CORPORATE IDENTITY

INTRODUCTION Organisation are set to have a personality, a

persona that reflects the inner spirit and heart of the organisation.

The management of Corporate Identity is vital if the image held of the organisation by all stakeholders is to be consistent and accurately represent the personality of the organisation.

The concept of the Corporate Identity can be traced to the earliest firms that use specific mark or logo to differentiate themselves from their competitors and imprint their image in the minds of consumers.

Example: PETRONAS

DEFINITION Corporate Identity was the accepted terminology

in the 1980s and this gave way to Corporate Branding in the 1990s

What is Corporate Identity? Visual manifestation of the company reality as

conveyed through the organisation name, logo, motto, products, services, buildings, stationery, uniform and all other tangible pieces of evidences created by the organisation and communicated to a variety of consistencies.

Finger Lickin’ Good

Management of the identity process can communicate three key ideas to audienceWho ?What ?How ?

SHAPING IDENTITY A Vision that Inspires

A common thread that all employees and ideally all other consistencies can relate to.

Encompasses the company’s core values, philosophy, standards and goal.

Example: Air Asia- Now Everyone can fly

Names & Logos Help illustrate the conscious actions organisations

make to shape the identity and differentiate themselves in the marketplace.

The visual nature of logos allow them to communicate even more about a company than its name.

IDENTITY MANAGEMENTSTEP 1: CONDUCT AN IDENTITY AUDIT

STEP 2: SET IDENTITY OBJECTIVES

Access the current reality

Clear goals is essential to the identity process

STEP 3: DEVELOP DESIGNS AND NAMES

STEP 4: DEVELOP PROTOTYPE

STEP 5: LAUNCH & COMMUNICATE

To reflect what the consistency were already calling it that would give a distinct identity

Develop models using the new symbol or name

Formal introduction of the company new identity

STEP 6: IMPLEMENT THE PROGRAMME

A communication process involving interpersonal savvy and coordinated approach

DIMENSIONS OF CORPORATE IMAGE

Exchange of attitudes and perceptions within stakeholders of the organization itself.

An organization’s consideration on who they are and what they would like to be , then project identity cues to stake-holders.

Strong positive identity can enhance the quality of products and services.

Develop more effective and efficient promotional programmes

Focusing on the organizations distinctiveness and then allow for the ripple wash over the variety of offerings.

ELEMENTS OF CORPORATE IDENTITY CORPORATE PERSONALITY

Core value and belief turn into Corporate Philosophy

Articulate the only One Mission clearly

Characteristic(s)

CORPORATE IDENTITY

Differentiate an Organization

Must have for EVERY organization

Manifesting 3 aspects: *Design*Communication*Behavior

Corporate Identity is manifested in 3 ways:

•Corporate design (logos, uniforms, corporate colours etc.)•Corporate communication (advertising, public relations, information, etc.)•Corporate behaviour (internal values, norms, etc.)

I] CORPORATE DESIGNVisual aspect- 4 aspects:-Corporate name-logo and symbol-Typefaces-Color

II]CORPORATE COMMUNICATION

More than a name;a meaning

Color ; a sense of exclusivity for advertising, campaign

CORPORATE COMMUNICATION

o Issued by a corporate / organization / body / institute to all its public.

o An organization needs convey the same message to all of its stakeholders in order to transmit coherence, credibility and ethic.

o Build its message, combining its vision, mission and values.

Strategically communicate to their audiences through public relations and advertising.

Simply a part of the process that translates corporate identity into corporate image

Employees are probably the most important medium of communication between the organisation and the public.

Required changes should attempt to adapt employee perceptions first and then their attitudes and behavior.

Address all matters of structure and internal communications and the conflicting needs of different stakeholders.

WHAT CORPORATE COMMUNICATION ENCODES AND PROMOTES?

Strong corporate cultureCoherent corporate identityReasonable corporate philosophyGenuine sense of corporate

citizenshipAn appropriate and professional

relationship with the press, including quick, responsible ways of communicating in a crisis

CORPORATE COMMUNICATIONS

Is all about Managing Perceptions and Ensuring:

Effective and timely dissemination of information

Positive corporate image

Smooth and affirmative relationship with all stakeholders

THE RESPONSIBILITIES OF CORPORATE COMMUNICATION

To project the profile of the "company behind the brand" (corporate branding)

To indicate who should perform which tasks in the field of communication;

To formulate and execute effective procedures in order to facilitate decision making about matters concerning communication

To mobilize internal and external support behind corporate objectives.

To co ordinate with international business firms

III] BEHAVIORInteraction

Tone of voice

Action and response

Brand responsibility

Project identity to external stakeholders

CORPORATE IMAGEPerception of multiple audience

Image is a perception of the organization by public (Bernstein,1984)

Multiple images

Halo effect

CORPORATE REPUTATION4 Elements for building a favorable

reputation :

CredibilityTrustworthinessReliabilityResponsibility

CONCLUSION

Corporate identity is not a special

minor tool;It’s a central component to the strategic management process

Ex: Apple

Apple video : vision:  https://www.youtube.com/watch?v=8toYiGU0sMk

product: https://www.youtube.com/watch?v=ox3hfx2SqAE

people/culture: https://www.youtube.com/watch?v=Ffb9MNgGmsw

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