Corporate visual identity plays a significant role in the way an organization presents itself to both internal and external stakeholders. In general terms, a corporate visual identity expresses the values and ambitions of an organization, its business, and its characteristics. A corporate visual identity provides an organisation with visibility and “recognizability”. It is of vital importance that people know that the organization exists and remember its name and core business at the right time. This is where corporate visual identity makes that happen.
Corporate visual identity symbolizes an organization for external stakeholders, and, hence, contributes to its image and reputation. A corporate visual identity expresses the structure of an organization to its external stakeholders, visualizing its coherence as well as the relationships between divisions or units.
Corporate visual identity management involves the planned maintenance, assessment and development of a corporate visual identity as well as associated tools and support, anticipating developments both inside and outside the organization, and engaging employees in applying it, with the objective of contributing to employees’ identification with and appreciation of the organization as well as recognition and appreciation among external stakeholders.
The following four key brand requirements are critical for a successful corporate visual identity strategy.
- Differentiation. In today’s highly competitive market, brands need to have a clear differentiation or reason for being. What they represent needs to be stand apart from others in order to be noticed, make an impression, and to ultimately be preferred.
- Relevance. Brands need to connect to what people care about out in the world. To build demand, they need to understand and fulfill the needs and aspirations of their intended audiences.
- Coherence. To assure credibility with their audiences, brands must be coherent in what they say and do. All the messages, all the marketing communications, all the brand experiences, and all of the product delivery need to hang together and add up to something meaningful.
- Esteem. A brand that is differentiated, relevant and coherent is one that valued by both its internal and external audiences. Esteem is the reputation a brand has earned by executing clearly on both its promised and delivered experience.
Our efforts to manage your corporate visual identity will result in more consistency across your organization.
Establish your Corporate Visual Identity today!