Why a Corporate Identity Is Necessary

The concept of “style,” as defined by the Soviet Encyclopedic Dictionary, refers to the unity of creative techniques driven by a common ideological content. In turn, “corporate identity” is understood as the set of actions and techniques through which a company, firstly, ensures its uniqueness, memorability, and attracts the attention of potential customers, and secondly, effectively distinguishes itself and its products from competitors.

Such a definition leads to the conclusion that corporate identity is not an abstract concept; in intense competitive environments, its presence provides a significant advantage and directly impacts the entrepreneur’s income.

Components of Corporate Identity:

  1. Logo: A distinctive stylized image representing the company’s name. Memorable logos include those of well-known firms.
  2. Corporate Colors: The choice of a couple of colors to be used consistently across the company’s work. Successful color combinations are evident in companies like “Technosila,” “M-Video,” and “Dixis” (use Google to see this).
  3. Corporate Font: Each font has its own letter design, size, and inclination, and it is a unique development for each company. While not mandatory, a corporate font can help your company stand out.
  4. Business Card: This is a standard part of business negotiations. The exchange of business cards is usually the first step in meetings. They represent the company and its staff, thus expressing the corporate identity.
  5. Letterhead: A sheet of paper for drafting business documents; it may feature the company’s name or some part of a standard document’s text. Since one copy of the document is usually given to a partner, the corporate letterhead must necessarily reflect the features of your organization, making it an integral part of corporate identity.

In addition to these, slogans and original, bright, memorable company characters are included in corporate identity.

A slogan is a motto aimed at forming a company’s image or promoting a product. It is also a headline with high emotional content and a powerful subtext. A slogan calls potential buyers to immediate, urgent action to start a relationship with the manufacturing or product-offering company.

Correctly formulated slogans include the company slogans of Combellga, “Communication in enjoyment,” Nokia, “Connecting people.”

Examples of original characters include Masyanya from the Mult.ru studio, Ronald McDonald, a clown – the symbol of the McDonald’s chain of fast food restaurants, the heroes of the M&M’s candy TV commercials, and the face of the beer-producing company “Pit” – the brewer Ivan Taranov.

The company can also make calendars, booklets, advertising brochures, folders, souvenirs, and packaging. The feasibility of producing such goods depends on the financial capability of the organization and the extent to which the firm needs them. In any case, these items should be created in a consistent, unique style; otherwise, they will not make sense.

When developing a corporate identity, the goal is to create an image of the company that is easy to remember by customers, potential clients, and business partners, as well as to gain a competitive advantage over competitors.

A few words about the Internet site, which I am gradually advancing. Since the website will represent your company worldwide, it must fully match the organization, include the logo prominently, and be designed in accordance with the corporate identity. A situation where there are significant differences in the styles of the site and the company is highly undesirable.

Specialists recommend developing a corporate identity once and for all. Taking this into account, it is necessary to treat the development of the style with maximum seriousness, without relying on “Russian luck” – because successful development will allow you to compete in the market and make the image of your company bright and memorable for customers and partners.

Something, darn, I wanted to catch the idea that website design is not at all an exception when creating a corporate identity, but it took me in a general step. Well, let it be.