Building a strong corporate identity is crucial in the successful execution of brand strategy.
You’ve determined your business strategy and brand strategy; the next step in achieving your business goals is to convey your brand purpose, brand promise and brand personality to your target consumers. Consumers need to recognize your brand and know what it delivers before they decide to make a purchase. Hence having a clear and consistent presentation across all your marketing touchpoints is key to gaining the consumer’s recognition, trust and loyalty. These objectives can be accomplished by creating a corporate identity.
A corporate identity is the way your brand presents itself to the world. It defines the visual appearances and experiences consumers have with your brand at every touchpoint, which includes elements such as logo, colour palette and imagery. It is a guide to ensure that whether consumers are viewing a website, seeing an advertisement, attending an event or speaking to a customer service representative, they get the same experiences – the one your brand promised to deliver. The accumulation of these experiences shapes the consumer’s perceptions of your brand and affects their decision to engage, purchase, and re-purchase. Successful implementation of a well-designed corporate identity establishes brand presence, builds brand recognition and creates a clear distinction between your brand and your competitors.
Corporate identity plays a vital part in the implementation of brand strategy which, in turn, affects a brand’s long term success. Sparkle Brand Management has helped develop corporate identity guidelines for retail and healthcare industries across Asia; contact us at sparklingbrands@gmail.com to discuss how we can help building your brand’s corporate identity.