The importance of Corporate Identity

The importance of Corporate Identity

Because it is a reflection of all the personal or collective characteristics that differentiate the brand.

There are many terms when talking about a brand and its image. Some of the most recurrent terms in the creation of a business are: corporate identity, graphic identity, visual identity, brand image, branding, identity manual, etc.

Although at first glance they may seem similar, it is necessary to know each word and differentiate their meaning.

WHAT CORPORATE IDENTITY IS:

Identity is the set of personal or collective characteristics that differentiate a company from others. Likewise, corporate identity is composed of all those sets of characteristics and values that distinguish and define the brand, generating a visual representation in the eyes of consumers.

The components of corporate identity:

Thus, the corporate identity or brand identity of a company is made up of the set of tangible and intangible elements of a visual nature, which express the personality and values of the brand, the main ones usually being:
The naming, the name by which the brand is known, which should be clear, pronounceable and memorable if possible.
The brand logo, isotype or other symbols, is the graphic symbol that defines and identifies a company, product, project or entity through its symbols.
The slogan, a brief and original phrase used by the brand that defines its values or objectives, in the case of Nike for example: Just do it.
A chromatic range, the corporate colours of the company, the blue and yellow of Ikea for example, or the maroon of pilexil®.
Typography, essential to communicate the brand identity, as it has the capacity to transmit one message or another through the letters, greater sophistication or more simplicity. There are sectors that have a similar style of typefaces, such as the fashion sector with typefaces in a more Sarif style.
The tone, as a communication tool, the way in which you address the user defines the style of the brand, some examples could be the telephone company O2 with the message “be more of a dog” or Apple with the message “Think different”.
The brochure, diptychs, triptychs… the printed brochures that are used as offline communication media.

Brand identity goes beyond the simple appearance of the business, being a key aspect for the development of the brand regardless of the size of the company. The set of these elements together form the corporate identity, i.e. the set of graphic characteristics that transmit values or an image, offering a differentiating value compared to the competition.

The image must be solid, coherent and generate confidence in both potential users and customers of the brand.

Identity seeks to respond to:

How does the company see itself, how does it want to be seen by the public, and how is it recognised and remembered by the public? And how is it recognised and remembered by the public?

The difference between brand, branding and brand identity or corporate identity:

The brand is the tangible and intangible perception that people have of the company.

Branding, on the other hand, is all the marketing actions that are carried out with the aim of developing and positioning the brand.

And corporate identity is all the elements of the brand that transmit the brand philosophy.

You can also learn more about branding here.

The importance of a good corporate identity:

A good corporate identity is a reflection of a good business, creating a strong corporate identity for the company helps consumers to memorise and remember the product or service you offer. With a well-defined brand it is easier to differentiate yourself from competitors.

With a good brand identity, the company can present itself to the market as it wishes, creating an advantage over the competition. In addition, if there is a good strategy and implementation, the prices charged by the company can be higher, as long as the visual identity is better than that of the competitors. Thus, consumers would be willing to pay more for the perceived aspects of the brand.

Do you already have a consolidated corporate identity?