First impressions count. Have you made the mistake of launching your business without thinking strategically about the image you want to portray in the market? The good news is that it’s never too late to start building a corporate identity that works for you.
A corporate identity is the visual interpretation of your value proposition. Consider the impression you want people to have of your company. Most of us want to project an image of excellence and the capability of delivering on our promise.
Development of a corporate identity is the first step to achieving this. Your corporate identity consists of
- your company name
- a logo or unique mark
- your tagline or position statement
Along with the typeface, color and paper selection it helps you establish a professional graphic standard for your business and provides a powerful, memorable, unified image of your company and what it stands for.
Here are some corporate identity guidelines to consider:
- Identify and understand your target market. Who are they, what do they care about, how do they make decisions about your products and services? Where do they go to do research, what do they read, watch and listen to?
- Determine your company’s mission and values. How do you want to be known? How will you conduct your business? This is where you think about what you want to accomplish and how you want to do it.
- Develop your value proposition and messaging. What messages will resonate with your prospects and customers? How will your solutions make their lives easier or better? Your key messages will be about them, not you.
- Engage a professional designer. A designer that has done other corporate identities will save you time and money in the long run. A professional designer will understand the impact of colors on people’s perception, how easily a graphic element can be used in all mediums, and how to create a design that can be used for years. A graphic designer will also know how to evolve your existing logo over time.
The right branding has the power to distinguish your from your competition, build market recognition and increase client confidence. Don’t treat it as an expense; consider it an investment in your success.