Company identity can be characterized by how you and your product is recognized and branded. So to in explaining company image, it is how customers, employees, associates, the standards and basically the community perceive your identity. Corporate Identity is the combination of a company’s logo, including the logo visual and typestyle, and the
tagline or definition statement used with your logo that communicates a three or four word message about what you do or how you do it.
Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy. It is an enduring symbol of how a firm views itself, how it wishes to be viewed by others, and how others recognize and remember it. Unlike corporate image (which is 'in there' changeable mental impression), corporate identity is 'out there' sensory-experience conveyed by things such as buildings, decor, logo, name, slogan, stationery, uniforms, and is largely unaffected by its financial performance and ups and downs in its fortunes. Corporate-identity is either strong or weak (not positive, negative, or neutral like a a corporate image) and is more or less permanent unless changed deliberately.
Every business, large or small, needs a strong corporate identity. The right impression communicated to the right audience puts your organization in a position of strength compared to your competition, builds a relationship with your target market, helps you present a recognizable and unified presence, keeps your employees focused and ultimately increases sales of your products and services. If your corporate identity isn’t done well…let’s suffice it to say the number of successful organizations with a poorly defined or communicated corporate identity is, unsurprisingly, right around zero.
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