The Corporate Identity


In an accelerated and competitive world, customers have countless consumer alternatives. A company needs a firm corporate identity to position itself solidly in the market.

As with our own name, the way we behave and communicate also makes us unique and differentiates us from others. Under that idea, corporate identity becomes the way in which an organization projects itself to the public and communicates its promise of value to different interest groups.

According to a professor "every time a client, supplier or worker gets in touch with the messages that the company emits - be it directly, through the media or through the social networks - its identity materializes."

For companies and large corporations, small businesses, and even for people who simply administer a service, identity represents a valuable asset. It's what the organization represents, which provides value to the consumer. Corporate identity differentiates one business from others and communicates its objectives, philosophy and values ​​ to the public.

It's also a physical expression of the brand, an extension of the culture shown through the style of communication and behavior that capture the image of the business. In this way, the corporate identity expresses the brand personality , the distinction with respect to the competition.

It can also be taken as a collection of visual components, colors, symbols, words and designs that make up the visual representation of the business. As such, visual identity is one of the dominant elements within corporate identity, as it represents the most visible factor for customers.

These visual components include logos, brands, symbols, fonts, names, slogans, color schemes, stationery design, building decoration and advertisements. Even dress codes and uniforms. They also include support devices such as the company's website, its social media platforms and its card.

What is the importance of corporate identity?

According to a survey of 720 executives, companies with a stronger identity outperformed the others by 25%. Strengthening in this aspect has the following benefits:

Construction of a corporate personality. To stand out from its competitors, each company needs to have a good brand image. That is, create a niche in the client's mind by having a unique and pleasant appearance and identity. Thus the company guarantees that it will be recognized and remembered. A uniform corporate identity can improve customer awareness and increase the competitive advantage of the organization.

Consumer Loyalty The consistent design of a corporate identity maintains and reflects the spirit, culture, principles and long-term objectives of the company. Customers who identify with them will feel connected to that image, becoming more likely to develop a loyalty to the company. New investors may also be attracted.

Commercial improvement Personal experiences with brand identity influence consumers and their purchasing decisions. A strong and positive impact creates a favorable mental image of the business in the client's mind, which results in good performance in terms of references and recurring businesses.

In conclusion, a company that invests in its corporate identity indicates that it's here to stay, conveys that it's serious about being successful, it gives the client a feeling of trust.

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