The company as a personality – the corporate identity
The Corporate Identity describes holistically all characteristics of an enterprise, which make it individually and differentiate it from the competition. We strategically develop these characteristics – mission statement, philosophy and values – for companies, formulate them and translate them into a corporate design that makes the corporate identity perceptible.
Brand strategic aspects of corporate identity
The components that make up the corporate identity – corporate design, corporate culture, corporate behavior and corporate communication – are determined by the brand strategy. A clear strategy, which is reflected in all components of the brand identity, makes the brand recognizable and credible for partners, employees and customers. The following aspects are therefore indispensable for the CI:
Corporate Purpose
The brand purpose describes the intrinsic motivation of a company beyond its own purpose. Nike’s purpose in itself, for example, is to produce sportswear and shoes. The purpose of the brand, on the other hand, is to enable everyone to become an athlete. The brand purpose is becoming more and more important for corporate identity: consumers and employees of the younger generation increasingly value purpose. More about Brand Purpose
Brand Values
A clearly defined framework of values provides internal and external orientation, in day-to-day business as well as in major decisions. This is the touchstone by which messages, products and campaigns are measured to determine whether they correspond to the corporate identity. More about Brand Values
Corporate Vision
The vision statement answers the question of what the company wants to achieve. It reflects the internal view and serves as a guiding star for the employees. It is future-oriented, inspiring, big thinking – but achievable. As a concise signpost, the statement is no longer than one sentence.
Corporate Mission
The mission statement answers the question of what the brand does. It is addressed to customers and partners and clarifies the added value for them. It is present and describes the performance in a differentiating and memorable way in one sentence.
Brand positioning
The positioning of a brand is also an expression of corporate identity: it shows where the brand is positioned in the market. In order to keep the brand promise, it is essential to include existing potentials and resources in the positioning. More about Brand Positioning
Brand architecture
The brand architecture helps to either clearly distinguish individual brands from each other or to let them pay off against each other, depending on the context of already existing brands in the company. It is also the yardstick for determining which brands fit the corporate identity. More about Brand Architecture
Brand name
The brand name is often the first point of contact with the brand, even before the target group knows anything about services or products. We create names that convey the right feeling for the respective corporate identity, stimulate curiosity and remain in mind. More about Naming
Claiming
A Claim manufactures as concisely as possible a reference to the brand promise. A successful claim can make a significant contribution to brand awareness and perception – and thus become a veritable instrument of value creation. More about Claiming
Distinguishing between purpose, vision and mission
At first glance, it is not easy to clearly distinguish between corporate purpose, vision and mission. On closer inspection, however, they form a hierarchy.
The corporate purpose is at the highest level, floating above things, so to speak. It answers the question of why the company is in the world. In a sense, it is also addressed to the entire world, namely to all stakeholders of the company, both internally and externally.
The corporate vision describes the longer-term goal of the company, e.g. a positioning or reputation to be achieved. It is aimed primarily at employees and serves as motivation and orientation.
The corporate mission summarizes the concrete services of the brand in the sense of a value proposition and is accordingly directed primarily at customers.
In 3 steps to a strong brand identity
With the Brand Frame
In the brand workshop we define the core elements of the corporate identity
In our Corporate Identity process, the first step is to develop the brand-strategic basis for the Corporate Identity in a workshop. Together with our clients* we identify in one day purpose, values, positioning, target group needs, look & feel and thus the basis for the corporate design.
Corporate design makes the corporate identity visible
We transfer the brand-strategic basics of the Corporate Identity into a Corporate Design. The Corporate Design or CD is the visual expression of the corporate identity. At first glance, it makes tangible what the company stands for – with an interlocking design system.
Logo
The image or symbol that people use to optimally identify a brand at first glance, even if the name cannot be seen. MORE ABOUT LOGO DESIGN
Typography
Fonts used by companies or partially even exclusively designed for them, tell a lot about the character of the brand –Colours are carriers of meaning, both culturally and emotionally. conservative, factual, lovely, disruptive, etc
Color scheme
Colors are carriers of meaning, both culturally and emotionally. From colours, observers infer certain (brand) characteristics. Therefore the composition of a colour climate is a central part of corporate design. MORE ABOUT THE COLOUR SCHEME
Imagery style
Images have the power to communicate emotions and messages directly. Essential for this is not only the motif itself, but the mood of the picture: light, colour climate, contrast and composition. MORE ABOUT THE IMAGERY STYLE
Design grid
The design grid or grid serves to arrange, systematize and stage content. Design laws and principles support the eye movement and thus help to capture content.
Icons
A concise icon system facilitates the communication of content and can contribute significantly to the identity of a brand. Ideally, the brand can be recognized by the style of the icons. MORE ABOUT ICONS
The corporate design elements are applied in all digital and analog touchpoints – from the website to the corporate architecture. Thus, the external appearance significantly shapes the way the company is perceived by outsiders: Customers, suppliers, partners and potential employees.
Corporate Design Manual
Rules for the use of all corporate design elements are documented in the Corporate Design Manual. Clear and binding guidelines make processes efficient and prevent visual arbitrariness. In the brand manual, we create transparency for the consistent application of corporate design elements for customers and trades.
Culture, behavior and communication complete the corporate image
Corporate identity is often used synonymously with corporate design. In fact, however, the Corporate Design is a component of the Corporate Identity, namely the visible component. How Corporate Design and strategy behave as elements of the Corporate Identity to each other, can be described with the picture an iceberg: Only a part of it is visible above the surface of the water, the majority of the iceberg lies below the surface.
In the case of persons, the appearance would correspond to their respective appearance and behavior in public, their clothing, their gestures, what someone says and what he or she recognizably takes a stand on.
We are corporate identity specialists.
A convincing corporate identity helps people to identify with a company
A corporate identity aims to build a strong corporate personality. Externally, it helps to distinguish the company from other market participants. Internally, it figuratively ensures that everyone in the boat is rowing in the same direction and to the same beat. In view of the tough competition for qualified employees, a clear corporate mission statement with which people can identify is becoming increasingly important for employer branding.
Corporate Behaviour
Corporate Behaviour regulates the behaviour of the company and its staff both internally and externally. This includes:
- the leadership style
- the way colleagues treat each other
- the behaviour of employees towards outsiders
- the behaviour of the company towards the media and the public
Above all, the last point is that corporate behaviour and corporate identity concept are coherent in order to generate the desired image among the public, customers, the press, or potential employees. This also includes dealing with criticism.
Corporate Communication
Describes the communication strategy of a company. Corporate Communication encompasses all communicative activities, both internally and externally. The goal here too is to create a clear corporate identity image of the company. One instrument for this is the corporate language. With its tonality and specific language rules of the company are established.
All in all, the corporate identity aims to build a strong business personality. Internally, in the figurative sense, it ensures that everyone in the boat is rowing in the same direction and in tact. Externally, it helps to profile and demarcate the company from other market participants. In view of the tough competition for skilled workers, a clear mission statement that people can identify with is increasingly gaining in importance for employer branding.
Corporate Behaviour
Corporate Behaviour regulates the behaviour of the company and its staff both internally and externally. This includes:
- the leadership style
- the way colleagues treat each other
- the behaviour of employees towards outsiders
- the behaviour of the company towards the media and the public
Above all, the last point is that corporate behaviour and corporate identity concept are coherent in order to generate the desired image among the public, customers, the press, or potential employees. This also includes dealing with criticism.
Corporate Identity examples
To better understand the concept of corporate identity, we present companies that have shown that consistent implementation of brand strategy can lead to a strong brand personality:
Corporate Design example: DCSO
The starting point is the Dome, which is composed of many units, representative of community members. The theme of cybersecurity runs through the color scheme and iconography. The protective sphere can be depicted from different perspectives and still forms a recognizable element – so that the brand can be recognized even without a logo.
Example of corporate culture: Adobe
Every year, Adobe is ranked among the most attractive companies in the world. This is not only due to modern offices with a wide-ranging sports program and healthy meals, but also to a sense of appreciation that permeates all structures of the system. Employees are the focus of attention: Paid training, flexible working hours, and vacation are designed to contribute to physical and mental health. With its “Adobe Cares” well-being program, the brand promotes the motivation and commitment of its employees, who are the most important asset in the creative process.
Example of corporate communication: Airbnb
The rental and travel platform Airbnb captivates with welcoming and inclusive language for hosts, guests, and employees alike. Acceptance is a core value of the brand, which is also lived out in internal and external communications. The brand slogan “Don’t just go there. Be at home there,” suggests that everyone belongs everywhere in the world, regardless of social and ethnic origin or sexual orientation.
Corporate identity at first glance
Overview of frequently asked questions
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What is Corporate Identity?
Corporate identity describes all the characteristics of a company that make it unique and distinguish it from the competition.
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What does corporate identity include?
Corporate identity consists of the elements corporate culture, corporate behavior, corporate design and corporate communication. All aspects aim at a differentiated corporate image and the noticeable differentiation from other market participants.
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Why is Corporate Identity needed?
Corporate identity aims to build a strong corporate personality. Externally, it helps to distinguish the company from other market participants. Internally, it figuratively ensures that everyone in the boat is rowing in the same direction and to the same beat.
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What are CI guidelines?
Guidelines for the use of all corporate design elements are documented in a corporate identity manual. Clear and binding guidelines form the basis for the brand, make processes efficient and prevent strategic and visual arbitrariness.
What is Corporate Behaviour? -
What is Corporate Behaviour?
Corporate Behaviour regulates the behavior of the organization and its members internally and externally (e.g. management style, behavior towards the media).
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What is Corporate Culture?
The corporate culture with values, norms and a code of conduct is intended to establish a “we-awareness” and ensure that organizational members act in the interests of the organization.
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What is Corporate Design?
Corporate design is the visual expression of a company’s identity. It makes it clear at first glance what the company stands for.
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What is Corporate Communication?
Corporate communication encompasses all internal and external communication activities and describes a company’s communication strategy.
Templates for the creation of a corporate identity
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Mission Statement Template
The mission statement states the value proposition.
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Positioning Cross
Define for whom and for which needs the brand offers solutions
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Vision Statement Template
Define a specific goal that the brand wants to achieve within a defined period of time.
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Brand Purpose Board
Align the social added value, the needs of the target group and your own goals.
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Buyer Personae
Define for whom and for which needs the brand offers solutions
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Golden Circle Template
Get clear about the why, how and what of your brand and build the strategic basis with it
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Identity Prisma Template
Define the brand identity on 3 different levels with the identity prism template.
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Brand Wheel Template Esch
The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.
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Brand Values Template and Card Deck
Develop brand values with examples and exercises and define what the brand stands for
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Brand Key Template
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
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Brand Wheel Template
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
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Brand Personality Sliders Vorlage
Define the brand personality: with the Brand Personality Sliders template.
Brand workshop as a starting point
Are your self-image and external image in harmony? We help you efficiently gain clarity about the identity of your company – be it in times of upheaval or start-up. In creative formats such as brand workshops, we identify with you values, USP, formulate vision/mission, define a positioning, and develop a mission statement that matches company goals and target group needs.
Who is your company?
Let’s find out.
