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Company Identity Goes Far Deeper Than A Logo

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Graphic designers frequently play a prominent role in launching or repositioning a corporation . once they create a glance (or new look) for a company's stationery, brochure, ads and internet site , this often goes by the name of an "identity package." Don't let this convenient term mislead you into believing that a company's identity consists of merely the brand and appearance . No, every company has an identity or image within the minds of its customers comprised of a minimum of nine other factors besides the graphic look.

How your market perceives your company should be deliberate, calculated and coherent instead of accidental and confused. believe how you want your company to be perceived along these dimensions. Then investigate whether or not actual perceptions match your intent - and adjust your marketing to strengthen the qualities you would like your customers to accompany you.

Components of Company Identity

1. Values. does one represent stability, like Prudential insurance? Innovation, like 3M? Educational curiosity, just like the Discovery Channel? Social consciousness, like Ben & Jerry's Ice Cream? Child-friendliness, like McDonald's? individualism , like Marlboro cigarettes? Personal freedom, like Harley-Davidson motorcycles? Serendipity and tradition, just like the local ironmongery shop whose owner knows where everything is and has parts and tools dating back to the previous century?

2. Personality. If the corporate were a vegetable, which one wouldn't it be? If it were a cartoon character, wouldn't it be Bugs Bunny, woman , Road Runner or Dick Tracy? If it were someone during a highschool yearbook, wouldn't it be presumably to Succeed, the Homecoming Queen, the Nerd or the category Clown? From the company's personality can flow ad campaigns, sorts of special events to sponsor, company colors and typefaces, corporate gift selection, even the talent chosen to company voice mail messages.

3. Behavior. Your company's image includes not only how you promote yourselves but also how you act toward customers and therefore the public. Things like how you answer the phone, how you greet shoppers, how cheerfully you correct mistakes or accept returns, how aggressively you negotiate contracts all become bound up in one composite image.

4. Price. what proportion you cost as compared to competitors often becomes a part of your image. If you're tempted to stay price out of the equation until someone expresses a desire to shop for , consider . When you're candid about pricing, you narrow down on the amount of "tire-kickers" you would like to affect . Above all, confirm your pricing fits with the opposite components of your image.

5. Range. Customers should understand the spectrum of products and services that you simply sell. If you handle only, say, commercial cleaning accounts and not residential, or only, say, bookings of locally based and not nationally prominent speakers, confirm your specialty becomes a part of your company image. If it isn't a part of your name or company slogan, include your focus in your ads, brochures, sales letters and other promotional pieces.

6. Geographical roots. Where did your company come from? If you are a locally owned closed corporation competing with multinational giants, confirm people know that. If you're selling nationally but rooted during a picturesque corner of the country, exploit out of that. The state of Vermont determined that companies linked thereto were ready to charge more for his or her products than companies headquartered elsewhere, and it took steps to form sure outsiders don't attempt to poke into on its brand equity.

7. Longevity. Moody and Regan, a printing concern in Waltham, Massachusetts, wisely and impressively uses as its punch line , "Established 1898." Whenever you have been around for much longer than competitors, you'll profitably incorporate that into your image.

8. Slogan. Which brand "tastes good sort of a cigarette should"? Which car is "the ultimate driving machine"? What product are you not alleged to "leave home without it"? Even local or specialized companies are able to do this type of awareness with their clientele.

9. Benefits. What do buyers get once they purchase from you? Most companies provide intangible, emotional benefits (Volvo cars: safety; Hallmark cards: friendship; Victoria's Secret: sensuality) also as tangible, practical ones (Burger King: inexpensive, satisfying meal; Boston Pops: a fun night out; Kodak: photos with true-to-life colors).

When both you and people who buy from you recognize clearly what these benefits are, and when those benefits match the opposite dimensions listed above, you undoubtedly have a comprehensive, effective company image. Congratulations!