A business entity or organization, regardless of its size, mission and objectives, needs to have a corporate identity. Your corporate identity defines who you are and what you can do for your customers, business partners and the general public around you. You will also be easier to distinguish from your rivals. Design, action and communication that convey an effective corporate identity can easily set you apart from the competition.
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Part 1 of 5: Developing a Strategy to Define Your Corporate Identity
Step 1. Consider your company's history, vision, and mission
Before you form a corporate identity, you need to agree on the shape and purpose of your company. Read business plans, vision and mission statements, strategic plans, and other corporate documents that may define the purpose of your company's existence and differentiate your company from others.
- Your mission statement should clearly state what you do, how you do it, who you do it for, and what value you bring to the market.
- Each mission statement will be different, but you should still strive for clarity and simplicity as much as possible. A vague mission statement may be more flexible, but your customers and investors will have a hard time understanding what you actually do. Focus on what your company does for its customers, and focus your employees' attention on the goals you have set.
Step 2. Find out what other people think about your company
There are several ways to investigate the views of interested parties about your company, including through surveys, direct questions, interviews, and general discussions. Then, decide whether you want to change that perception. If you feel that your company is sending a bad signal (for example, maybe your customers think your ads are discriminatory towards certain people or your investors feel that you are not being honest), you can change this signal through your corporate identity.
For example, a company like Apple gets constant feedback from its users. They can understand what consumers like and avoid. In addition, they also use the information to create new products and improve old products. Receiving feedback and acting on feedback are two different things
Step 3. Research other businesses and organizations that are similar to yours
Check out their internet site, read their customer stories, visit their social networking pages. Decide what you like and don't like. Also think about how easy (or difficult) you can find their corporate identity.
Take the time to research successful companies and less successful companies. Look for differences between the two, which may lie in the business structure, communication, or design. Think about what can make one company successful while another company fails
Step 4. Create a vision for the future
You must adapt your corporate identity for the next 5 to 10 years as well as you adapt to the present. In your vision, include employees, leaders, and business partners. Ask the first people you hire what they expect from your company's growth; chat with people in your company who are able to reflect the views of employees and interested parties.
Create a plan that describes how your company will shape value over the next five years. Then, determine what ways are most likely to bring success, taking into account the capabilities of your company. Finally, focus your resources on the areas you have defined. The goal is to find the value you can create and find customers
Part 2 of 5: Creating Corporate Design
Step 1. Design a logo
If you don't have one, find a group of designers and writers or hire a consultant to find one for you. Then, hold a meeting to design your company logo. This logo must be designed in such a way that people can immediately recognize it. Since a logo is only one aspect of your corporate design, it may not have much meaning unless it is combined with other aspects of your design.
- For example, McDonald's gold bows are nothing without a red and yellow color scheme; letter form (font); and the products it represents. Now, when you look at those two golden bows, you immediately think of McDonald's and its products.
- Another example: the Apple logo. The apple itself is meaningless, but since it's designed as a brand logo, you'll immediately think of Mac computers and iPhones when you see them.
Step 2. Choose an attractive font
When you create a website, advertisement, or product packaging, you need to create a font design that is instantly recognizable and conveys a certain feeling to the viewer. Choose a font that is suitable, clearly legible, and unique.
- The font you use should reflect your company's image and beliefs. If your company tends to be conservative, use a font like Times New Roman.
- Consider how the font you will use will look on different media. For example, maybe your logo's font will look cool on a billboard, but it won't be legible when placed on a website. In particular, when building a website, you should also think about how your font will display in different browsers. Different web browsers, especially on different computer brands (Mac or PC) may display your site differently.
Step 3. Consider different color combinations
The colors you choose tell a lot about your organization and how you run it. Make sure the colors match your corporate philosophy and strategy.
- For example, if you run a company that produces eco-friendly product packaging, use green as one of the primary colors of your design. The color green is synonymous with the environmental movement. In addition, the color green is also associated with the outdoor environment.
- Another example: If the organization you run is a charity that helps improve the quality of river and sea water, use blue as one of the primary colors of your design. When they see the color blue, people will immediately think of the sea and water, before they are even told about your company.
Step 4. Bring quality to life in your designs
The quality of your design can have a lot to do with how people imagine the quality of your product. A company that offers quality products and services has a greater chance of getting repeat customers. These qualities should be evident in your corporate identity, and design is no exception. Think about how people will react to your site or product packaging.
If you take a look at Apple's site, you'll find it neat, fast, and easy to use. This site is a direct representation of the quality of their products (well designed, fast, easy to use). In fact, the silver color scheme used makes you think of steel or metal, which people tend to associate with strength and quality
Step 5. Build a community
Your design outline must also be able to build a community. If you are able to create a community of users of your service or product, they will be more loyal to your company. For example, Apple does the following to create a community of users of their products:
- First, Apple creates quality products that target specific markets.
- Second, Apple invites its customers to meet and share with each other.
- Third, Apple has concentrated their design strategy on one key element: a good user experience.
Part 3 of 5: Improving Your Company's Professional Conduct
Step 1. Be ethical
Your company's corporate behavior is, by and large, one of the most important aspects of corporate identity. Your company's actions should send a good signal to your customers and stakeholders. One of the easiest and most effective ways to improve your corporate conduct is by ethical conduct, which is to act within the law and conduct business morally.
- One way to behave ethically is to build a system within your company that ensures that your company is transparent and accountable. You can describe this system in company rules or manuals for employees.
- Another way to ensure the ethical conduct of the people you work with is to have zero tolerance for bribery, corruption, and "insider" behavior. You can create a policy stating that people who participate in such activities will be immediately dismissed from work.
Step 2. Protect your customers
Your corporate structure must put customer protection first. This can be done in various ways. These safeguards must be in place to ensure that customers who visit your store, site and office, will remain safe and secure.
- If you run a shopping forum on the internet, you need to prioritize online security so that your customer's personal information cannot be stolen by others.
- If you have a stand-alone store, you need to make sure that your store is secure enough for your customers to feel comfortable when shopping.
- If clients visit your office, make sure they are checked before being allowed to work at your location.
Step 3. Pursue customer satisfaction
When you or your company makes a decision, always think of your customers.
- Resolve customer issues fairly and honestly.
- Make high quality products.
- Make sure your product meets safety standards.
- Invest your time and money to improve an existing product.
Step 4. Create a healthy workspace
When starting a business, opening an office or shop and starting to hire employees, you need to make sure your company policies help your employees stay healthy and safe.
- Comply with standard occupational health and safety laws. Give your employees time off when they need it. Provide a clean bathroom/toilet and break room for employees.
- Act quickly if you hear reports of discrimination, violence, or harassment.
- Create a workspace that balances the professional and personal lives of employees well.
Step 5. Maintain diversity and cooperation among employees
Your company will be efficient if you have employees who work well with each other. When hiring an employee, make sure you only look at the person's qualifications, not race, gender, or other unimportant factors. You can also create diversity by recruiting people who don't always think in line. Try to recruit people who have different views.
- Create a corporate culture that allows everyone to voice their views and contribute freely.
- Find ways for these employees to be proud of their work and be rewarded for their success.
- Provide educational opportunities so that employees can develop their skills.
Step 6. Open an honest dialogue
Speak honestly and openly with your company's shareholders and stakeholders. These are the people who buy your company's stock and products. They will only continue to buy your stock and products if you keep in contact with them. Have an honest dialogue with these people about the state of your business. You can also listen to these people and ask for their opinion on your next steps.
For example, if your sales declined in a certain quarter, you need to be honest about the decline in your reports. Also, ask them about the best way to buck the trend and get back on track
Part 4 of 5: Shaping Your Communication Style
Step 1. Hire a skilled communications specialist
Your communication style with customers can determine the success or failure of your company. Even if your product is the best on the market, you will still fail if no one knows about it. Today, many companies hire employees, even executives, who are specially paid to create effective communication strategies. These people must understand your company's products and processes in depth. You can recruit people who are majoring in corporate communications at good schools. You can also recruit people with MBA degrees.
For example, the University of Indonesia and the University of Padjadjaran have Communication Studies courses that teach students about corporate communication. In this field of study, these individuals are taught to become highly skilled and persuasive planners, problem solvers, and persuaders. Graduates of the study program know how to create the right message, delivered to the right audience, at the right time
Step 2. Trust your communications department
Listen to what they have to say about your strategy. Quantifying communication problems can sometimes be difficult and a poor strategy will derail your company. If you don't listen to your communications department, you're going to have a lot of communication difficulties.
Step 3. Have your communications team teach other departments
Hold meetings, several times a year, to provide an opportunity for your communications team to present their plans and ideas with other employees. The reasons you have a technology team are obvious and immediately justifiable (you need a product to sell), but a communications team doesn't always have a clear purpose or benefit.
You also need to bring everyone together to create a comprehensive and aligned communication plan. For example, maybe your communications team wants to run a certain ad on social media, but your finance team later says that there aren't enough funds and your site designer team says that's not possible. Things like this you will encounter often, and you need to prioritize the sharing of ideas and cross-examination between employees to create a cohesive corporate identity
Step 4. Allow other employees to play a role in the communication
Allow your employees to sell and communicate your product. Don't stop them from sharing information about your company or products. Hold a meeting so these other employees can know your vision and goals, and allow them to share those visions and goals.
For example, allow your employees to use their social media accounts to communicate with the general public about your products. Let Joni post a photo of your latest t-shirt design on Facebook
Part 5 of 5: Testing Your Corporate Identity
Step 1. Test your corporate identity
Once you have created what you consider to be an effective corporate identity, test it in the marketplace. Talk to your customers; use focus group discussions. Ask them what they think of your logo and color scheme. Do they want to buy your product? Ask for specific feedback and immediately return the feedback to your employees so that you can immediately change what you think needs to be changed. Do so as soon as you have established your corporate identity. Use this feedback to fine-tune your corporate identity before you actually go out into the market.
You should take this feedback seriously and act immediately. If you hear a lot of negative reactions, you need to immediately discuss with the people who are giving these negative reactions and ask them to explain further. Then, at the end of the session, thank the people for their time and let them know how much you appreciate their help
Step 2. Pay attention to the internal structure of your business
Make sure your employees and business are up and running smoothly. Reread your ideas on professional conduct and discuss them with your employees. Use their feedback to create a better workspace. You could, for example, hire new employees, create new employee guidelines, or even renovate your office space.
For example, you could hold a quarterly or annual meeting to ask your employees for their free opinion about the company. You can also ask for positive feedback from your employees. Also give them the opportunity to express their opinion anonymously
Step 3. Update as needed
Over time and as your customers change, you may need to update certain aspects of your corporate identity. Always change your identity according to the needs of customers and shareholders. If you see something that needs to change, change it. A corporate identity is not static; You can't shape it and then just ignore it. Your corporate identity will change as your company grows.
- In general, avoid changes to your corporate design. Your corporate design is how your customers recognize your company. If you're constantly changing the font and color of your logo, your company will be hard to spot. A corporate design that lasts longer is better because your design is becoming more and more recognizable. However, there are times when your design needs updating. For example, if your logo is outdated compared to other logos in the same industry, you may want to change it. If you notice that people are now associating new qualities with previously unused colors, you may want to help update your designs according to those qualities.
- Unlike corporate design, your corporate behavior and communications can change constantly. For example, your ad campaign will definitely vary over time. If you use print and television advertising, you might consider moving to digital and social media for lower costs and greater reach.
