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OUR SERVICES: CORPORATE IDENTITY

Corporate identity refers to the strategic concept for positioning a company. It entails defining identity traits, integrating them into a congruent action concept and coordinating them within this concept. Its objective is to permanently anchor a distinct, easily recognizable image in consumers’ minds.
Every company has a personality or corporate identity, whether it consciously “manages” this identity or not. Not every company needs to tamper with the status quo. But every company should take the time to consider whether its current identity reflects corporate reality.
It should also examine whether the employees’ perception of the company is in synch with the public’s view. In many cases, it will turn out that potential is being wasted—and with it, decisive competitive advantages.
One example is the long-established small crafts business that makes use of advanced technology but does not emphasize this in external communication. Another is the metals concern that through sales and acquisitions has reinvented itself as a major telecommunications group—but is still seen by the public as a lumbering giant from a past age.
In both cases there is a discrepancy between content and message that causes confusion among customers and employees. What both these companies have in common is that they lack a consistently articulated corporate identity, a “common thread.” A concise, distinct company image, one that inspires trust, is impossible without it.
 
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