Corporate Identity: What is It and How Does It affects Business Profitability

Ann Popova

There are brands whose products are easy to recognize among thousands of others. Without seeing the brand label or logo, one can easily distinguish a familiar product from analogs. Shapes, color combinations, fonts, and different elusive details can be instantly perceived at the back of one's mind and inspire confidence.

If everything happens this way that means, that the corporate identity was well thought out.

What is a Corporate Identity?

It is the company's identity- something that sets it apart from competitors and promotes recognition.

A corporate identity is an element of branding, along with a trademark, packaging, brand book, etc. An image-creating and communication tool responsible for the semantic and visual unity of everything that comes from the company: products, services, advertising, and information messages.

The corporate identity is the image, which the company shows to the world. That cover, by which the book judged.

It is not limited to external attributes such as color or shapes but reflects the brand's concept and philosophy.

The well-known bitten apple is a symbol of progress and movement. Apple founder Steve Jobs was a vegetarian and looked clarification by limiting himself in food. He used to eat fruit cocktails for weeks.

Another example is the elements of Amazon's identity. They symbolize the company's main priorities: the wide range, and satisfied customers.

The cheerful orange symbol, looking like a smile, underlines the letters A and Z in the name - this is a hint that the site has a broad choice of goods from A to Z.

Corporate identity Goals and Benefits - How Does it Affect Profit

The main goal of identity is brand awareness and memorability. The main advantages appear from this point:

Identification - a company with a well-thought-out corporate identity is easily recognizable;

Сomparison with competitors - it is easy to distinguish the brand with corporate identity from others;

Image-creation - the consistency of the corporate identity elements allows the brand owner to control the impression created by the company. And even though this impression formes from the user experience, a strong identity can change it for the better.

All listed above give two main advantages - sales growth and cost reduction. As a result - increase in profits.


The Corporate Identity Elements

  1. Trademark

It is an intellectual property that can be protected according to the law. Often trademark is the same as the company name, but also can be graphic, sound, combined. Intel's noted short tune is an example of a sound trademark, and Metro Goldwyn Mayer's roaring lion head in a gold ring is an example of a combined.

A trademark may often be misunderstood, like a logo or brand name, but these things are not the same.

  1. Logo

It is the company face - a graphic, text, or combined symbol representing a business or product line, which it produces. The logo can only reflect the company name or give an idea of ​​its activities, philosophy, and brand ideology. A brandmark is a graphic symbol included in a logo next to the name. Sometimes it is used singly. Examples of the brandmark are Nike swoosh or a female head with wavy hair in the Wella logo.

  1. Slogan

It is the company's mission statement. A good slogan is short, clear, and easy to remember. And a very good one can even become a catchphrase, like the slogan of KAMAZ “Tanks are not afraid of dirt”, which was not patented, by the way.

  1. Сorporate colors

This corporate identity element is usually associated with the concept of identity itself. It is a set of colors used in logos, advertising materials, digital components, and all company's image elements. These colors are an individual brand feature that evokes persistent associations in the minds of consumers. As an example, remember a combination of red and white, which immediately brings to mind the Coca-Cola brand.

  1. Font

The company's handwriting. It is easy to remember and helps recognize the brand’s messages in the flow of information pouring out from outdoor advertising, digital environment, print media, and other channels.

The brand may have more than one corporate font, but too many options are not recommended, so as not to confuse the audience.

  1. Corporate hero or mascot

Rare brands use this identity attribute. And they lose because it is well recognizable. You hardly have to think long to remember which characters are used by the brands Duracell, Danone, or Nesquick.

  1. Brand block

A combination of several corporate identity elements, often used in branding.

  1. Additional elements of corporate identity

There are many additional options alongside basic ones. For example, a hymn, dress code, or specific product display principles.

Corporate Identity Carriers

Companies have a variety of physical and digital media options to showcase themselves to an audience. The most common are:

Outdoor advertising.

  • Digital marketing tools (banner ads, corporate website, etc.).
  • Printed advertising materials: business cards, brochures, catalogs, etc.
  • Gift items such as cups, pens, T-shirts.
  • Business documentation and accessories: letterforms, price lists.
  • Business space decoration: interior elements, signs, price tags, signages

Which Points does the Development of Corporate Identity Include and Which Professionals Involve?

The development of the corporate identity is the competence of a designer. But the process also demands the active involvement of a marketer and the business owner or SEO.

It consists of 5 key stages

  • Defining a business strategy
  • The target audience research
  • Competitors analysis
  • Development and approval of the name, logo, and other identity elements.
  • The corporate identity development - its adaptation to different conditions and corrections if needed.

Let's summarize. What does the development of a corporate identity give to a business?

If done correctly, it helps to announce product launch, contribute to its recognition, improve the company's image, increase its profits and reduce costs. If you want to take advantage of these benefits and need professional help, submit your application

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