Corporate identity can be described in many ways, but the most succinct is that it is the personification of a corporation, this â€personality†can be expressed in many ways, in actions, public intentions and internal business philosophy. At a fundamental level corporate identity can be expressed as a simple symbol, unique and expressive. While a logo, or â€mark†can be a powerful reference point it is important to remember that it is not the brand- brand is broadly how your organisation is perceived by stakeholders and society at large. The logo, and other visual cues such as letterheads, posters, fonts etc. are however a vital part of your identity. Corporate identity can used to enable a consistent and coherent visual presence for a company. It can also reinforce a brand’s identity, and aids brand recognition at the same time. This is why the worlds biggest institutions and companies have a strong reliance on their visual identity. Sometimes companies can get it wrong, or rather they tweak something that should be left alone. This is something that British Telecom found out with their much derided â€piper†logo which they replaced back in 2003. Frequently there is an assumption that visual identity should be permanent, and last for all time, but this can be shortsighted. As businesses change their focus it makes sense to update identity to reflect this, and a good communications agency will be sensitive to this. The right identity is essential to help make you appeal to your target market. By aligning the way in which a company presents itself with the aspirations and/or expectations of its market and stakeholders the correct identity can be created. The skills and techniques used to achieve this can be harnessed by hiring the right creative agency. A corporate identity can be created or honed by assessing and understanding complex issues such as: â€Company size and scope â€Internal assumptions â€Stakeholder perception â€Commercial offerings â€Existing client base â€Target market(s) To make sense of these issues, and to create the identity, activities including the following can be undertaken: (this is by no means an exhaustive list) â€Thorough brand research and analysis â€Creating and designing logos and corporate identities â€Writing and establishing identity guidelines â€Developing meaningful tag lines â€Signage and vehicle livery design â€Stationery design and print â€Creating a coherent brand strategy It is clear that while helping create an identity for a company, a good agency won’t restrict itself to design alone. Blaze Communication is one such Marketing Communications agency. They have a strong web presence and have expertise in corporate branding, graphic design, printing, website design, advertising, and direct marketing.
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