Your business’ corporate identity is the cohesive group of items that creates recognition in the minds of your target market. This identity is formed from the marketing strategies employed which include primarily the logo, the tagline and the character of the company.
The corporate identity is the face of the company. It introduces the clients to the products and services and serves as a tool for recognition of your business. The crispness of your logo and how well it stands out from the many logos in your market will help determine just how high your business will climb, or how low it can slip if it is not done right. A simple, well designed logo attracts attention. A well designed logo, a tagline and a character or tune create a corporate identity that consumers recognize and trust.
First and foremost, a well designed corporate identity displays the quality of the company. It takes a simple design and a few colors to really speak to individuality. When designed properly, that individuality of your company shines through and creates a unique sense of the company in the minds of customers. A simple statement like, “Get a Piece of the Rock”, plus the simple design depicting the rock of Gibraltar brings to mind the Prudential Company. Their corporate identity is well known and the company trusted by the loyal millions who use their company for insurance purposes the world over.
Customer recognition comes in many forms. Customers recognize logos at a glance, tunes as simple chords and taglines with just a word or two. Sometimes upon hearing the name of a company the consumer will call to mind the sights and sounds associated with the company. The colors of the Pepsi logo, the Energizer bunny, the Nike ‘swoosh’, the phrase ‘Built Ford Tough’ and the Intel tune all come to mind upon reading the names of the company. This type of branding creates customer loyalty due to simple recognition.