Corporate branding allows a company to distinguish itself from other competitors
in a unique way. Corporate Identity is important to acquire more business and run
the current business in a most efficient way. Corporate Identity is also known as
branding. It’s upto the communication department to create a corporate identity
which stands out from the rest of the world.
Corporate visual identity management involves the planned maintenance, assessment
and development of a corporate visual identity as well as associated tools and support,
anticipating developments both inside and outside the organization, and engaging
employees in applying it, with the objective of contributing to employees' identification
with and appreciation of the organization as well as recognition and appreciation
among external stakeholders.
The following four key brand requirements are critical for a successful corporate
identity strategy:
Differentiation: In today's highly competitive market, brands need to have
a clear differentiation or reason for being. What they represent needs to stand
apart from others in order to be noticed, make an impression, and to ultimately
be preferred.
Relevance: Brands need to connect to what people care about out in the world.
To build demand, they need to understand and fulfil the needs and aspirations of
their intended audiences.
Coherence: To assure credibility with their audiences, brands must be coherent
in what they say and do. All the messages, all the marketing communications, all
the brand experiences, and all of the product delivery need to hang together and
add up to something meaningful.
Esteem: A brand that is differentiated, relevant and coherent is one that
is valued by both its internal and external audiences. Esteem is the reputation
a brand has earned by executing clearly on both its promised and delivered experience.