- Different organisations interpret ‘corporate identity’ in different ways. Some choose to see it simply as the visual identity of their product or service. Re-working their corporate identity is therefore merely a matter of re-designing their logo and/or symbol.
Others regard it as the means by which to communicate the underlying service or product proposition (mainly to external audiences).
Some might consider it as the catalyst for change. At an organisational level, corporate identity becomes a convenient label to help everyone buy into a complex process.
Finally, there are those organisations that build their business on a brand platform. They align corporate and brand strategy to the extent that the brand is the embodiment of the corporate vision, allowing the brand mission and values to inform and support all internal policies and practices.We believe that this last, ‘holistic’ perspective is the most effective approach to managing corporate identity.How do we work to make your corporate identity deliver results? We do this by making certain we share a common understanding of your corporate objectives, down to the finest detail. This will ensure that your brand can be lived and experienced by all its intended audiences and that your visual identity reaches out as far as possible.- Corporate identity programmes typically feature objectives that are not mutually exclusive:
- To differentiate the organisation from its competitors, partners and the world in which it operates.
- To try to capture the ethos and flavour of the organisation.
- To achieve a consistency in all its external and internal communications.
- To create a ‘flag’ under which all within the organisation can unite.
How will we know when we have achieved the ultimate creative solution? Against what criteria will client and creative team select the winning concept? And how will we judge its effectiveness over time?The answers lie in the work we carry out before any design work is started.First we must step back and see the bigger picture by immersing ourselves in your organisation.We then fully digest all we learn, identifying the key issues and building them into the design brief. This document will incorporate all the specific, visual objectives in order to meet your strategic corporate objectives.The creative phase then begins against a clearly defined set of criteria, removing much of the subjectivity from the selection process. We are all human, and we all have likes and dislikes. But, simply because we like something, it doesn’t make it right.Once we have selected and rigorously tested the creative solution, we start implementation. This is steered by a simple set of guidelines that is easy to follow and straightforward to police.Finally, and most importantly, we agree on the optimum method for tracking the new identity ’s success. There are many ways of doing this. However the best approach for you will only emerge once we have a deeper understanding of you and your business.
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