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Executive summary:

  • Corporate identity makes the organisation’s strategy, structure and vision visible.
  • Every organisation has a unique identity. A corporate identity programme enables that identity to be managed and projected to all of its audiences.
  • In order to develop an effective identity programme, the builders of an organisation must have a clear idea about what drives it – its vision.
  • They must set up and sustain a structure which enables the organisation both to project its identity to the outside world and live it internally.

Why do organisations need to develop a corporate identity?

Companies face challenges to their identity from all sides. These are the principal reasons why identity is becoming an increasingly important topic in company boardrooms.

  • Companies are increasingly merging, especially across national boundaries. Leaders have to consider how to create a new corporation out of two old and frequently competing organisations with different and sometimes incompatible cultures.
  • Products and services are becoming increasingly similar, which means that consumers make purchases on emotional rather than rational grounds.
  • Organisations are forced through changing technologies, deregulation or globalisation to change the nature of their business and therefore sometimes their identity has to demonstrate this.

What is identity?

Every organisation carries out thousands of transactions every day: it buys, it sells, it hires and fires, it makes, it paints, it cleans, it promotes, it informs through advertising, the web and other media– and so on. In all these transactions, the organisation will in some way be presenting itself – or part of itself – to the various groups of people with whom it deals. The totality of the way the organisation presents itself can be called its identity. What different audiences perceive is often called its image.

Because the range of activities is so vast and the manifestations of identity are so diverse, the corporation’s identity needs to be actively and explicitly managed. Identity management like financial management or information systems management, is a corporate resource which embraces every part of the organisation.

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One thought on “Corporate Identity – Viewpoints – Part I

  1. There are some really good points here and it is nice to see that you have expressed the depth of the subject of Corporate Identity. Many individuals and businesses make the mistake of thinking that the subject of Corporate Identity is really only limited to the logo but the company logo is the visual Corporate Identity, Brand or Image.

    A logo should communicate the company ethos to help build on the strength of a Corporations Identity and provide the basis for the Corporate Image so that this to can be built upon.
    .-= MJ Stapleford Corporate Identity’s last blog ..Logo Design for Company based in Bristol =-.

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