Branding - Corporate Identity Strategies Examined
Article on importance and effect of corporate branding and what it means to a company.
However, it would be a mistake to think that the corporate identity simply referred to easily observable artifacts such as the logo or even the name of the company, although branding and logo design are certainly essential elements of any quality corporate identity. Rather, the corporate identity, when examined, is found to consist of virtually every artifact presented by the company through which potential clients may interact with the company.
These artifacts may include the marketing materials released by the company, the online reputation of the company, and even the ways in which the company's personnel reach out to interested clients and vendors. A thorough examination of corporate identity suggests that every touch point through which a company and client can interact should be made as positive and effective as possible.
Of course, it is not possible to build a corporate identity except through sustained effort over time. The process can be sped up, however, through marketing materials that have been designed along with well planned symbols or logos so the perspective of a potential consumer can be guided toward viewing your company in a positive light. Your corporate identity is the single most important element that results in the ability of consumers to identify and understand what you do or what you sell. As a result, it is to your advantage to make the design of your corporate identity as unique, distinct, memorable, noticeable, and symbolic as possible of what your organization truly stands for.
The golden arches of McDonald's are a classic example of the power of a corporate identity forged from intelligent logo design, powerful branding, and relentless marketing. Children too young to speak, read, or write can identify the golden arches in symbolic terms as a representation of fast food. Millions of people around the world know precisely what the golden arches mean when they see them, regardless of their levels of personal experience with the global fast food chain.
For several decades now, the McDonald's symbol has cultivated an iconic following due to the powerful corporate identity design they established within the minds of the public. Just about every other logo that has penetrated the public consciousness is similar in this respect; if you can get your corporate identity to become this deeply embedded in the minds of the general population, then what you do or sell quite honestly sells itself.
However, it is important to keep in mind that the corporate identity of any successful company is not simply about an effective and well designed logo, although this is certainly an important and necessary component. One must also identify with a company's identity on a personal and emotional level.
Specifically, the corporate identity must be easily recognized by the average person across a range of media, from newspapers to fliers to billboards to television commercials. Second, the identity must be easy to remember; if it is too complex, it will only be treasured by its designers, and it will not stick in the minds of the people who were supposed to appreciate it. Finally, the corporate image that is successful must also be saturated throughout its target markets. All of these factors, when combined, lead to a corporate identity that can persevere in the midst of the fiercest competition.
Article by http://www.auroradesign.com.au