Corporate identity is the image used by a company which is designed to portray the company's identity, aims and objectives. Corporate identity is demonstrated by branding and trademarks. Corporate identities were initiated by the philosophy of the common ownership of organizations. This philosophy is manifested in a distinct corporate culture.
Parts of corporate identity:
Corporate identity has become an important tool for the promotion of corporate culture and companies. It is considered to be composed of the following parts:
- Corporate design (logos, uniforms)
- Corporate communications (advertisements, public relations, information, commercials)
- Corporate behavior (internal values, norms)
Three aspects are particularly important for a successful implementation:
- 1. Affiliation
The company should present itself clearly and straightforwardly, being easy to understand for current and potential future customers, employees, suppliers, the press, and investors.
- 2. Personality
The company should clearly communicate its values and principles so that everybody is aware of them.
- 3. Positioning
The company should develop its products and services on the basis of its identity and should clearly discriminate them from the competition.