high value for the evaluation of the company!
In addition to the appropriate logo of the company, the color scheme, typography / font and the visual language derived from it also belong to an unmistakable corporate design. On this basis, business papers, trade fair appearances, the design of the website as well as the design of products and packaging are aligned. Even the business premises can be designed according to the corporate design and envelop the viewer in the unmistakable corporate world.
The corporate design may and should basically react flexibly to changes and also be adapted in terms of modernity and spirit of time.
(Grafik: AKI-Kommunikation e.K.)
2. Corporate Communications
Uniform communication with an appropriate tone/language is another important component of corporate identity and is assigned to the area of corporate communication.
Companies can use different communication measures to place strategic messages across all relevant media channels, express values and goals, and decisively influence perception.
All communication measures that have an external impact are considered here, such as press releases and website content, slogans, social media and blog posts, sponsorship measures, newsletters and job advertisements. In addition, all activities with an internal corporate focus are considered, such as communications to employees, employee newsletter and notices, etc.
3. Corporate Behavior
The third crucial pillar of corporate identity is the behavior of the company. How does the company behave towards its stakeholders? In addition to external behavior, i.e., toward customers, suppliers, the media and the public, behavior within the organization also plays a decisive role in shaping corporate behavior. This includes, for example, the way employees are treated and management behavior. In turn, a company's employees shape its corporate behavior by behaving in accordance with certain values.
How does the company behave, for example, in the event of a claim, a complaint or in recruiting?
How does the company react in the area of social media comments or negativ reviews?
The implementation of a corporate identity is an important corporate strategy measure and ensures clear competitive advantages! A corporate identity concept should be well thought out, well planned and strategically implemented.
Artikel verfasst von: BH - 17.11.22