CORPORATE IDENTITY

INTRODUCTION Organisation are set to have a personality, a persona that reflects the inner spirit and heart of the organisation. The management of Corporate Identity is vital if the image held of the organisation by all stakeholders is to be consistent and accurately represent the personality of the organisation. The concept of the Corporate Identity can be traced to the earliest firms that use specific mark or logo to differentiate themselves from their competitors and imprint their image in the minds of consumers. Example: PETRONAS

DEFINITION Corporate Identity was the accepted terminology in the 1980s and this gave way to Corporate Branding in the 1990s What is Corporate Identity?  Visual manifestation of the company reality as conveyed through the organisation name, logo, motto, products, services, buildings, stationery, uniform and all other tangible pieces of evidences created by the organisation and communicated to a variety of consistencies. Finger Lickin’  Good

 Management of the identity process can communicate three key ideas to audience  Who ?  What ?  How ?

S HAPING IDENTITY A Vision that Inspires  A common thread that all employees and ideally all other consistencies can relate to.  Encompasses the company’s core values, philosophy, standards and goal.  Example: Air Asia- Now Everyone can fly Names & Logos  Help illustrate the conscious actions organisations make to shape the identity and differentiate themselves in the marketplace.  The visual nature of logos allow them to communicate even more about a company than its name.

I DENTITY MANAGEMENT STEP 1: CONDUCT AN IDENTITY AUDIT STEP 2: SET IDENTITY OBJECTIVES Access the current reality Clear goals is essential to the identity process STEP 3: DEVELOP DESIGNS AND NAMES STEP 4: DEVELOP PROTOTYPE STEP 5: LAUNCH & COMMUNICATE To reflect what the consistency were already calling it that would give a distinct identity Develop models using the new symbol or name Formal introduction of the company new identity STEP 6: IMPLEMENT THE PROGRAMME A communication process involving interpersonal savvy and coordinated approach

DIMENSIONS OF CORPORATE IMAGE Exchange of attitudes and perceptions within stakeholders of the organization itself. An organization’s consideration on who they are and what they would like to be, then project identity cues to stake-holders.

Strong positive identity can enhance the quality of products and services. Develop more effective and efficient promotional programmes Focusing on the organizations distinctiveness and then allow for the ripple wash over the variety of offerings.

E LEMENTS OF C ORPORATE I DENTITY  CORPORATE PERSONALITY Core value and belief turn into Corporate Philosophy Articulate the only One Mission clearly Characteristic(s)

 CORPORATE IDENTITY Differentiate an Organization Must have for EVERY organization Manifesting 3 aspects: *Design *Communication *Behavior

Corporate Identity is manifested in 3 ways: Corporate design (logos, uniforms, corporate colours etc.)uniformscorporate colours Corporate communication (advertising, public relations, information, etc.)advertising Corporate behaviour (internal values, norms, etc.)

I ] C ORPORATE DESIGN Visual aspect- 4 aspects: -Corporate name -logo and symbol -Typefaces -Color

II ]C ORPORATE COMMUNICATION More than a name;a meaning Color ; a sense of exclusivity for advertising, campaign

CORPORATE COMMUNICATION o Issued by a corporate / organization / body / institute to all its public. o An organization needs convey the same message to all of its stakeholders in order to transmit coherence, credibility and ethic. o Build its message, combining its vision, mission and values.

Strategically communicate to their audiences through public relations and advertising. Simply a part of the process that translates corporate identity into corporate image Employees are probably the most important medium of communication between the organisation and the public.

Required changes should attempt to adapt employee perceptions first and then their attitudes and behavior. Address all matters of structure and internal communications and the conflicting needs of different stakeholders.

WHAT CORPORATE COMMUNICATION ENCODES AND PROMOTES? Strong corporate culture Coherent corporate identity Reasonable corporate philosophy Genuine sense of corporate citizenship An appropriate and professional relationship with the press, including quick, responsible ways of communicating in a crisis

CORPORATE COMMUNICATIONS Is all about Managing Perceptions and Ensuring: Effective and timely dissemination of information Positive corporate image Smooth and affirmative relationship with all stakeholders

THE RESPONSIBILITIES OF CORPORATE COMMUNICATION To project the profile of the "company behind the brand" (corporate branding) To indicate who should perform which tasks in the field of communication;

To formulate and execute effective procedures in order to facilitate decision making about matters concerning communication To mobilize internal and external support behind corporate objectives. To co ordinate with international business firms

III ] B EHAVIOR Interaction Tone of voice Action and response Brand responsibility Project identity to external stakeholders

C ORPORATE I MAGE Perception of multiple audience Image is a perception of the organization by public (Bernstein,1984) Multiple images Halo effect

C ORPORATE R EPUTATION 4 Elements for building a favorable reputation :  Credibility  Trustworthiness  Reliability  Responsibility

Strong Reputation PersonalityIdentityImage

CONCLUSION Corporate identity is not a special minor tool;It’s a central component to the strategic management process Ex: Apple

Apple video : vision: product: people/culture: gGmswhttps:// gGmsw

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