COMMUNICATION
This is what companies say about themselves and market themselves through the various communications channels like television, radio, the internet and even outdoor events. PR and marketing can fall under this category.
BEHAVIOUR
In order to build a strong corporate identity, a company has to walk the talk. The actions and measures taken by an organisation to live up to the image it has communicated to the public determines the strength of that organisation's corporate image. This is arguably the most important component of the "corporate identity mix".
SYMBOLISM
This is where all the logos and symbols come in. Nike's trademark "swoosh", Adidas' three stripes, the World Wildlife Fund's (WWF) Panda are some examples of solid logos that have been successfully etched into the minds of the public through effective marketing and PR.
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Different companies have different ways to branding themselves. Some, like Nike and Adidas, use symbolism more than anything else. Others, like The Body Shop, actively invest time and resources into their corporate social responsibility (CSR) and aim to build their brand name through actions. One interesting example of how an organisation has branded itself would be the case study of the Virgin Group.
The case study of Virgin gives insight about how corporate identity is step by step created. It is a long process which requires the use of many mediums and platforms for example print, digital or events. Corporate identity is also built through employees, as mentioned at the start of the video; to empower their employees.
ReplyDeleteBeing innovative is of UTMOST IMPORTANCE!I feel that bringing in new ideas to reinforce corporate identity is crucial as it brings about freshness to the same, if not boring and repetitive concept.
Hello, Joane.
ReplyDeleteAnother important aspect of corporate identity would be the organisational culture.
You would probably remember this as we covered this topic in our Organizational Behaviour course in the previous trimester.
Organisational culture "dictates" how employess and staff should behave and work in the company. Naturally, the essence of this culture is also seen by outsiders and this gives them a rather clear picture of what the company stands for.
Of course, the classic example would be the Google culture, which places a very strong emphasis on innovation on the part of the employees. Seeing as how you stated that innovation is of utmost importance, you can probably see the power, reach and influece of having a strong organisational culture and the kind of impact it can have on a company's corporate branding as seen through public eyes.