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Corporate Identity

Dynamics

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Corporate Image

Corporate Image: the total impression (beliefsand feelings) an organisation makes on the mindsand hearts of its publics.

Corporate Identity: the symbols (logos, housecolour and graphics) an organisation uses toidentify itself to the publics and relate to thedesired image.

Corporate Reputation: the evaluation (respect,esteem, estimation) in which an organisation isheld by the public.

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Hamara Bajaj toHamara Pulsar orHamara Splendor story !

Tata T, Bank of Baroda, Videocon, recently Airtel.

Earlier Orange to Vodaphone.

Hindustan Lever toHindustan Unilever.

Amul girl still going strong. Onida Devil? Asian Paints Gatu?

Air India story Landor Design Consultancy, Singapore!

Kingfisher Airline!

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What is Corporate Identity?

Corporate ID is the process whereby the

design elements of an organisation are utilised

to maximum effect in order to communicate

what it does, and how it does it.

Corporate ID can embrace products, services,

environments, and the means of internal and

external communications.

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Corporate ID is what the company communicates

(intentionally orunintentionally) about its image

via various cues, and how its publics view it.

Managing corporate identity is about identifying

the right image for an organisation and

communicating it effectively. It is vital in

motivating a wide range of stakeholders(including customers, investors and employees).

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Organisations have personalities, and the term

corporate identity refers to the combination

of ways in which this personality is expressed

design aspects like logos, colour, typography.

And also behaviour, culture, values,

communication styles, and top management

personnel (e.g. JRD Tata, Narayan Murthy).

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Different ways of corporate ID

Visual:

Logos

Taglines and slogansColours

Stationery

Dress code of employees

Vehicles and office interiors.

Etc.

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Non-visual

Communication behaviour

Social behaviourAttitude of employees

Market place selling and behaviour sales,

Customer service and satisfaction (CRM)

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Nike is tough, aggressive and trendy.

Body Shop is socially responsible cares for

animals and environment. Marks & Spencer is about conservative design,

but good quality made in Britain.

Coca Cola red. Pepsi blue. Congress Palm. BJP Bow & Arrow. Flags of

parties and countries.

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Benefits ofCorporate Identity

Public profile, and recognition

Attracts customer and help in customerrelations

Branding.

Unity of divisions, products,businesses/companies

Confidence among stakeholders esp. employeesand financial

Expression of values and culture Support in advertising and communication

(promotions) at the mrketplace

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Corporate ID Design

Design a way of life Icons, Semiotics,

Senses.Words and pictures now computer

graphics and annimation!

Identity visibility. Power. Binding and Unity.

Projecting a positive face (personality) of the

company.

Visible, tangible, and standardised.

Attract, re-assure, position and impact.

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Personality of the Corporation

Global vs. Domestic

Global companies have a homogeneous image

in all countries free from national identity.

Domestic companies have strong national identity, more

regionalised.

Large vs. Small

Large cultivate an arrogant, cold, powerhouse

impression.

Small a more friendly, warm and approachable impression.

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What happens when Companies

merge?

Mergers take place to create synergy and

harmony. So all in the merged company work

for its benefit and try to develop a consistent

and unified image.

The old and the new subsist with goodwill and

harmony among employees and stakeholders.

One of the two may lose its identity.

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ID Structures

Monolithic where one name and visual identity

are used throughout IBM

Endorsed where an organisation has a groupof

activities or subsidiaries which it endorses with the

same name or identity Philips

Branded where an organisation operates thru a

series of brands which may be unrelated P&G,

Hindustan Unilever.

Subsidiaries De Nocil

Centralised and decentralised. Corporate unbrella (generic).

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To ensure that the identity communicates the

messages for which it was designed, it must

apply to all media.

So house style manuals are developed to

execute and control all aspects of application

colours, typeface, sizes and adaption etc. as in

use.

(Samples of manuals)

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Corporate culture the way we do things here

Corporate personality history, values, beliefs

as realised thru its staff, structures, systemsand its products/services.

Reflecting reality! Reflect reality rather thanconceal reality.

Perceptions and attitude.

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Corporate Identity Planning

What is our current image?

In order to meet strategic objectives, what do weneed our image to be?

What is the difference between 1 and 2

What changes need to be made to narrow thegap?

Objectives: To maintain current position? Toadjust its current position? To determine an entirely

new position?

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A variety of tactics, centred around adjusting

communications, behaviour, and symbolism

can be employed.

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Search forCorporate Soul

Stage 1: Investigation

What is the ID like now?

What does it look like? Strengths and weaknesses.

What dopeople think of it now?

How much do they know about it?

H

ow does it compare with competition?What are the ambitions of the organisation,

And how does it plan to achieve them?

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Stage 2: Design

Nomenclature titles, names, including

designations ofpeople

Organisationhierarchy, organisation structure,

relationships

Graphic elements logos, mascots, formats,

colours.

Sound and animation. Even dress code.

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Continuous media stationery, calling cards,

signage, vehicles etc.

Transient media publications, audio visuals,websites, events, advertising, presentations

and speeches.

Formal recognitions internal and external

awards, certificates, citations.

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Stage 3: Implementation

Following factors:

CostSpeed

Available resources

Promotional possibilitiesTechnical requirements

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Process in Planning

Overnight vs. Phased out.

Time and motion (cost).

Promotion.

Risk factor research, legal, being copied

(spurious)

Good corporate image, a corporate resource.

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Legal Aspects

Corporate property. Intellectual Property.

Lawful protection copyright.

Registration. Trade mark.

Infringement and the law IPRs

Mukesh and Anil Ambani settling the trademarkissue.

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Conclusion

Corporate personality is the soul, the persona,the spirit and the culture of the organisationmanifested in its overall communications.

Some believe it as superficial, others view it as anactivity with profound implications incommunications.

Tangible and Intangible manifestation of the

image of the organisation i mportant for itsgrowth.

To be SEEN, KNOWN AND REMEMBERED.