In marketing, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.
Corporate identity comes into being when there is a common ownership of an organisational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy.
In general, this amounts to a corporate title, logo (logotype and/or logogram), and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved colour palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand.
Many companies, such as McDonald's and Electronic Arts, have their own identity that runs through all of their products and merchandise. The trademark "M" logo and the yellow and red appears consistently throughout the McDonald's packaging and advertisements. Many companies pay large amounts of money for an identity that is extremely distinguishable, so it can appeal more to its targeted audience.
Corporate identity is often viewed as being composed of three parts:
- Corporate design (logos, uniforms, etc.)
- Corporate communication (advertising, public relations, information, etc.)
- Corporate behavior (internal values, norms, etc.)
Corporate identity has become a universal technique for promoting companies and improving corporate culture. No matter what stage your business is at - whether you are just starting out or have been established for some time - it is vital that you choose the identity design that represents your business and its values, along with the products and services that the business offers to the marketplace. This is so that potential and existing customers and stakeholders alike are able to make accurate and informed decisions about whether to deal with you, as opposed to dealing with one of your competitors.
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