Corporate identity is a set of visual and verbal elements that represent the image of a company. These elements that make up the corporate identity include the logo, colour palette, typography and tone of voice among other aspects. In addition, there are key elements to create a corporate identity.
Corporate identity is essential to any business as it helps to create a consistent and recognisable image in the minds of consumers, but it goes beyond that as it is related to fundamental cultural and organisational issues for the business. In this article, we will explore why corporate identity is important to your business and how it helps you maintain customer loyalty.
Build trust and credibility
A company’s corporate identity helps build trust and credibility among consumers. A strong and consistent corporate identity conveys a sense that the company is both professional and stable and can be trusted. Consumers are more likely to trust a company that has a strong and consistent corporate identity than one where it is not defined. It can lead to misperception of the brand and you may not get the expected results.
Moreover, the brand identity represents the values of the company, its relationship with other people and how it behaves in different situations. If customers already recognise you through your visual identity, the important thing is to differentiate your discourse and generate a customer movement that makes you recognisable both visually and in terms of your company’s values. It is also necessary to be coherent and continuous with the discourse. In the event that we do not comply with our own discourse, we could lose the trust of our customers.
Helps to differentiate from competitors
The marketplace is becoming increasingly competitive, so corporate identity can help your company highlight from the crowd. A strong message must be constructed to stand out from the competition and for the public to firmly differentiate what your purpose is and why you stand out from other companies. A strong and consistent corporate identity can help your company stand out from competitors and create a distinctive image in the minds of consumers. These differences for example in web design, packaging design or app design among other marketing elements will make customers become loyal to your company and choose you over other brands.
Increasing brand recognition
One of the most important factors to consider is that the public recognises your brand at a glance. Therefore, a logical, clear and easily recognisable corporate identity will help your customers recognise the brand. Consumers are more likely to remember and recognise a company that has a strong and consistent corporate identity across all of its consumer touch points.
Facilitating communication with consumers
A company’s corporate identity can also facilitate communication with consumers thanks to the type or style of tone we use. In addition, language is fundamental, not only in writing but also in the choice of colours, as these will define to a certain extent the public we are targeting (age ranges, habits, tastes, etc.). A coherent and well-defined corporate identity applied to posters, brochures or emailings can help to transmit the values and personality of your company in an effective way to consumers.
In short, corporate identity is indispensable for any company, as it helps build trust and credibility, facilitates differentiation from the competition, increases brand recognition by the public and facilitates communication with consumers. If your company has not yet developed a corporate identity or you think that your current brand identity is not the right one, it is time to start working on it with me.
