Each person tries to be different from others, for this, people make hairstyles, choose clothes, make out the space surrounding them. Companies also need to have their own “face” and therefore they are developing a corporate identity, that is, a certain visual image of the organization. Firms need consumers to be able to somehow distinguish them from each other, customers need help in choosing a product, and for all this they also need “their own face”. In this article we will talk about why we need it and what is included in the corporate identity of the company, what are the stages of its development and show examples of the best styles.
Corporate Identity History
The first attempts to give different products a personal character, to indicate the manufacturer were made in ancient times. Even on antique amphoras made in the VI century BC. e., special tags were discovered pointing to the master who made them. Already in those days, artisans felt the need to identify their creations. In the Middle Ages, the coats of arms and flags of the feudal lords, which were placed on everything related to the ruler, were the analogue of the corporate style. In the same period, trade symbolism appears: merchants on their signboards place semblance of emblems and even some slogans - prototypes of modern slogans. In the modern sense, the first development of the corporate identity of the company belongs to the AEG concern, which is engaged in the production of household appliances. The artist Peter Behrens created for the company not only a logo, but also product images, projects for the design of pavilions, packaging, documents, uniforms. This led to a breakthrough growth in company sales. Behrens' approach has become a kind of standard for corporate identity developers.
Corporate identity concept
Companies should stand out from their competitors, and corporate identity helps them in this. In general terms, this term refers to a set of visual elements that distinguish an organization from the market. Style is what distinguishes an enterprise, makes it unique. Recently, the term “identity” has come into the vocabulary of marketers, coming from the West. It is used as a synonym for the concept of “corporate identity”, although there is a serious difference between these concepts in Western practice. Identity is understood as corporate identity, visualization of all brand communications. This term contains not only the idea of the need for certain visual characteristics of the company, but also an understanding of the visual image as a means of communication with various audiences. Through this image, the manufacturer talks about his values, mission, positioning. In this sense, corporate identity is just one of the components of an identity. However, in domestic practice, these concepts are synonymous and Russian marketers do not refuse the term “corporate identity”, but fill it with the meaning of identity. Thus, the development of the corporate identity of a company or its identity is not limited to the stage of development of design decisions, but becomes a broader and multi-aspect process.
Corporate Identity Features
The formation of marketing communications in Russia is still ongoing, so one can often hear, for example, the following question: "Why the corporate identity of a construction company or a bath complex?" The answer is the same as in the case of all enterprises in any industry:
- For company identification. Corporate identity allows target audiences to recognize the organization, its products and messages.
- For differentiation. Identity allows the consumer to recognize the company's products and messages among similar ones. Corporate identity helps representatives of target audiences navigate the mass of goods and make choices easier.
- To create and maintain a favorable image of the company. Corporate identity helps to shape the desired image in the perception of target audiences. A positive image of the organization is transferred to its products and contributes not only to increasing the prestige and status of the company, but also to increasing profits.
But in addition, a recognizable corporate identity reduces the cost of developing marketing communications, helps to strengthen the corporate spirit within the organization, and builds consumer confidence. Thus, identity is the basis of the company's communication policy , its semantic core, and not just a set of visual signs.
Corporate culture and corporate identity
Since identity is a visual expression of a company's mission and values, it is directly related to corporate culture. The development of the company's trademark and corporate identity contributes to the fact that employees perceive their place of work as prestigious, stable, important. And this, in turn, leads to an increase in labor productivity, an improvement in the quality of manufactured goods and offered services. In a company with a prestigious, recognizable corporate identity, highly qualified specialists want to work, and this contributes to the growth and development of the enterprise.
Key elements of corporate identity
Since identity is a semantic association of all marketing communications of an enterprise, it is advisable to think about its creation even at the stage of creating an organization. Developing a corporate identity from scratch is an opportunity to put the right messages into it from the very beginning. The set of corporate identity elements may differ from one enterprise to another, but in the broadest sense, it includes:
- Trademark. This can be a sign identifying the product, as well as the registered name of the company.
- Logo. This is a unique mark of the name of a product, brand or company, it is a graphic sign that contributes to the recognition and recognition of the designated object. Ideas for the logo are not invented, but are drawn from the specifics of the company.
- Color schemes. Corporate color is very important for the memorability of messages and identity elements. Since the color is deeply symbolic and emotional, its selection requires special care.
- Tagline. The company should have a short slogan expressing its mission and values verbally.
- Font. It is important not only what is written, but also how it is written.
- Brand block. An established combination of several identity elements.
- Sound sign. It can be a melody, noise, a set of sounds. For example, everyone’s familiar musical phrase from the New Year’s ad for Coca-Cola.
- Brand character. The hero perfectly embodies the values and unique features of the company or product. For example, the cat Matroskin in the corporate identity of the Prostokvashino brand.
- Letterhead. Documents are necessary for conducting paperwork and it is desirable that they be easily identified. This is facilitated by letterhead.
Professional development of corporate identity design should begin with the formulation of meaning and ideas. And already proceeding from it and from the specifics of the organization, the visual part of the identity is being developed.
Logo as the core of corporate identity
The basis of the identity is precisely the mark of the name. The logo must meet several important requirements, it must be: original, as simple as possible, but not primitive, recognizable, harmonious, associative. It should cause a given set of emotions and meanings among the target audience, be easily decoded and recognized. Finding ideas for a logo is no easy task. That is why professionals should be involved in the development of the mark. They are able to find the right image for the embodiment of the essence of the company.
Corporate Identity Media
The development of the corporate identity of a company is necessary in order for its elements to be placed on different objects and advertising materials. The main carriers of corporate identity are:
- all advertising and communication products of the company: leaflets, booklets, posters, commercials and layouts, packaging, labels;
- company documents, including envelopes for sending it;
- corporate site and pages on social networks;
- souvenir products (calendars, diaries, notebooks, key rings, etc.);
- staff uniform;
- interior and company building.
Corporate identity development steps
Identity development is a creative process and is not subject to complete algorithmization. But there is an approximate sequence of actions that all agencies adhere to one degree or another. Therefore, when the question arises of how to create a corporate identity of a company and what needs to be done, you can use this scheme:
Stage 1. Analysis of the company in order to identify its specifics, values, goals, called associations.
Stage 2. Choice of the essential idea of positioning the company as a basic core for identity.
Stage 3. Formulation of the concept of corporate identity.
Stage 4. Development of technical specifications for the development of the planned elements of corporate identity.
Stage 5. Development of identity elements.
Stage 6. Creating a brand book.
Step 7. Registration of corporate identity to protect it from copying.
Brand book
You need to understand that the development of corporate identity design is only part of the necessary work. In order for the created style to be correctly implemented and applied, it is necessary to create a single document regulating this process. This corporate document is called a brand book. It describes the mission and goals of the company, formulates brand positioning. An important part of the brand book is the guideline - these are the rules and instructions on the use of visual identity elements. Here are prescribed the conditions for placing parts of the corporate identity on different media, the rules for their layout, use for placement on documents, clothes, in interiors and exteriors.
Corporate identity implementation
The stage of developing a corporate identity of a company is only the first part on a long way of forming the image of a company. Further work with it is called the implementation phase. It begins with work with company employees, staff. In their perception, values and visual images of corporate identity should be fixed. Further, all documents emanating from the company, souvenir products, goods must become carriers of the identity. There should not be a single important subject that affects the perception of the organization, without branding. At this stage, signs, souvenir products are created, vehicles, uniforms, websites, advertising products are branded. Some large organizations conduct special communication campaigns to introduce elements of corporate identity into the memory and perception of target audiences.
Identity Examples
An important factor in the success of the enterprise is the corporate identity of the company. We find examples of effective work on developing identity on a daily basis in our daily lives. Brands, service companies, retailers are successfully introducing their visual images into the perception of consumers.
The classic examples of successful corporate identity are companies:
- "Ikea."
- Starbucks.
- Beeline.
Each of the above examples is built around an understandable, unique idea, and a corporate identity is already being built around it.