Successful brands start with answers to the questions “Who are we?” and “Where are we going?”.
The Importance of Corporate Identity
Corporate identity is what distinguishes one company from the next, a visual cue that helps establish the corporate personality and culture. It helps answer questions like “Who are we?” and “Where are we going?” It is the foundation of every business and imperative before any branding can occur. Corporate identity includes a logo and logo type that uniquely distinguishes one company from another establishing consumer recognition, trust and a sense of belonging. A well-built corporate identity will be on everything from business cards to the front door and even office attire. Corporate identity becomes clearer as it manifests itself in the branding strategy.
Branding is an extension of corporate identity and makes a product or service relevant to the target audience. Successful branding delivers a clear, consistent message that builds credibility and creates loyalty. It illustrates what a company, service or product represents in the minds of potential clients while differentiating that company from its competition. Because the corporate identity will be used in various print and digital environments, JH Creative graphic design will recommend how the elements should interact. Consistent use throughout different media will establish the brand and its success. This corporate identity has the sacred honor of representing your company, its product or service — and the people behind it.
The Test of Time
Building a corporate identity and brand recognition is a necessary part of building a business. A logo that works now but not in the future could spell disaster to an established brand and an out-of-date branding concept will decrease relevance, harming the corporate identity. Even an established company needs to evolve to stay relevant; the evolution or maturation of a well-established identity can be done by making subtle changes that keep the essence but update the look. Think of it simply as a facelift for your corporate identity and branding – you will have a new look, but everyone still knows it’s you.
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