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What is Corporate Identity?
Home » Advertising & Marketing » Corporate Branding and Corporate Identity » What is Corporate Identity?Posted by Your Guide on October 31, 2005 9:10 PM
Corporate identity is the visual, outward expression of the corporate brand. It is, in essence, the persona of the corporation. Many organizations will shell out large amounts of money for a clearly distinguishable identity in order to appeal more to its targeted audience.
Take, for example, Coca-Cola. Their brand is recognizable in almost all countries and their corporate identity is tied to that particular color of red and that unique script font. Many other companies have this same type of identity that flows throughout all of their products and merchandise. These include logos, packaging, trademarks, advertisements�even the nitty-gritty details such as colors, typefaces and page layouts. These serve to maintain visual continuity and brand recognition all across the board.
Corporate identity can be viewed as having three distinct parts:
- Corporate design � As mentioned earlier, this includes such things as logos, letterhead, uniforms, stationery, packaging designs, etc.
- Corporate communication � This refers to advertisements, commercials, press releases, public relations�anything that communicates with the general public.
- Corporate behavior � This encompasses the internal values and characteristics of the entire corporate culture and the employees who make it up.
With that said, it is safe to say that the identity of a company is a direct outgrowth of the corporate branding process.
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