5 reasons why a corporate identity is important for your business

What is a corporate identity?

Corporate identity is how your company expresses itself to the outside world. Company correspondence, corporate culture, tone-of-voice, values, internal and external communications and much more all make up your corporate identity.

The design of that corporate identity includes logos and slogans, colors, fonts, the positioning of your logo and other visual elements, etc. Many starters think a logo alone is enough, but that is only a small part of the bigger picture. When you need business cards, a flyer, stickers for your car or social media visuals, you soon find out that a logo alone is not enough. A comprehensive corporate identity, with set fonts, colors and design elements, is essential to present yourself consistently and professionally and stand out from others.

All these elements are applied to all kinds of marketing materials:

• Business cards
• Stationery (e.g. letter heads, envelopes, etc.)
• Printed material (e.g. brochures, gift cards, posters, etc.)
• Website
• Social media
• Signage
• Textile
• Fair stands
• Etc.

Why is a corporate identity important?

Personality

A corporate identity is very important to appeal to your target audience. They should feel connected to your company and you can only achieve this by giving your company a personality. Do you want to appeal to a young, tech-savvy audience? Then make sure your company portrays this. Does your target audience consist of environmentally conscious vegans? Then make sure your company exudes this in every aspect.

Consistency

Every part of your marketing materials should consist of the same elements. The same colors, fonts, shapes, tone-of-voice, image style, etc. Create a consistent branding package and be recognized by audiences at a glance, even before they see your logo. Surely you know which brand is pictured at the top of this blog, even though the logo was removed, right? And I bet you recognize their commercials even before the product comes into view.

Differentiation

With a corporate identity, you can differentiate your business from the competition and position your brand appropriately in the market. A professional and original corporate identity can help you stand out to potential customers on the market.

Awareness

Applying your corporate identity to as many marketing materials as possible will ensure that your brand pops up everywhere. The more places your company can be seen, the more contact it will make with consumers, and the better it will be remembered.

A well-known principle of marketing is the rule of 7. This states that a person must come into contact with your company no less than 7 times before they turn into a customer. In other words, your company must be seen everywhere to gain market share.

Loyalty

A corporate identity helps build customer trust. As a result, customers will prefer your brand over other companies offering the same thing.

Conclusion

Your corporate identity is what sets you apart from the endless sea of competitors and shows your customers who you are. If you want your business to be seen in a positive light, it is crucial that you get your corporate identity and marketing materials right. Think beyond just a logo. Creating a strong, recognizable visual story gives your company the professional look it deserves.

Need help defining your corporate identity? Get in touch with me!