Corporate identity is essentially a representation of the image that a corporation, company or business presents to existing customers and general consumers. This identity often consists of a symbol with a color combination and company name letters written in a certain font or perhaps in a certain shape. This is what helps consumers to instantly identify a company.
Purpose
Corporate identities communicate certain business ideals to consumers. For instance, the company philosophy. Strong corporate identities allow for consumers to identify brands of particular products without needing to see the actual corporate name on the product or service. For instance, popular logos tell consumers that a particular product is more than just that that product; it is created by a company that either has a solid reputation or not. Corporate identities can mean a lot to consumers, particularly those who have familiarity with it. For others, it can be an enticement, based upon the company's reputation alone.
Brands
Brands, as well as logos, are essential elements of building strong corporate identities. Consumers usually associate certain brands with various kinds of lifestyles. Because logos are visual, they can have a much greater impact than simply using words. For instance, luxury vehicles use branding that is associated with high end social status, financial wealth and the ability to be able to afford those types of luxury items. These logos are often easily recognizable by consumers all over the world. Consumers often choose to purchase a particular item in order to display that brand or logo in their own effort to build an individual or company image.
Marketing
Corporate identity is an essential tool to use in an organization's strategic marketing plan. Marketing strategists use marketing techniques to present company products and services in sales materials. Designed to assist companies in maintaining strong corporate identities, marketing efforts can greatly help meet profit margins and projections.
Brand Management
Brand management is an important function of a company's overall marketing strategy normally overseen by brand managers. Tasked with a variety of activities that are designed to strengthen a company's identity, brand managers must monitor current competitors. It is those other identities within the same industry that companies need to develop sustainable strategies for in order to have a competitive advantage. The stronger the identity, the more important it is that the company maintain it.
Corporate identity is also what will inspire consumers to choose certain items over similar ones. By creating strong corporate identities, consumers may widely relate to them so that companies will have an easier time increasing their sales volumes and building market share.
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