CORPORATE

IDENTITY
Module I

Ms. Veena Tripathi

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 Corporate Identity
 In marketing, a corporate identity is the "persona" of a
corporation which is designed to accord with and facilitate
the attainment of business objectives. It is usually visibly
manifested by way of branding and the use of trademarks

 Corporate Identity is how a corporation, company or

organization expresses itself visually.
- Product advertising
- Job interview
 Corporate Identity must be informed and driven by
- Clear Vision / Mission/ BHAG
- Set of values

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 You must know what the Company stands for
-professionally managed
-proven processes / structures

 Many companies, such as McDonald's have their own identity

that runs through all of their products and merchandise.
The trademark "M" logo and the yellow and red appears
consistently throughout the McDonald's packaging and
advertisements. Many companies pay large amounts of
money for the research, design and execution involved in
creating an identity that is extremely distinguishable and
appealing to the company's target audience.

 Corporate Identity is the reality of the tangible points of public

contact eg.. The buildings, vehicles, uniforms, business forms
etc
-DIFFERENTIATION
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MARKET CAPITALISATION
Market Capitalisation Brand

Reputation

IP The above would also

be affected by other
variables including:
Customers
•Macroeconomic
Employees factors
•Shareholder
Innovation sentiment

Organisational •Market speculation

structure
Book value ___________ $

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 What the Customer Gets

Pr erv
er y

e- ice
s
Level of

sa s
iv

le
quality
Del
Brand

s
identity
Features
What the

Credit
Image Customer
Wants
Bac ices
serv
k-of

Packaging Associated
fice

services

y
nt
ra
ar
W
Installation

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Corporate Branding
 Corporate branding refers to a company
applying its name to a product. The product
and the company name become the brand
name. The company can advertise several of
its products under a single brand name in a
practice referred to as family branding or
umbrella branding.

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 Corporate Branding with a successfully marketed
product, a company can familiarize consumers with
its products and may create brand loyalty. If the
public likes one product from this company, then
they may seek out the brand name when buying
other products.
 Corporate Branding represents a level of quality that
they have come to expect from the company
corporate branding represents a level of quality that
they have come to expect from the company

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Essentials of Corporate Brand
 A corporate brand should be easy to recognize
and attract attention.
 It should also be legally protectable and suggest
the company or product image.
 Ideally, the brand should be easy to pronounce
and easy to remember. A premier brand product
typically costs more to purchase than an
economy brand. Consumers are paying for the
name and the quality of product that name
guarantees.

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CORPORATE IDENTITY
Corporate identity is often viewed as being
composed of three parts:
 Corporate design (logos, uniforms, corporate
colours etc.)
 Corporate communication (advertising, public
relations, information, etc.)
 Corporate behavior (internal values, norms,
etc.)

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 Array of Visual Language

- one or more typefaces

- colour palette
- use of photography
- illustrations
- layout style
- font of written language

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 Influences every manifestation of
organization:

- letterhead
- paintings in offices
- uniforms

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Corporate Identity Mix
 CI is the prime interface between an organization
and its key audiences

- annual report, website

- advertising communications
- staff communications
- architecture & interior design
- uniforms, signages
- product design & packaging

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Some Examples of Corporate Identity
Reflected Through Logo’s

If you look at the center of this logo, you can see two people enjoying a
Tostito chip with a bowl of salsa. This logo conveys an idea of people
connecting with each other.

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Unity with Variety in a Visual Identity

 Continuity must be established among the various designs

in a visual identity.
 There must be a “family resemblance” among the designs.

Visual identity and graphics program 14

Design firm: Vignelli Associates
Designers identify the essence of the
company and turn it into a concept backed by
strong visuals symbols and logos.

Sony Vaio is a well known brand of laptops. But did you know that
the name Vaio logo also had a hidden meaning? Well, the first two
letters represent the basic analogue signal. The last two letters
look like a 1 and 0, representing the digital signal.

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LOGOS
 Symbols, shapes and colours have conscious and
unconscious meanings

 Easy recognition
 Distinctive
 Memorable
 Reducible (business card)
 Black & white and colour
 Symbolic

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Carrefour is one of the biggest
European retailers, and its also
French for crossroads. The logo
symbolizes this word via two
opposite arrows. They also
added the first letter of the
name, because if you look
closely you'll see the letter C in
the negative space between the
two arrows.

The old logo of Baskin

Robbins had the number 31
with an arc above it. The new
logo took this idea to the next
level. The pink parts of the BR
still form the number 31, a
reference to the 31 flavors.
Toblerone is a chocolate-company
from Bern , Switzerland . Bern is
sometimes called The City Of
Bears . They have incorporated this
idea in the Toblerone logo, because
if you look closely, you'll see the
silhouette of a bear.

The Milwaukee Brewers is a

professional baseball team
from Milwaukee , Wisconsin
(well, duh). Their logo is
actually made up of the letters
M (on top) and B (below the
m). These two letters also
form a baseball
Logo as Key
of Visual Identity
 In any visual identity,
it is the logo that is
the cornerstone.
 For Compu
Soluciones,
Ideograma created
"the rings of the
solutions,” a symbol
that represents the
company’s four areas Corporate Identity
Design firm: Ideograma
of business.
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CASE
UK design consultancy
designed a new logo for Saudi
Arabian Airlines.

Golden palm trees, crossed

Arabian swords and a crescent
moon.

Westerners thought it to be
suitably upmarket and regal
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 Wrong type of palm trees
(Saudi no. 2 producer of dates)
 Wrong type of sword
(traditional Saudi sword is fighting sword)
 Wrong moon
(new moon signifies new beginning, old
moon suggests the end)
 Wrong colour
(used cream colour representing hot barren
sand, Saudis like to irrigate their land – green)

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Stages in CI Management
 Gain board level support

 Assess current situation and determine ideal

image

 Brief and select designer

 Develop design concepts

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 Select, research and test concepts

 Explain internally

 Implement launch and maintain

 Review and update

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Corporate Visual Identity
 The definition of the Corporate Visual Identity
Management in short
 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.
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Color Palette
 An appropriate and distinguishing color palette is
crucial to making a visual identity memorable.

Corporate Identity
Design firm: Shira Shecter Studio 25
Visitor Experience
 An effective visual identity can enhance the user’s experience.

Identity
Design firm: Pentagram
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CI Manual
 Specify exactly Pantene colour, typeface,
positioning of symbols

 Standardization
 Consistency
 Cohesive approach
 Police usage

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Graphics Standard Manual
 Most designers prepare
a graphics standard
manual that guides the
client in the use of the
identity detailing the
use of the logo, colors,
and other graphics and
imagery.

Graphic standards manual 28

Design firm: Danne & Blackburn Inc.
 E bay CI Manual

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Audience
 When designing a visual identity, you must know your
audience.
Levi’s SilverTab Jeans is aimed at a young audience.

Graphic Identity and

Graphics Program
Design firm: Michael
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Mabry
 In early 1980s AT&T gave its repair people
dress shirts and ties. Renamed them as
‘System Technicians’.

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Summary
 A visual identity is the visual and verbal articulation
of a brand or group including all pertinent design
applications, such as, letterhead, business card, and
packaging, among many other possible applications.
 The most common applications of any visual identity
include the logo, letterhead, and other related
business correspondence.
 Continuity must be established among the various
designs in a visual identity.

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Corporate Image
Is a perception.

Sum of people’s perceptions of an

organization. Created through all senses:
sight, sound, touch, smell, taste and feelings
experienced through product usage,
customer service, commercial environment
and corporate communications.

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Corporate image embraces everything from
visual impression of a corporate logo,
letterhead, uniform, leaflet or advertisement,
aroma in a shop, reception, canteen or
offices, soft carpet, attractive wallpaper, air-
conditioning etc

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 IMAGE FORMATION

Communications Communities
Attitude &
behaviour of
Quality of
employees
goods &
services
Corporate
Organisation Image Experience
Structure &
Culture

Financial Corporate
Performance Social
Physical
Responsibility
Environment 35
 Products / services (product quality and
customer care)
 Behaviours and attitudes (social
responsibility, corporate citizenship, ethical
behaviour, community affairs)
 Environments
 Communications (advertising, PR, brochures,
personal communications)

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Advantages of good Corporate Image

 Improve Sales
 Support New Product Development
 Strengthen Financial Relations
 Harmonize Employee Relations
 Boost Recruitment
 Manage Crisis

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REPUTATION
 Corporate image can be created, but
Reputation must be earned

 Reputation is the sum values that

stakeholders’ attribute to a Company, based
on their perception and interpretation of the
image the Company communicates over time

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 Reputation is a collective term referring to all
stakeholders’ views of corporate reputation,
including identity and image.
- Prof Gary Davies,
Manchester Business School

Reputation = Experience - Expectations

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From Identity to Image to
Reputation

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INTELLECTUAL CAPITAL

MARKET VALUE

Market Value

Financial Intellectual
Capital Capital

Human Structural
Capital Capital

Customer Organisational
Capital Capital
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 INTANGIBLES

Welcome to the world of intellectual capital

 Human capital
 Structural and organisational capital
 Customer or stakeholder capital

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 HOW TO DEVELOP
A REPUTATION
 Quality of Products and Services
 Passion for Brand
 Customer Relationship Marketing
 Strong Corporate Governance and Compliance
 Integrated Risk and Issue Management
 Crisis Planning
 Corporate Responsibility (CR)
 Strong Brand Values, Experience and Communications
 Organisational Culture and Structure
 Contract Fulfilment
 Business Presentation and Conferences

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 HOW TO DEVELOP
A REPUTATION
 Customer facing Staff
 Innovation
 Vision and Leadership by CEO
 Investor Relations and Public Affairs
 Intelligence Gathering
 Developing Media Profile
 Adaptive and ability to Reinvent
 Community Relations
 CEO’s Reputation
 Core Competencies
 Establishing Networks and Alliances
 Understand the Market
 Develop Brand Experience: “Moments of Truth”
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 HOW TO DEVELOP
A REPUTATION
 Clear Strategies and Resources
 Learning from Other’s Mistakes
 Listening to Customers’ Opinions
 Audit and Assurance
 Measuring and Evaluation
 IP Protection
 Stakeholder Analysis, Mapping and Engagement
 Deliver on Customer Promise
 Think Global, act Local
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A REPUTATION PLAN

CEO leadership and senior management commitment

Communication audit

Frame your corporate communicational structure

Implementing programme and resources

Maintaining and evaluating

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BUILDING RELATIONS
 Creating, maintaining and enhancing long term
relationships with individual customers as well
as other stakeholders for mutual benefit.
 Public Relations is the management function
that establishes and maintains mutually
beneficial relationships between an organization
and the publics on whom its success or failure
depends.

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Types of Public Relations
Activities
Public
PublicAffairs
Affairs&&
Issues
IssuesManagement
Management

Managing
a PR
Crisis
Crisis Program Image
Image&&Reputation
Reputation
Management
Management Begins Management
Management
With a
Plan

Relationship
Relationship
Management
Management 48
How to Measure PR Effectiveness
 The following are common types of evaluation used in
public relations:
 Output (What goes out)
 Production: number of PR products generated.
 Distribution: number of media outlets receiving PR products.
 Coverage: column inches, seconds, or minutes of air time.
 Impressions: media placements x circulation or broadcast
reach.
 Advertising value: equivalent ad costs for time or space.
 Systematic content analysis: positive or negative slant, key
messages, sources, prominence.
 Outcome (Effect on the audience)
 Goals/ objectives achievement: surveys, focus groups, PR
product testing. 49
Additional Means for Measuring
PR’s Effectiveness

Personal observation and reaction

Matching objectives and results

The team approach

Management by objectives

Public opinion and surveys

Audits 50
MKTG COMMUNICATIONS TOOLS
 Selling
 Advertising
 Sales Promotion
 Direct Marketing
 Publicity & Public Relations
 Sponsorship
 Exhibitions
 E-marketing
 Packaging
 Point of Sale & Merchandising
 Word of Mouth
 Corporate Identity / Corporate Image
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IMAGE vs REPUTATION
IMAGE REPUTATION

Is built Is earned

Is a cost Is an asset

Is fast Is careful

Is opportunistic industrious

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TOOLS
IMAGE REPUTATION

Advertising Corporate Social

Responsibility
Promotions Strategic sponsorships

Direct mail Media outreach

Competitions Internal communications

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