1. Knowing your audience
Knowing and understanding your prospective partners and clients is an essential element in creating a successful corporate identity. Defining who you are speaking to will help you target your communications more effectively. Take the time to carefully consider the professionalism of your marketing materials, the look of your company website and the consistency of the content on your social media platforms. Better understanding your audience will allow you to better target your corporate communications.
2. Keeping things simple
Your corporate identity needs to be simple and uncomplicated. When you try to do too much, things get confusing and inevitably communications get lost in translation. By keeping things simple you are keeping your communications strong, clear and understandable. Simple promises of professionalism, innovation and trust should be visually present across your corporate identity. Creatively simple corporate identities cut through and engage.
3. Knowing your colors
Color is a central element of your corporate identity. While it is not the only element in your corporate identity, it is definitely one of the first things seen and possibly one of the most remembered by prospective partners and clients. Research into the impact of color in marketing, conveniently titled Impact of color on marketing found that colors really do influence the moods and feelings (positively or negatively) of consumers. Be sure that whatever color mix you do choose for your business it can work online as well as in traditional print marketing. What looks great on a computer screen in RGB may not look so great on paper in CMYK.
4. Keeping communications consistent
The words, sentences, shapes, colors and images used across your corporate communications must be consistent. Keeping your corporate identity consistent will ensure your prospective partners and clients develop a strong connection and relationship with your business. However, please also remember, a corporate identity should evolve with the growth of a business and changes in the marketplace. So, it is important to monitor and evaluate your corporate identity in relation to your audience and the marketplace.
5. Knowing your style
The best way to know and maintain your corporate identity is to create a style guide with exact specifications and guidelines. To clearly communicate in a consistent way with partners and clients you should use the same tone of voice, fonts, colors, formats, images and media platforms. Also, using quality graphic designers, media planners and printers on a consistent basis, you will be able to maintain the strength of your corporate identity.
Scopic works with you to create a strong and consistent corporate identity across your business, contact us to find out more.