Corporate Identity and Image Corporate ID: Refers to the combination of ways in which an

organization’s personality is expressed.Tangible elements of ID:

LogosColorsType face & House Style

Less Tangible elements of ID:BehaviorCulture Values, Philosophy, Mission Communication Style

Corporate ID vs Corporate Image ID: is what organization communicates intentionallyImage: Image is how its publics actually view it, An

image is a perception and exists only in the minds of receiver

ID>>>>>>>>Image To formulate an image, publics interpret ID in a wider

context with frames of reference

Benefits Public Profile and RecognitionBetter Customer RelationsBrand SupportBetter Visual RepresentationFinancial AdvantagesExpress Culture and ValuesStaff MotivationSupport for Communication

Constructing Corporate Image Organizations can not construct a corporate image

because they can not control the content in which their communication is received, interpreted and understood.

Well-Managed Corporate Identity can go some way to effecting a strategically important image.

Corporate Identity Mix Symbolism, Communication and Behavior

Key Concepts of Corporate Identity Determining Organization’s actual identity and Desired

IdentityAudit the coherence between ID and ImagePlan to adjust Corporate ID

Corporate StrategyCorporate Identity Mix is a part of achieving overall

organizational strategic objectivesCI should be formulated in response to stakeholder needs

and views should not be pre-determined

Symbolism Using Cultural Codes and Associated MeaningDesigners choose particular colors, shapes, typeface,

graphics to evoke particular emotional response and to infer particular meanings

Red Flag (Soviet Socialism)Red Rose (French Socialism)

Examples

The arrow points from A to Z showing how the company sells

anything you'd ever want ... it also doubles as a smile.

The V and the A in Sony's logo are meant to represent an analog sound

wave, while the I and O stand for binary digits, evoking the digital age.

With a clever use of negative space, the Pittsburgh Zoo pays homage to wide

array of wildlife.

Known for its 31 flavors, the company worked that element into its

B and R logo.

Types of Logos Monolithic: One Name, one Identity through outEndorsed: Parent company has different but prominent

identity and brands have different/ prominent identitiesBranded: Parent company has a less prominent logo,

brands are more prominent

Monolithic: DELL, HP, MICROSOFT, APPLE

Endorsed: Nestle

Branded: P & G (Gillette, Olay, Oral-B, Dura-Cell, Ariel, Head & Shoulders, Pampers, Pentene, Wella, Vicks etc.

P& G

Consistency in Context of Communication and BehaviorPrinciple of Consistency: Establishing consistent and

sustainable internal images among all employees so positive cue can be communicated

Organization should involve range of stakeholders in determining core philosophy and values and clearly communicate agreed goals

How to bring consistency since different stakeholders have different needs and expectations?

CSPs-Common starting points ReliabilityProfit-Making InnovationSynergyQuality

Organic Process of communicating organizational imagesCSPs work function as parameters/ Communication

guidesDon’t limit staff to static agreed perceptions

Sustainable Corporate Story

Organization images should be consistent with CSPsSustainable Corporate Story must have an effective

frameworkMissionVisionOriginsemotionally formulatedcore storiescompetenciesfundamental beliefsvalues

Corporate CultureCorporate Culture-Johnson & Scholes’s Cultural WebUnderstanding Culture as part of Corporate Identity Paradigm in Center

Stories SymbolsPower StructureOrganizational StructuresControl SystemsRituals and Routines

Corporate Personality Corporate personality is made up of organizations:HistoryCultureBeliefValuesRealized through staff, structures, products and services

Example: GEO TV

GEOVision: "live and let live“Human Resource: Diverse cultural backgrounds and

multi-ethnic origins add up to create a strong resource base at GEO.

Researching Corporate ID Identifying Desired Corporate Identity Audit Existing Corporate Identity

Communication and Behavior audit Behavioral Survey Job Satisfaction Measuring effectiveness of internal policies Organization’s impact on stakeholders Communication climate: Communication style and content

Visual ID Audit LogoDesignsDecorsFactoriesShowroomsBrochures Advertising instructional manuals

Van Riel’s Model of CI Management Problem AnalysisCurrent positioningTranslation in to CI MixExternal Image ResearchCompetition Market AnalysisGap analysisMaintaining Current positioningAdjusting current positioning Determination of New Position