Branding

Development of a Corporate Identity Concept

I am Franzi and I am currently an intern at the Dairy agency. I am studying journalism and media management in Germany. Hence this is why I am interested in all kinds of corporate work and ideas you need to build up your own business. 

The corporate identity is made up of many components. The aim of the corporate identity is to evoke a certain image with customers and potential customers and evolve a sense of belonging to the employees. The corporate identity concept should be created carefully before starting a business.

Infographic by Franziska Meier

 


Let’s check out the elements of a corporate identity concept…



Corporate Philosophy


We as the company need to understand ourselves and define our own personality. We have to have a plan and goals for the future and know how we are going to achieve this. The aim of these reflections is to demonstrate attitudes and norms, and parent values of a company.


Furthermore, this includes principles of conduct, which serve to control the behaviour of our employees. The rules of conduct present themselves in dealing with customers, in the guide, in the communication, but also in dealing with the environment or the quality of the products.


 

Corporate Behaviour


“The corporate behaviour is by far the most important instrument of corporate identity. It is the behaviour of the company with its impact and consequences.” (Translated from Birkigt/Stadler/Funck (2000)



Actions speak louder than words, which means, to third parties (other companies or clients) the company proves itself much more by its conduct than by its explanations. How the company acts, is what customers and employees see. Although communication measures are connected with conduct, it’s missing the intense effect that actions have on us.


For that we have to keep an eye on more points like supply behaviour, price behaviour but also  social behaviour and internal and external behaviour.


 

Corporate Design


To give the company a unique position in the market you need a uniform appearance. An appearance that conveys your corporate philosophy and underlines your competence. Your closed visual concept extends from the design of the logo, the letterhead, to the selection of the workwear.


Corporate Design is separated into two sections:



Inner appearance


For example: How do we present our face to our employees?



Outer appearance


For example: What do our products look like?

 

Corporate Communication


To the working areas of corporate communications belongs the behaviour, the appearance and the communication of, and in a company.


With communication we try to construct, maintain and change an image. This is why we have to work on our company’s actions outwardly and inwardly.


This strategy allows “… an optimum of common and differentiated response capabilities […] and prevents inconsistencies and duplication of work.”
(translated from Guard / Brammer (1993)

 


Corporate Culture


The corporate culture is created directly with the establishment of the company. It is the base for the corporate identity, but changes with the way of using and changing ideas. The corporate culture is the foundation for our actions and our values make the norms and standards for our company.


“Standards are rules of conduct that are intended to behave all members within the meaning of the values of the company (worth compliant).”
(translated from Grains (1993)


In a nutshell corporate culture is the process and the result of the corporate identity.

 

Corporate Image


The Image is the result of the used corporate identity instruments. It is the reflection of our company.


A corporate image refers to the opinion which the public has by the company.


 

To find your way into the costumers’ head, agencies like the Dairy are giving their helping hand and working with you on your own brand planing.

 


This is my last Blog post and sadly I now say goodbye to all my nice colleagues here at the Dairy. Auf Wiedersehen!