Source: sun.ac What is Corporate Identity? Corporate identity is often seen as a collection of visual elements, which are used in various applications to promote the image of an organisation. Originally, it was synonymous with organisational nomenclature, logos, the housestyle and visual elements, but in time visual identity and corporate strategy have become inextricably linked. Some marketing specialists regard corporate identity as the core of an organsations existence, made up of its history, beliefs, philosophy, technology, people, its ethical and cultural values and strategies. Corporate identity also helps determine the positioning of an organisation in terms of its markets and competitors. Corporate identity: not easy to define Academics and marketing consultants concur that corporate identity is not that easy to define. Instead of compiling a definition, academics from the Strathclyde, Erasmus and Harvard Business Schools and leading consultants developed the Strathclyde statement which articulates the multi-disciplinary nature of corporate identity: Every organisation has an identity. It articulates the corporate ethos, aims and values and presents a sense of individuality that can help to differentiate the organisation within its competitive environment. When well managed, corporate identity can be a powerful means of integrating the many disciplines and activities essential to an organisations success. It can also provide the visual cohesion necessary to ensure that all corporate communications are coherent with each other and result in an image consistent with the organisations ethos and character. By effectively managing its corporate identity an organisation can build understanding and commitment among its diverse stakeholders. This can be manifested in an ability to attract and retain customers and employees, achieve strategic alliances, gain the support of financial markets and generate a sense of direction and purpose. Corporate identity is a strategic issue. Corporate identity differs from traditional brand marketing since it is concerned with all of an organisations stakeholders and the multi-faceted way in which an organisation communicates.
Posted on: Fri, 07 Nov 2014 18:29:49 +0000