The business environment is extremely competitive. Thousands of businesses are born and die continually, remaining and showing only a relatively small percentage of them. The reasons why some survive and others cannot be very varied, including the presence of insufficient initial capital, a very small scale projection or the lack of added value that allows the same product to stand out among the competition. .
Another aspect that can keep a business afloat is that it is a cohesive organization, with a clear structure and goals, and that it projects a positive and desirable image to its target audience. And an the prerequisites for this are to have a clear corporate identity.
What is corporate identity?
By corporate identity, we mean all of the characteristics that give a business or business its own personality differentiated from that of other companies.
It is one of the most important elements when it comes to generating a cohesive business because it includes the set of elements that allow employees to be part of a whole, to clarify the objectives of the company. company and generate a clear organizational structure and hierarchy.
Among others, corporate identity provides a framework in which members of the company operate, With a determined action plan and in a manner consistent with what the institution is and does. In other words, it defines what and how things are done in the company, as well as how they are projected outside.
Another of the most relevant aspects from the outside, and which in fact often happens to identify the brand without considering other factors, is the set of visual and physical elements that are identifiable and perceptible by the customer or the customer. user.
However, in this case we would speak of visual identity, which, although it is an important part of the corporate identity, is not entirely: in the corporate identity are also included the set of elements that structure and define the functioning of the company.
The concept of corporate identity is relatively simple to understand, but creating this identity means taking into account and generating the large number of elements that make it up.
More precisely, the main aspects and elements that are part of the corporate identity are the following.
1. Company philosophy
Corporate philosophy is about how the company sees and understands reality in relation to what was expected: that is, its orientation towards the future, as well as its relationship with the world. also includes the main values defended by the company and the type of long-term objectives who seeks to achieve.
2. Company culture
Corporate culture is the set of intangible elements that explain how society operates today. Norms, guiding beliefs of the activity and values present day by day these are some of the main elements of corporate culture.
3. Organizational climate
This aspect refers to the type of environment present in the company. With emotional, motivational and relational elements. We are no longer talking about the culture or the way the company is governed but aspects such as the sense of belonging, the type of bond and relationship between employees and the perception of workers as to their role in the organization. ‘business.
4. Work plan
The work plan is the planning of the activities to be carried out by the company and how to carry them out. includes objectives, methods, modes of observation of progress and tasks to be accomplished.
5. Visual identity
Visual identity refers to all of the tangible visual and physical elements that identify the brand or company in question. Within the visual identity, we can find elements such as the name of the company or the brand, the logo and the slogan, the colors or the organization and the decoration of the installations or employee uniforms. While this may seem like a prop, the truth is, this aspect needs to be carefully planned.
6. Communication strategies
One aspect of great importance is the type of communication strategies of the company. In other words, how it communicates or projects itself outward. In this way we need to include communication methodologies and protocols, Such as the use of blogs and web pages, brochures or press conferences.
7. Corporate Identity Manual
This is the document in which all of the characteristics that make the company somewhat differentiated: The rules of the establishment, the objectives and the operating instructions concerning the use of the logo or visual identity.
8. A big advantage
The presence of a strong and clear corporate identity is very useful in making the company in question more understandable and unitary, which makes the image of the company (i.e. the way in which it is perceived on the outside). it is easier for potential customers or users to get attached to it.
And not just externally: it facilitates the management and organization of the company and that employees have links with the institution, improving productivity and facilitating their survival.
- Aldersey-Williams, H. (1993). Corporate identity. Parramón, Barcelona.
- Mut, M. and Breva, E. (2003). From corporate identity to corporate visual identity, a necessary path. Research promotion conference. Jaume I University