A corporate brand identity or corporate image is the way in which a corporation, firm or business portrays themselves to the public (such as customers and investors as well as employees). The concept of corporate brand identity is similar to what we refer to when we talk about our own identity, in other words, the specifics which differentiate us from others. It is our personality as well as character which maintains our individuality. We express this through how we behave, speak as well as even what we wear.
In a fast-paced and highly competitive world, where the consumer has numerous options available to them – a business needs a strategy in order to establish a solid corporate brand identity in the marketplace. There are strong reasons in order to believe that the right corporate brand identity assists with achieving this business objective.
How To Build A Corporate Persona
When we first meet a person, it is the initial impression which has the most impact. We have the tendency to gather cues from what we see and feel. We interpret our observations in order to form our opinion about the individual. This is also how we treat products as well as companies. In order to stand out from its competitors, every organisation needs to have a good brand image so that they can create a niche in the client’s mind by having a unique, pleasing appearance and identity.
A Corporate Brand Identity Generates Consumer Loyalty
The uniform design of a corporate identity, in accordance with the objectives set for the organisation, uphold and reflect the belief system, culture, principles, future ambitions, or visionary goals of the company. Customers who find this to be consistent with their philosophy and liking, feel connected to this image and – as a result – are more likely to develop loyalty to the business.
Helps To Increase Business
Personal experiences with a corporate brand identity influence consumers and their purchasing decisions. A corporate brand identity with a strong and positive impact creates a favourable mental image of the company in a consumer’s mind. A strategically planned identity gives a good return in terms of referrals and repeat business.
Different Types of Corporate Brand Identity
- Monolithic Identities – Are associated with organisations where the whole company uses the same visual style and logo. Everything in the identity mix is exactly the same for all products as well as divisions, with perhaps some slight variation. The parent company is instantly recognised.
- Endorsed Identity – Is associated with organisations whose subsidiaries have their own unique style and distinction however the parent company is still visible in the background.
A Branded Identity – Might be seen as the opposite of monolithic. Here, the organisation has a number of brands or products, and it is nearly impossible to know who the parent company is.
If you want to learn more about corporate branding and how to build a great brand for your organisation then you should really do our Brand Management Course. For more information, please follow this link.
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