CORPORATE IDENTITIES

Introduction
A corporate identity is the sum of all tangible and intangible traits of a company. It includes the beliefs, values, interests, physical features and ancestry that make a company unique. When a corporate identity is visually and graphically represented, it takes on the characteristics, both external and internal, that define the company. The identity should be applied to the company's name, logo, letterhead system, products, packaging, signage and marketing collateral. Well managed and executed identity programs can be a company's most powerful and reliable communications tool. The design, tone and appearance of an identity system need to reflect the image of the company as well as appeal emotionally to its audience. It needs to engage its viewers and easily linger in their memories.

An identity program should also overflow into a company's surroundings. Customers who visit a company's workplace or retail environment can be greatly influenced by what they see and feel. Objects, such as furniture, art, carpet, etc. tangibly express the essence of a company's personality and identity.

Corporate Identities vs. Brands
A corporate identity should not be confused with a brand or the process of branding. A brand is like a promise. That promise can root itself in the corporation or in the product the corporation produces. The branding process involves the naming and marketing of a company or product. What brands and identities have in common is that they both have the potential to create very strong bonds with consumers. Consistency, satisfaction and quality are the top three pledges that create that bond. Strategic, intelligent branding increases the overall impact of a company's corporate identity, and product and service offerings.

Leveraging Brand Equity
There are three common means of leveraging brand equity. The first is to associate it with quality products. The second is to borrow it from other, high profile brands. For instance, Diet Coke leverages its brand from Coke. Paul Newman's lines of popcorn and salad dressings are leveraged from the equity established in his name. The third means of leveraging brand equity is to buy it through acquisition or purchasing of licenses.

Strategies
There are many options for building powerful corporate identity and brand strategies, and there are many pitfalls. The lack of a financial and operational commitment is the most common. And the need to plan a research program is commonly ignored. Corporate identity development is a broad-based discipline which involve management, communications and behavior, as well as design issues of different kinds. The truth is, few organizations have an in-house department prepared to conduct the research, define and design the identity, and develop and implement the identity programs. Consequently, one of these essential components is either overlooked, underfunded or abandoned.

An organization in need of a new or updated identity, should assemble an internal team, committed to the project, with available time to interact with its design and communications consultants.

Development and Implementation
The process for creating, launching and sustaining an identity program can be broken down into four steps.

The first step is to investigate. A company should conduct marketplace research, interviews, focus groups, surveys, etc. The interviews should be informal as well as confidential. During this step, it is vital to clarify the corporation's mission and vision. Are they based on what is achievable or on personal ambition? Each individual perception and opinion should confirm the others and as a whole. Often, a new vision will emerge. Once the feedback is analyzed, recommendations are presented in the form of a design brief.

The second step is to outline the design idea. This includes gathering information about what communications program will be developed. Companies should be able to answer, What is the message the communications program is meant to convey? What type of visual style traditional, modern, warm, technical, etc. do we want to project? How is this organization perceived by the different groups with whom it deals? Why is it perceived this way? How can this new identity help achieve the organization's vision?

The third step is to work out the final program. Once the communications program is defined, a presentation of initial designs are presented. Typically, the creation of the organization's corporate identity is the first to be tackled. At this stage, the organization's corporate vision serves as the foundation upon which the identity is built. Logos, type fonts, colors, paper stock, paper weight, etc. should all underline the vision. The communications program can cover a vast area of visual and non visual elements in office decor, business collateral, business systems, direct mail, phone messages, Web site, etc. Thoughtful, strategic design decisions made during this stage should serve as a good base for all marketing and sales communications.

The fourth step is to launch, implement and manage the new identity program. Most organizations do not understand the concept of managing an identity. It is, however, extremely important. The graphic design elements provide a foundation upon which the communication elements rest. Every identity program, whether large or small, should be accompanied by a manual and graphic standards documenting every application of the program.

©2001 Johnson Design & Etc