Many companies start up with the next big idea and that they will be the one to succeed. Yet there are many who fail to do so. A lot of it has to do with the company’s image and how the public perceive it. A corporate identity is very important to any business and establishing this early on will help you position your business in the market.
It is a good idea to establish the corporate identity when you start your business. So where do you start?
Start with the logo. Consider what your logo needs to represent and tell your customers about it. Then determine the colours that will carry this message over to them. Each colour has a different meaning. Blue means trust, green is money and nature, yellow is friendship, red is passion and danger, black is sophistication, purple is royalty, and pink is femininity. Now consider the popular brands you’ve seen around and see how they’ve integrated the colours in their logo and branding activities. The design of the logo will also tell customers a story so choose a design that will speak more to your customers than simply just one that you like.
Once your logo is designed, this will become the basis of your corporate identity. Your business profile, email signatures, letterhead and business cards will all have the logo on it but more importantly it will have the company colours incorporated. The consistency in the colours and the design will create a sense of uniformity across your company stationery and your customers will begin to recognise this. This should also be integrated into your website design.
The initial development of the corporate identity may be complete at this stage but it still needs to carry the business forward. How do you do that? By means of marketing! When you prepare the marketing material for your adverts you must keep the corporate identity in mind. Your social media pages must reflect the same company colours and design so that customers will recognise it. The adverts that are designed should also have an element of the corporate identity in the various campaigns.
A corporate identity builds trust in the eye of the customer. The idea is that customers must see your logo often enough so that they will recognise your brand. This is your corporate identity. If a customer sees your brand often they will learn to trust it, especially if they see it across multiple media platforms. A customer will need to see your brand at least seven times before they will consider possibly making a purchase with your company. You have to make sure that you are in front of that customer very often if you want to make an impact.
Before you get sucked into just starting a business for the sake of it, consider what your company will represent and how you will gain trust with all new customers. Taking the time to create a corporate identity can have long term benefits for the success of your business.
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