Why Image Is Everything

Company Programme:Corporate Image & Identity

© LCSB - YE

What is Corporate Identity?

A visual means of identifying a corporation, company or organisation

A strategic asset which helps to achieve the longer-term communication goals

Wally Olins’ definition

Founder of Wolff Olins Branding/CI specialists

“CI makes the corporate strategy visible through design”, projecting... who you are what you do how you do it

Do Apple do this best?

YE companies also do it well!

It’s more than a logo!

The logo is the “signature” not the letter It’s the “tip of the iceberg”

They should be distinctive, easily recognisable,memorable and reducible

Ideally symbolic too Name the top 10 logos according

to www.goodlogo.com

Top ten logos

The Corporate Identity Mix

Logo Letterhead Uniforms, livery and signage Interior and exterior design of

buildings Literature, advertising, annual

reports Products and packaging Consistency is key throughout

Right down to staff t-shirts

All comms derive from CI

Every company has a Corporate

Image May be muddled, messy and

confused Ideally clear, strong, positive and

unique Depends upon management’s

ability this often under-valued resource

Poor CI can hamper any point of contact

Points of contact are many

All equal in the eyes of the consumer

4 key elements of the CI mix

1. Products/services

2. Social behaviour, ethics, community

affairs

3. Environments

4. Communications2 & 3 of growing importance

It’s in Apple’s mission statement

“Apple computer is

committed to protecting the

environment, health and

safety of our employees,

customers and the global

communities where we

operate…..”Sustainability is starting to lead image

Advantages of good CI

Can create competitive advantage Improve sales Support new product development Strengthen financial relations Harmonise employee relations Boost recruitment Manage crises

How will you be judged?

Building a winning Trade Stand

© LCSB - YE

What trade stands must show

1. Name of the company2. Name of school/college and link teacher3. Advisers names and their companies4. Which YE area you belong to5. Your product!6. Highlights of sales/finance performance

Show your Mission Statement!!

What might the judges ask?

What are your company’s beliefs/values? How did you come up with your business idea? How would you take your idea further? What were your biggest problems? How did you solve them? Who are your target audience? How have you worked as a team? What have been some unexpected costs?

3 key things your stand must say

1. Who you are

2. What you do

3. How you do it

Legs of London

FORCE 7

BEJEWELLEDPurple t-shirts!

The messy one with knitted octopuses

Black rabbit

Cockroach

Gloyster

Flat trade stand

Enviro-mental

Folded arms

John Paul

THANK YOU!