Transcript Corporate Identity

Exploring Identity in
Movies
Identity Lost
Identity Stolen
Identity Sold
Identity Concealed
Identity Abused
Identity Exploited
Identity Discovered
Developing
Corporat
Identit
e
y
What is Corporate
Identity?
• The persona of the corporation – a
set of values and principles held by
the firm.
• The group of features, values and
beliefs with which the company or
organization identifies and
differentiates it from the rest.
• The image, like an individuals’
personality, with which a company
can be identified and which portrays
its aims and objectives.
What is Corporate
Identity?
• The average and accepted
behaviour, atmosphere, values,
attitudes, dress, business practices,
and philosophy in a given
organisation.
• It goes beyond the visual effects, and
penetrates deep into the heart of who
you are.
Building Corporate
Identity
1. Capture the personality of the corporation
2. Make sure it appears spontaneous
3. Work until it is unique
4. Align all products and services to it
5. Communicate it in everything you do
6. Try to describe it in as few words as
possible:
Hewlett Packard - “invent”
3M - “innovation”
Jaguar - “gorgeous”
Evaluating Corporate
Identity
Answer these questions:
• What type of organisation is it?
• Are there other groups offering the same
services?
• Do staff understand what it does and where its
going?
• What does the company’s stationary look like?
• How do staff members dress?
• How do people answer the phone?
• How often is the website updated?
Corporate Identity Impact
When you have corporate identity “right” it
will touch on everybody in the company,
from the person who answers the phone to
the CEO. While the logo and the company
look is important, the way employees
communicate with customers, how you
project your values day to day, how you
manage your team - that is what builds
corporate identity.