Corporate Identity

Discover How Corporate Identity Can Help Your Customers Find You

Differentiate Your Business with a Unique Corporate Identity.

Collage of Logos

This image is testimony to the importance of establishing a unique corporate identity in the marketplace. The Coca-Cola brand alone is worth $79 billion. Of course, the product has to be top notch to have such brand equity, but the point is that Coca-Cola is known throughout the world by its corporate identity—as are all of these brands. A unique corporate identity differentiates your business.

Whatever industry you’re in and whoever your target audience is—all organizations need to strive to be the biggest and the best within their market niche. Corporate identity is only part of a brand image—but it’s the part that customers connect with first. The name of your company is the first step. Then there is the visual representation, the logo. With the logo in hand, a masterful copywriter can craft a brand story about what each of the logo elements represent and how they relate to the business, the brand and your customers.

It’s an absolutely fun process to create a brand story based on corporate identity. It can be done for organizations that love their logo but haven’t yet built the brand story around it, as well as those who are starting new or rebranding. Your company is different from your competitors and your corporate identity should reflect that individuality and market positioning. The point of your corporate identity is to have it stand out from the crowd and easily found by your customers.

Corporate Identity Brand-Story Case Study

Corporate Identity Challenge

Rebranding of KPMG Consulting to BearingPoint with a project timeline of 90 days. The rebranding worked in parallel tracks to accomplish the broad range of content to be developed. All teams had one thing in common: They needed the logo and corporate identity.

At the time the project started, the name of the company was unknown. That means that the corporate identity logo design had to be able to work with the short list of names, which were all completely different. The goal was to differentiate the new company from its KPMG legacy and communicate the unique way the company intended to do business. The end result was BearingPoint. The brand story explains what the graphic elements, name, colors and tagline mean and how they represent the firm and their positioning in the marketplace.

Corporate Identity Solution

Visual identity is a major component of a brand image. By communicating a brand consistently, brand recognition is reinforced in the marketplace. It is the responsibility of all associates to ensure that all internal, and especially external, communications are consistent with the brand image by using the correct and current logos, tagline and color palette. As you read this case study, picture how your brand story can be told to support your corporate identity.

The BearingPoint Brand Story

Bearing point Logo

Business and Systems Aligned. Business Empowered.

The look and feel of the logo supports the definition of BearingPoint. The name BearingPoint means setting direction to achieve end results. As integrators, we help our clients align business and technology to achieve their desired goals.

The logo design establishes the corporate identity and emphasizes the unique position in the unique marketplace category, presenting BearingPoint as:

  • Connecting with clients • Flexible • Focused • Setting direction
  • Getting the job done • Smart • Honest • Empowering • Strong

The new logo says a lot about the firm: One line represents client business; the other represents their systems. The BearingPoint commitment is to bring clients’ business and systems into alignment. We carefully chose the primary colors of our visual identity: black, signifying strength and stability; sandstone, representing empowerment; and white, reflecting clarity of purpose.

The new tagline, “Business and Systems Aligned. Business Empowered,” further clarifies the way we do business: We give our clients access to the right information that empowers them to align their business and systems. Because the right information brings knowledge. Knowledge is power. And sharing it is empowerment.

Unique Corporate ID Builds a Connection with Your Employees and Customers

People on a GridGetting connected to your employees and clients depends on how they feel about the organization. How they feel about the organization depends on the emotions evoked from the corporate identity—the logo, color(s), tagline, and messaging that positions the brand.

Building the brand internally first cements loyalty and brings the message externally, organically. How your customers feel about your organization is based on the identity you portray in the marketplace, how your employees feel about working at the company and how you deliver on your brand promise.

A Corporate Identity System (CIS) protects and reinforces your brand. It ensures that whenever anyone is looking at any content marketing issued by your organization, they can be easily identified—as yours.

Corporate Identity and Branding – How to Build a Winning Brand

Why Corporate Identity and Branding Matter.

Corporate Identity and Branding work hand in hand. Some people even compare them to the chicken or the egg conundrum—which came first? Both corporate identity and branding are necessary to attain the critical business goals of increasing market share and generating revenue. Sometimes you can’t tell one from the other. Building a brand that makes people want to do business with you is only accomplished by communicating a clear and consistent corporate identity and brand message. It requires listening to customer needs and responding through persuasive copywriting and content marketing that addresses industry pain points and provides the product, service or solution to solve the problem. What’s the best way to know if your corporate identity and branding are effective? Track your sales and assess your brand equity.

Baby Chick with EggSo, is it: First, you define your identity—then you brand it? Or is it: First, you define your brand—then develop your corporate identity? It really is like the chicken or the egg. You’ll get as many answers as there are corporate identity and branding professionals. So how do corporate identity and branding diverge and how do they merge?

Corporate Identity and Branding—the Chicken or the Egg of Marketing

Corporate Identity

How your employees and clients feel about your organization is based on the identity you portray internally and in the marketplace through your communications. A corporate identity represents who the company is—it’s the company’s personality—like opening a Coke makes you happy, there is no substitute for driving a Porsche, and you’re in good hands with Allstate. Three brands whose personalities stand for quality in different industries that are embedded in our lives through on-point, strong brand messaging. Corporate identity—brand personality—is what makes a company unique. Shaped by senior executives through a corporate mission, vision and values that are aligned with the business goals, the corporate identity also takes on the characteristics and values of its employees. Once a corporate identity is defined and established, a system of Corporate Identity Guidelines is put in place to ensure that all brand communications in all media are clear, consistent, and on point with the business strategy and sales goals.

Business People Standing An effective corporate identity is the result of exploring all aspects of the business and taking into account every department’s viewpoint. According to an article on corporate identity and corporate branding in the European Journal of Marketing, a corporate identity is a mix of identity types. The authors define business identity as the combination of “tangible and intangible elements that make any corporate entity distinct.” British and North American corporate identity and branding consultancies concur that traditionally corporate identity and branding programs have been narrow in scope, and to counter this situation five corporate identity types should be defined and closely aligned to each other to ensure that all organization perspectives are part of the corporate identity development process. The point is that corporate identity is complex: It is an amalgamation of many identities defined within an organization.

John M.T. Balmer defines the five identity types in the AC 2 ID Test TM that every company must closely align when developing their corporate identity. Each type is based on different criteria:

  1. Actual Identity – values, behavior, activities, market scope, performance and positioning
  2. Communicated Identity – organizational messaging conveyed
  3. Conceived Identity – impression held by stakeholders and communities
  4. Ideal Identity – optimum positioning in a given timeframe
  5. Desired Identity – vision articulated by senior leadership

Corporate Branding

Branding is more than the selection of a new company name and logo. A well-defined, well-positioned, strong brand influences employees and customers to think of a company in terms of positive brand attributes: quality, trust, dependability, reliability—defined from the corporate identity. It is the reason why employees and customers feel connected to a company. Not all organizations can make it to the Top 100 Global Brand List—but all organizations face the challenge of being seen and heard through marketplace clutter. The challenge is to communicate a corporate identity and brand that resonates with your customer niche, influencing them to convert their interest into sales.

White Balls and 1 Red BallWriting a brand story starts with understanding what makes the organization unique through its corporate identity. The next step is to meld the core brand messaging creatively into persuasive, succinct, clear and consistent copy that builds a strong corporate identity and brand image. This is accomplished through an on-point brand messaging platform, copywriting and content marketing that increase sales and brand awareness.