For many start-up owners and first-time entrepreneurs, building a corporate identity can be quite a challenge. When you’re competing with other big-name brands, how your company is viewed by the general public as well as your competitors will have a huge impact on your brand’s growth and success.
A corporate identity is often associated with business cards, letterheads, and logos. And while a strong design language is relevant to your company’s visual image, a corporate identity is more than that.
A corporate identity about who you are as a company and why you started it in the first place. It may not be easy to obtain, but if you follow the right steps, you can certainly make a name for yourself and your company.
Today we’ll be discussing how you can build a powerful corporate identity that’s instantly recognizable in the eyes of many.
Why is a corporate identity important?
A corporate identity is the embodiment of your business as a whole.
It’s an expression of what your company stands for, what you believe in, what the culture is like, and most importantly, what you bring to the table.
If you can make your presence known in the niche that you’re in, you can draw more interest from your target consumers. The main advantages of building a strong corporate identity are:
- Helps distinguish you from the rest of the competition.
- Makes it easy for your customers to identify you.
- Increases customer engagement and potential sales.
- Provides a sense of culture to the business.
- Improves customer awareness and competitive edge.
Your corporate identity is made up of many different elements and it’s important to know what these are so you can refine it and build your company’s image the way you want it to.
Here are the key 5 elements of a strong corporate identity:
1. A strong vision
It all starts with why you started the company and why someone should care enough to notice it. British-American author Simon Sinek famously said “People don’t buy what you do, they buy why you do it.” What is your vision when you first started your business? Is there more to it than just making money? Or is there a glaring need in your specific niche that you want to address?
Having a deep sense of passion into what you’re doing reflects into the products/services that you’re trying to sell. This means that you can connect more with your customers on a personal level and associate your business as something they can trust.
2. A noteworthy design
All this vision and purpose won’t mean much if you don’t have the visuals to back it up. It all needs to be remodeled into interesting logos and designs that immediately catches the attention of your potential customers.
Think about the big-name brands like Nike and Adidas. These brands are associated with the swoosh logo and the three stripes respectively and when you think about it, these are iconic symbols that most people recognize immediately.
Your logo should represent what your company stands for as a whole. Pay attention to the colours, fonts, and designs and make sure these elements form a coherent message when viewed as a whole.
In this day and age of mobile devices and smartphones, it’s becoming increasingly important for almost all businesses to have a strong social media presence. If you don’t, then you’re basically losing hundreds if not thousands of potential customers.
Facebook, Twitter, and Instagram all provide businesses with powerful marketing tools to increase brand visibility and customer engagement.
A strong social media presence correlates to a strong corporate identity. It may take time and effort, but be patient enough and watch your following grow.
Your online presence, particularly on social media can work well with your offline marketing and branding efforts.
4. A vision for the future.
It takes time to build a corporate identity and as your business grows, you have to make certain changes to keep your company up-to-date. Whether it be updating your logos to a more modern look or creating a product that solves a current need, having a vision for the future is important to building a strong identity. It helps keep you relevant while other companies are falling behind the times.
Take a look at your company and envision yourself where you’ll be 5 years from now. What will your company look like? What new products/services do you have planned for launch? Maintain a strong corporate identity by having a clear vision of your company’s future plans and goals.
5. An ability to be flexible.
You have to think outside the box and offer your customers with something fresh to keep them interested. You can do this by taking a look at your competition and see what everyone else is doing.
If you can create something that’s unique, it’ll be a huge boost to your corporate identity because people are going to associate it with your brand and you’ll be able to overtake your competition.
Keep things interesting by adding new products/services that your competition hasn’t done yet. It also helps to listen to the feedback of your consumers to help address their needs and concerns so you can offer them a much better solution.
Building a strong corporate identity requires a constant need of innovation and adaptation. Be flexible with your plans so you can stay ahead of your peers.
Developing a strong corporate identity is about finding the right balance of playing by the rules and mixing things up. By following these tips, you can blaze your own trail and build a corporate identity that your consumers will instantly recognize.