Every business, large or small, needs a strong corporate identity. The right impression communicated to the right audience puts your organization in a position of strength compared to your competition, builds a relationship with your target market, helps you present a recognizable and unified presence, keeps your employees focused and ultimately increases sales of your products and services. If your corporate identity isn’t done well…let’s suffice it to say the number of successful organizations with a poorly defined or communicated corporate identity is, unsurprisingly, right around zero.
That said, there’s more to your brand than just a nifty logo. Defining your corporate identity is a little like deciding who you want to be when you grow up…and then creating that reality for yourself. While corporate identities are infinitely varied, all truly successful programs include the following components to form that collective perfect impression:
- Insightful Brand Construction: Before you start building, do your homework. Know your product, your company, your mission and goals, your audience, your market, your competition and how you want to be represented in that environment to create a positive, unique and competitive statement. Ensure your brand includes verbiage (phrases, copy, tag lines, descriptions) as well as visuals (logo, colors, design standards) that personify your brand. Document all of this in a set of formal brand standards.
- Internal Communication: Make sure your employees fully grasp your corporate identity so they can convey it to external customers as well as represent it in their everyday work. And not just your sales force…every single employee needs to understand what you stand for and reinforce it with everything from a spick-and-span uniform to the highest level executive presentation.
- External Communication: Seems like a no-brainer that you need to communicate your brand to your target audience. Make sure every employee discussed in Number 2 uses the standards created in Number 1 to complete this component with pinpoint accuracy and unwavering consistency. And be sure to use every tool at your disposal from stationery, brochures, promotional products and packaging to electronic email signatures, social media and direct marketing campaigns.
- Customer Brand Ambassadors: People talk. Your satisfied customers are often your most valuable sales assets. Serve them well and ensure they understand your market stance so they can convey your brand message to even more prospects.
- The Right Corporate Identity Supplier: When it comes to your corporate identity, accuracy and consistency are vital. If you’ve spent the time, effort and resources on Numbers 1-4, close the loop with a supplier that ensures your corporate identity is accurately represented and communicated every single time, from your business cards and marketing collateral to the electronic components of the most intricate multi-channel marketing campaign.
That may seem like a tall order, but the right corporate id partner can simplify the process. Look for a single source supplier that can meet all your corporate identity needs with G7 Master Certification for guaranteed color correctness. They should have design and production experts trained to follow your brand guidelines to the letter and help you choose elements (paper, colors, design, etc.) that send the right message about your brand. If they can automate the process with an online ordering platform that uses templates locked to your brand standards and administrative controls to monitor spending and inventory levels while enabling easy ordering under brand protection, that’s an added plus.
When you’re ready to “uncomplicate” your corporate identity program, let your local Curtis 1000 Uncomplication Expert show you how we can help. Call us at 877.287.8715 or fill out the “How Can We Help You” form on our website today!