Corporate identity is defined as a set of behaviors, values, missions, and vision, and the visual identity represents the corporation in public. The significant function of corporate identity is to enable companies to gain, improve, and maintain a competitive advantage. From the aspect of public relations, corporate identity connects with the company’s visual appearance in public.
Today, it is generally accepted that one corporation’s identity represents its total communication embodied in culture, beliefs, attitudes, employees, management, ownership, and strategy.
As a component of corporate identity, visual identity must contribute to the visibility, profiling, authenticity, transparency, and consistency of the corporation.
Significance of the brand and branding methods
In increasingly demanding markets, the success of a business strategy depends on it gaining a competitive advantage. Marketing functions, research markets, and branding are significant factors in companies ‘efforts to build a quality corporate identity.
Branding can help increase sales and build consumer confidence. The most significant function of marketing is building a brand. Creating a brand is intricate, time-consuming, and requires clear strategies, which should base primarily on retaining customers, not gaining them.
In the process of branding, the company, its customers, and associates (employees, distributors, agencies, agents, etc.) communicate with each other, where the company must find the right way to promote while maintaining the necessary consistency in internal and external communication.
By creating a brand, you assign characteristics that you think will best represent its properties, providing credibility. Creating a brand means having loyal consumers.
Be unique and creative
Being unique means emphasizing the mediocrity of others and doing something different from others. The goal is not to follow the working principle of another, but to devise your way of displaying the information and messages you want to transfer to the user.
Now listen to the language of branding:
Create a brand name
A brand requires a unique idea or concept that will distinguish it from existing products on the market to survive.
A brand name is a word that should consist (usually) of a few letters and be completely different from the competition. The target consumer group needs to remember it quickly, recognize it, and pronounce it easily. The brand name represents the main link between the consumer and the brand. In the brand’s name and logo, the consumer sublimates all his experiences and attitudes regarding the brand.
Let your brand name reflect the emotions you want to evoke.
Strategic brand planning
Given that brand planning should bring long-term results, basic approaches to its planning should include:
- vision – a long-term idea or desire where the brand should be in the coming period,
- mission – brand function in the market,
- goals – measurable, real, and quantitative to be achieved within a certain period,
- tactics and actions – actions that will be undertaken during a given period,
- company values- all components that must be in synergy with principles that the company nurtures.
Create a visual brand identity
Above all, the design or creation of a corporate identity implies that the company has an already designed logo.
The logo (trademark), colors, and design make up the visual identity of your brand. You need to pay attention to the attributes that can help you convey the idea and story behind your products and services.
Over time, the logo gained an icon’s status with the ability to focus and apply, in a small space, all previous experiences imposed by a multi-year advertising campaign.
Take business portraits that align with your identity
Corporate headshots have developed to be a trust signal for users . Today, it is very modern, highly stylized, and should immediately set you apart from the competition. This personal branding is perfect for lawyers, doctors, real estate agents, business directors, authors, creatives, Bloggers, artists, designers, and musicians. It is equally important to design hair, makeup, and clothing that matches the specifics of your personal or corporate brand.
Headshots have been the main thing in business marketing since the earliest days. However, with the advent of social media, the need for photos has grown beyond the headshot and has become a personal branding for small business owners.
Take advantage of the importance and functionality of social networks
Every satisfied consumer wants to share with friends the story of their favorite brand. These are the ambassadors of your brand.
Therefore, you need to be active on social networks, update your pages, create content that has the potential to go viral, and gain loyal users who will become personal promoters of your brand.
Once the corporate identity is conceived, that is, the brand identity, any further application of that is called branding. Thus, branding is the application of an already existing corporate identity to all other promotional materials.
A recognizable brand and a subjective feeling about the product, service, person, or company and emotions associated with the brand identity, enable maximization of business results and customer base, based on the growth of profitability.