How Corporate Identity Helps Business Objectives

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by: temerity
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Word Count: 545
Date: Sat, 12 Feb 2011 Time: 4:42 AM
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Branding is probably the most important facets of marketing your business successfully. Producing graphical representation if your business to tell people more about you, and build familiarity with your services is crucial to the success of anyone in the corporate marketplace. Having a distinct feel not only paints a picture of what you're about but also gives people a lasting impression and assists them to remember your brand.

Although it may be subtle, building a corporate identity helps tell potential customers "who you are" and "what you do" and "how you will do it" without even using a single word. We are all familiar with the saying 'a picture tells a thousand words' and this is never more true when it comes to branding and logo design. Your corporate image can say a lot about you, therefore it is important to make sure it's done right.

A corporate identity should convey your business objectives and even illustrate the personality of the organisation. As mentioned, it should also create a lasting impression in the viewers mind, so that he relates to it next time he sees that image. If done really well, the company branding may even pop into a persons head when they are not even looking at that. This is fantastic as it increases the likelihood of the person become a customer, without even physically being around your brand.

McDonalds have probably done this better than most other corporations in the world, with their big yellow M, or the golden arches as they are known' being one of the most recognised graphics wherever you go. Its penetration into so many different market places has been amazing, and has its branding to thank for a large part of this success. Maccas have also used very powerful advertising to build their corporate identity.

Running an number of different ads on television with different people, ie. families, little kids, college students, etc, has allowed McDonalds to appeal to a wide range of consumers. They all feel that they can relate to the product. And when they go out for a meal and see McDonalds next to another restaurant that they aren't familiar with, 9 times out of 10 they are going to choose to eat at McDonalds.

This brand awareness is used by all the major corporations through their advertising campaigns. Other companies who successfully put their products in your head and build trust and familiarity are Coca Cola, Target Department Stores, Officeworks, Bunnings Warehouse and Kentucky Fried Chicken.

Their company logo and advertising campaigns are also combined with catchy taglines or jingles, plus special offers that give these businesses a point of difference. Everyone remembers Bunnings Warehouse's claim on tv saying if you find a stocked item cheaper than ours, we'll beat it by 10%. Offering the very lowest prices is a great way to attract consumers.

More subtle phrases such as 'just do it' or 'I'm lovin' it' or 'enjoy Coke' also have strong impact when used with enough repetition. The importance of corporate identity and brand recognition is immense, and if you own a business, you better be utilising some of these tactics.

About the Author

Elliot Dean provides help to build a clients corporate identity alongside his web design services company