Corporate Identity

Corporate Identity

Today I want to focus my deliberations on ‘Corporate Identity’ and look at what is it that makes some companies iconic, instantly recognisable and someone you would choose time and time again.? Let have a good look at ‘Corporate identity’, and what factors help make a company ‘zing and ping’.

So, what exactly is a corporation’s identity? Simply it is how the company presents itself visually (branding) out there in a very crowded market, what makes it stand out from another company.

There are four main aspects to this visualisation process:

1.    Design – including trademarks, logotypes or logomarks, fonts, illustrations, colours, photography, advertising styles and animations.

2.    Language: mission statements, strap lines and messaging, the brand’s voice i.e. words and tone to be used throughout all communications. 

3.    Culture: personality, principals, code of conduct, work ethics and values.

4.    Behaviours: consistency, tone, eco-friendliness and sustainability, who their target market is aimed at.

What is the Purpose of Corporate Identity

Like you or I, we all have a name and personality that help identify who we are as a person, and a business is no difference.

By creatively and with purpose, combining all the visual elements, with language, actions and behaviours, they help to create something that is instantly recognisable, memorable and which will keep customers coming back to the brand time and time again.

But it is astute than just picking a name or using a logo or language, corporate identity uses phycology at its roots, focusing in on creating emotional connections with the target market, creating a personality that resonates with consumers, building a sense of community and a recognisable and consistent presence.

Victoria’s & Co Secret – A Lesson learned

 I was talking to my daughter a couple of night ago, when she squealed in an animated and excited tone, that Victoria Secret, were bring back their iconic angels and catwalk show.  In 2019, VS & Co, introducing change to make the company more body positive and diverse. In theory, the company attempted to change and readjust its position in the market, the change in direction was aimed at attracting a new diverse range of customers, and re-engage its target audience, however after much criticism of this new direction and falling sales, the company announced on 15 May 2024:

"the runway show is back this fall," without giving details about the date or location – or which models would participate. "We've read the comments and heard you," the Victoria's Secret Fashion Show is BACK and will reflect who we are today, plus everything you know and love – the glamour, runway, wings, musical entertainment, and more."

What the company has learned is the pitfalls of changing that visualisation process which resonated so strongly with the loyal customer base, in theory breaking their customer’s trust and as a result many customers altering their purchasing habits.