Have you got a mission for the organization? In addition to making a profit, what do you want your business to be? Envision your company as a human being; it should have a distinct personality with unique qualities. A company identity is exactly that: the traits that attribute human qualities to a firm and define “who” that organization is and what’s important to it. With no corporate identity, your company is yet another business.
The Importance of a Corporate Identity. For a lot of business people, earning profits isn’t enough. They demand their company to change the world; to make a variation in some way. For some, that means providing individuals with a product that fulfills their desires. For some individuals, it’s making enough revenue to contribute to causes that the owners champion.
For example, Whole Foods has produced its corporate identity around the merchandise it offers. The company’s shops don’t have a lot of processed food. They focus on organic produce and healthy merchandise. Whole Foods has built a corporate identity around wellness and health. And also being in line with the founders’ vision for making a difference on this planet, the corporate identity gives excellent advertising and marketing.
The Outcome of a Corporate Identity. Consumers recognize that Whole Foods is a corporation that markets healthy food and wellness products. It’s not a market for everyone-the company’s demographic tends to be higher-income and more educated that the average consumer. Nevertheless for those who are concerned about healthy food and can afford the products Whole Foods offers, the corporate identity acts as ongoing marketing.
A corporate identity could also have a huge impact on philanthropy. When Blake Mycoskie started his TOMS shoe company, he thought very strongly that he need to donate sneakers to children in under-developed countries. Right from the start, his slogan, “One for One,” educated consumers that as soon as they bought a pair of TOMS, the company would donate a set to a child. In combination with building a financially profitable business, Mycoskie created a corporate identity has allowed TOMS to give over two million pairs of shoes all over the world; consumers understand the philanthropic identity and feel even better about buying his shoes.
Branding and Corporate Identity. A corporate identity comes to life through branding. When a company has created a listing of traits it hopes to portray, the next phase is promotion. While using the previous example of Whole Foods, here’s how that company has used branding to build their corporate identity apparent: Their name connotes healthy food. A “whole” food is one that hasn’t been altered or chemically enhanced. Their logo incorporates a piece of fruit in the “O” of “Whole.” This company website features content that focuses on wellness and health. Whole Foods stores feature recycling and energy-saving fixtures. Social media focuses on overall wellness topics. Everything that Whole Foods does-from its website to its physical locations, portrays its corporate identity. As a result, the public is well aware of what the company sells and what its beliefs are. What is your corporate identity? Outline it, and advertise it through branding.
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