How to Build a Powerful Corporate Identity
1. Start with your company’s vision and mission statement.
Consider the goals do you have for your company and how do you want to accomplish them. Make sure to give due consideration to the image and reputation you want in the market. Ask yourself how you want your brand to be perceived, both internally and externally. Also, envision where you want your brand to be in 5 years.
2. What products and/or services can you offer that builds on your company vision.
Research the market and how you can disrupt it. Most successful companies are built on disruption. Determine what value proposition you offer consumers and how that separates you from the rest of the competition. Then you can leverage those ideas into the types of products and services you want to offer and the way they are presented to the consumer.
3. Think about how you want consumers to view your company as well as the market and industry you’re trying to enter.
Stay focused on the type of image you want to convey as an organization through your products and/or services. If you are offering a professional service you will want to consider timeless elements. On the other hand, if you are working in a creativity-driven field, colorful and light-hearted elements may be a better option. This image needs to be reflected in your choice of color palette and typography.
4. Create a logo and develop corporate identity collateral.
Now that you have your vision and direction, you need to get creative in your collateral. Build your corporate identity with the elements you feel will not only differentiate you but will engage your consumer. Your website, social media presence, company letterhead, business cards, packaging and marketing materials need to be cohesive and consistent across the board. Developing a brand style guide at this point is critical in ensuring consistency as your business grows.
5. Analyze and refine.
A corporate identity is an ever-evolving concept that should grow over time yet remain consistent with your original vision. Don’t rebrand year to year, but don’t be afraid to change with the market.