Corporate image of a company
Before starting to develop the concept of ICorporate image of a company Let's see:
What is a company's corporate image and what is it for?
In order for us to be clear on how to develop it, it is interesting to know the difference between corporate identity and corporate image. The two concepts may seem similar and generate some controversy when it comes to defining them.
What is the difference between corporate identity and corporate image?
The corporate identity of a company are all those aspects that define its personality or identity.
Firstly, it is grouped into; values, beliefs, communication tone and products or services. These help build brand positioning in the minds of consumers.
On the other hand, the corporate image refers to the visual identity, which brings together all the visual and graphical aspects that define the image of your company.
These aspects help to generate image and recognition that make the brand attractive. It is the driver of brand awareness along with other factors.
For example, when we think of a brand like BMW and its cars, the first phrase that comes to mind is its slogan “Do you like to drive? In this case, this slogan would be a synthesis of their corporate identity branded.
At the same time, it encapsulates the beliefs and values that BMW wants to convey and sell through user experience, lifestyle, German quality and service quality. Attributes that are reflected through its communication campaigns.
However, its corporate image refers to all visual aspects of the brand. Logo, name, company colours, etc.
Why is the corporate image of a business so important?
Here are some reasons why corporate image is important for a brand or business.
- It helps customers to recognise our business. A familiar and well-known brand generates recognition, and therefore familiarity in the minds of consumers. At the same time, it helps to speed up decision-making in selecting from the universe of products that pervades the market.
- Build customer loyalty. When a consumer has a good experience with a brand, they usually become loyal customers. As a result, if you connect with your customers through shared values, you will build lifelong customer loyalty by creating so-called «customer apostles».
- It gives consistency to our business and to our product or service.. It can even pave the way for the launch of new products or services.
- It builds credibility and trust. The corporate image, along with the implementation of the Marketing strategies and good customer service help to build credibility and trust in your brand. As a result, you generate more conversions.
- Attract talent. Following on from the previous point on credibility and trust, when a company generates these attributes, others talk about your business. Therefore, having your company and brand talked about, and being a reference point, improves the position of your products or services in the consumer's mind.
Key elements of a company's corporate image
As a result, the sum of several elements can help create a high-impact corporate visual identity. Here are a few that can help to define a corporate visual identity corporate image of a company of success.
Brand name. You can become the best representative of a company. For example: Coca Cola, Nike, Adidas, etc. It is your initial presentation seal and can be the best reminder of your brand or business.
Platforms and locations. Today, the digital age has forced companies to establish logos and typefaces adapted to digital environments.
Therefore, it is essential that our corporate image is adapted to Social Networking, also to web environments and be mobile friendly, so that our potential customers can find us on any platform or device correctly.
Colour palette. Included in the graphic design of our corporate image, corporate colours are also a sign of identification of a brand or corporate image.
If you contract your corporate image to a agency, If you have a colour palette (Pantone, web colours and CMYK colours), it is recommended that they provide you with the colour palette and incorporate them into your brand identity or corporate identity manuals, as well as the PSD files necessary to adapt it to all our media.
Integrate all aspects of graphic design into our work. corporate identity manuals provides us with a significant saving of work for future projects, whether they are advertising, social networks or any other type of design that we need.
Corporate lettering. Together with the brand name and the corporate colours, we must define the type of lettering we will use to incorporate it into our corporate image.
The typeface is like a letter of introduction and a reminder to potential customers.
It is important that all these aspects are incorporated into all the visual support elements of our physical company, such as business cards, corporate envelopes, etc.; and digital elements such as banners and images of our social networks, the main image of our YouTube channel, etc.
It is advisable to articulate the tone of our corporate image at all levels
Standard typographic treatments. It is recommended that the typography we define for our brand image is used as a frequent tool to build a consistent and habitual way of writing and designing elements related to the company to create a unique footprint for your brand.
Graphic elements. We refer to all those graphic elements, textures, images, styles and shapes that can make up our brand image.
It is important to use graphic elements from sources that allow us to use them on different platforms. In other words, they should not generate royalty problems.
This therefore leads us to the following point to be taken into account
Consistency of images. Ensure that all the images we use in our work are accurate, and that we corporate image have the same tone of communication, the same feel and the same look.
As a consequence, we create brand homogeneity and thus increase the brand recognition effect.
Take professional advice. If you do not have a design team in your company, getting professional advice is one of the best investments when undertaking a business project.
It is also interesting to consider this in cases where it is desired to renew or update the existing image.
In relation to the above, in Marketzilla SEO Agency, we have a service of Corporate Image to give your brand or business a WOW effect that your customers will not forget. We will be happy to collaborate with you in your success.
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