Identity crisis?

posted on January 25, 2013 in Branding,Design

If someone mentions the words “corporate identity” to you, it might convey corporations such as British Airways and other huge players, with marketing budgets running into the squillions.

And if your company is not quite in the BA league, you might easily think that this is not something you need to worry about.

But that’s not true.

Every company has an identity: formed from the perceptions of your customers, potential customers, suppliers and employees. It might be good, bad or downright ugly; but it exists.

If your identity isn’t quite what you would like it to be, there are ways to improve it – without paying an arm and a leg to one of those corporate identity specialists that make top law firms look like good value for money.

The first and most important thing is to make sure your corporate identity is coherent. In other words, you’re conveying the same message wherever you’re seen.

You should also position yourself as different from your competitors. What do you do that’s better than they do? Can you solve clients’ problems more effectively, more cheaply, or in a more innovative way?

The values of your company should also be clear to everyone who deals with it – and everyone who represents it. This extends to such things as how the phone is answered, the way leads are followed up, and the overall quality of service. If you can offer excellent personal service, clients will tend to come back for more.

Then there’s the design element. Everything from your stationery, brochures and your website to your vehicles (if you have any) should reflect the same strong values.

Obviously, that’s something that we can help you with. If you have a strong and powerful corporate identity, visible on your website and your sales and marketing material, you’re instantly streets ahead of rivals with nondescript or boring ones. And you won’t have to remortgage your house to get the benefit of our experience.

We’ll look at this whole subject more deeply in another blog. In the meantime, if you’re struggling with your corporate identity, talk to us.