organization should have its own ‘Corporate Identity’. This will
include not only its
name and logo but also how the organization appears to others - whether though
its stationery, uniforms, vehicles, shape and colour of buildings, or even the
way its website and emails appear. Even
advertisements in the press and on television will be instantly recognizable if
the organization has a strong Corporate Identity.
The name is an important part of the Corporate Identity and may be crucial to the organization's success and become a valuable asset bringing with it an image, reputation and customers. The UK’s largest bookseller and stationers, WH Smith, reckon that the real strength of their organization is their Corporate Identity and in particular, their name, which is recognized throughout the UK and promotes loyalty and a feeling of trust.
However, the name
component of the Corporate Identity can be used by some organizations to deliberately mislead
by including words such as Universal, International, Quality, or other prestigious
sounding words or phrases.
Organizations with many parts can present a single unique image to the world by having all their parts associated with a strong, central recognizable Corporate Identity. Even legally separate organizations may work under a common Corporate Identity ‘umbrella’ so that they can be recognized as one.
However, the individual units of a large group may be concerned that they become invisible and be forgotten, or starved of funds. Consequently, they may strive to be noticed within the overall structure and develop their own unique subset of the overall Corporate Identity.
A strong Corporate
Identity can be more valuable to an organization than all its other assets put
To see a website specializing in Corporate Identity, please click here.