Today, we can recognize a company’s corporate image from its logo, even before we read its slogan or any text that may be part of it.
We’re so used to receiving messages from brands that we’ve completely internalized them.
Have you ever wondered how this happens? I call it “the magic of branding”.
At Mailrelay, we’ll explain it in detail.
Basically, the image companies convey through branding is the result of combining communication with visual elements.
This is because human beings are very visual and tend to remember images better than text. And brands know it.
That’s why working on each and every element of your corporate image should be one of your business’s priorities.
What’s more, now that the Internet plays such an important role in our lives, it should be considered another channel when designing a company’s corporate identity and, by extension, its corporate image.
Integrating online and offline channels lets you convey a much more consistent and stronger image. However, before launching your company or online business, you need a firm grasp of certain theoretical concepts.
So, in this article I’ll tell you:
- What corporate image is and how to define the concept
- The benefits and elements of corporate image
- Tips for improving your corporate image online
Whether you’re creating a new image or want to optimize the one you have now, this post can help you understand how to improve it and make the most of it.
What is a company’s corporate image?
The first thing to be clear about is what a company’s corporate image is. Contrary to what many people may think, it doesn’t refer only to visual elements; it includes much more.
Corporate image refers to how a company is perceived. In other words, everything that represents a brand’s meaning and values
Corporate image design covers the logo, but also the verbal element, the graphic design of its different elements, and the psychological component, which is responsible for creating an emotional bond with the customer through shared cultural values.
Differences between corporate image, corporate identity and personal brand
Once we’re clear on what a company’s corporate image is, it’s a good idea to define the other concepts, so we don’t mix up terms and always know what we’re talking about.
It’s quite common for people to confuse corporate image, corporate identity and personal brand, since these three terms are closely related, although each one refers to a different idea.
► “Corporate image is an intangible concept, since it refers to the audience’s perception of a brand or company. This perception is formed through the combination of an attitude and a visual identity.”
► “Corporate identity, on the other hand, is a tangible concept, as it is made up of symbols (visual language) and signs (verbal identity). Its brand identifying elements include the logo, typography and colors (among others).”
► “A personal brand is the fusion between how others perceive you and your own professional values. This essence is what makes the difference and makes each professional competitive in the market.”
While corporate image is a perception that results from combining corporate identity with a business attitude, personal brand is the analogous concept that often causes confusion. In this regard:
“Corporate image refers to a company, while personal brand refers to an independent professional.”
Being clear about the differences between corporate image and personal brand is the first step when working on your own brand and building customer loyalty.
Characteristics of corporate image
Corporate image is an essential component in how a company is perceived and recognized.
Its importance lies in a series of factors that contribute both to an organization’s internal success and to its positioning in the market.
Recognition and differentiation
In a highly competitive market, a strong and consistent corporate image helps a company stand out from the crowd.
This lets consumers easily identify the company and its products or services, creating a sense of familiarity that can influence their purchasing decisions.
Trust and credibility
A well-built and well-maintained corporate image can build trust among consumers and other stakeholders.
This is especially relevant in online transactions, where consumer trust can be a deciding factor.
In addition, a good corporate image can increase the company’s credibility, making it seem more trustworthy in the eyes of customers, investors and business partners.
Values and mission
Corporate image also serves as a visual representation of a company’s values and mission.
It helps communicate what the company stands for, and can help attract customers who share and support those values.
Brand loyalty
Consistency in corporate image can contribute to customer loyalty.
When consumers become familiar with and identify with a brand’s image, they’re more likely to keep choosing it over time.
Building relationships
Corporate image can also play a role in building relationships with various stakeholders.
For example, it can influence how employees perceive the company, affecting morale and staff retention.
It can also help establish and maintain relationships with suppliers, investors and other business partners.
The importance of corporate image lies in its ability to influence the perceptions and decisions of a wide range of stakeholders.
In doing so, it can contribute to a variety of positive business outcomes, from higher sales and profitability to greater employee satisfaction and a better reputation in the market.
Benefits of a good corporate image design on the Internet
Nowadays, a logo and colors are no longer enough. The presence of social media and online communication forces us to extend our corporate image to new channels and, therefore, adapt it to the digital world.
Keep in mind that a good online corporate image can bring a company many benefits, such as:
- Setting yourself apart from the competition
- Visually representing the company’s values and reflecting them on every channel (social media, website, email, etc.)
- Unifying all communication elements, creating a strong perception of the company
- Making the brand easy to recognize in any situation
- Creating a positive impact and a bond with users, so that they identify with the brand’s values
To achieve these goals, you need to work on all the elements that make up a company’s corporate image. They should be worked on together, so that between them they form a solid and consistent image.
Elements of online corporate image
Working on a company’s corporate image is much more than making the logo look pretty.
It’s about designing and defining elements that represent the brand and its values, and taking the company’s communication one step further.
There are many elements that make up corporate image, and each company adapts them to its needs, using more or fewer of them.
It’s made up of the intangible part, such as values, mission, etc., and the tangible part, which is simply the corporate identity itself.
However, whatever your brand’s needs, having a consistent corporate image means conveying your business’s intangible values through its different elements.
► Name and logo
Your brand name is one of the first things you need to think about when working on your brand.
It may seem like a simple task, but it really isn’t. A good name, eye-catching and easy to remember, is the result of a lot of work and of ruling out quite a few ideas before making a decision.
Keep in mind that if you’re going to register a new brand, it will also be the name of your domain, so it’s essential to think about how it will look with a “.com” or “.es” after it.
On the other hand, a simply designed logo is not only easy to understand, it also makes it easier to adapt and apply to different media while keeping its meaning.
The logo you choose should come in different variations so it can be adapted to the sizes required by online channels, such as social media profiles.
► Slogan
Not all brands have a slogan, that is, a short phrase that sums up the qualities of the product or service, or its benefits.
When working on a company’s corporate image, it’s one of the points you need to think about: do you want a slogan? Will you include it in the logo? Do you want two versions of the logo, one with a slogan and one without?
Keep in mind that the slogan can also be used to register the website’s domain. Playing with these elements can help you get a memorable and original domain.
► Typography and colors
Another factor in conveying a consistent corporate image is typography, font or lettering style.
The typefaces used in corporate content must be carefully chosen to match the image you want to convey and, generally, should belong to the same type family.
When choosing a typeface, keep in mind that it must be easy to read on a computer screen, and suitable for long texts whenever they’re needed.
The colors you choose, both for the logo and for the rest of the elements, should be appropriate for representing your values, but also for use on the Internet. Don’t forget that some combinations don’t work the same on paper as they do on screen.
► Corporate identity manual
This is the document that defines the rules to follow when using all the elements of the corporate identity (both online and offline).
From how to include a brand’s logo and the different visual elements that make it up (on all kinds of media), to the materials used to build the corporate architecture (stands, signage, etc.).
The corporate identity manual describes how the different graphic signs that represent a brand’s identity should be applied, so that they are consistent and guarantee the brand’s communicative and visual cohesion.
The corporate image formation process
Forming a corporate image is a meticulous, strategic job that involves several key steps.
This process usually follows a sequence that goes from internal and external analysis (SWOT) to implementation and review.
Here are the main steps in this process:
- Internal and external analysis: Before you start forming the corporate image, it’s essential to understand the company and its context. This analysis includes reviewing the company’s mission, vision and values, as well as understanding its value proposition and target audience. It also involves carrying out an analysis of the environment, including the competition, market trends and consumer expectations.
- Defining the corporate identity: Based on the previous analysis, the corporate identity must be clearly defined. This includes the brand’s attributes, the values the company wants to convey and how it wants to be perceived by its audience. This identity must be authentic and consistent with what the company is and offers.
- Designing the elements of the corporate image: With the corporate identity defined, the next step is to design the visual elements that will represent the company. This includes the name, logo, slogan, typography, colors and any other graphic element that will be used to identify the company. This design must be attractive, memorable and consistent with the corporate identity.
- Creating the corporate identity manual: This manual is a document that sets out the guidelines for using the elements of the corporate image. It ensures these elements are used consistently across all platforms and communication channels.
- Implementation: Once all the elements are designed and the guidelines are set, it’s time to implement the corporate image. This means using the elements of the corporate image in all of the company’s communications, from stationery and the website to social media and advertising.
- Review and adjustment: Forming a corporate image is not a static process. The corporate image needs to be reviewed and adjusted regularly to make sure it remains relevant and effective. This may involve updating the elements of the corporate image, modifying the manual’s guidelines or changing the implementation strategy.
Forming a company’s corporate image is a strategic and ongoing process.
How to improve a company’s corporate image design on the Internet
Including online channels in your communication plan is essential if you want to reach your audience, listen to them and adapt to their needs. However, you can’t just jump into this task any old way.
When you open social media profiles, design a website or create a newsletter, every element should be in tune with your company’s corporate image.
To do this, you need unity in colors, texts, tone, etc.
In short, all messages will uphold the same values and mission, staying consistent with the spirit of the brand
Tips for optimizing your corporate image
A corporate image will always be unique, since it represents the company itself and its values.
It’s not only the values behind the brand that set it apart, but also the nuances contributed by the graphic designer who works on that image.
Although it’s hard to generalize, there are some tips that are useful for all brands (newly created ones or those considering a redesign):
- Focus on the company’s philosophy: don’t stop until the image represents the intangible side of your company
- Don’t forget your audience: be clear about who your target audience is; it will help you define what they want to perceive about your company
- Always be consistent: use a single corporate image and style in all your communications (for example, if your style is formal communication, replacing words with emoticons may not fit well)
- Make the most of the company’s strengths: its greatest virtue may be what best represents it
- Look for a timeless concept: don’t let passing trends guide you too much. Although the brand can be redesigned, it’s best if the corporate image can stand the test of time
- Develop a consistent voice and tone: give the messages you send out the importance they deserve, and work on them consistently to create a strong, solid image
Once you’re clear on the basic guidelines, don’t forget the following design tips for adapting your company’s image to the online world:
- Flat colors work better on the Internet
- The same goes for simple, rounded and legible typefaces
- Consider different versions of the logo: black and white, negative, with and without a slogan, etc.
If your business has an online presence, always think online first instead of adapting it afterwards
Online applications: appropriate and inappropriate uses
A very important element when working on consistency is the corporate identity manual mentioned above. It defines the appropriate and inappropriate uses of each element.
In order to create a strong, consistent image in line with the company’s personality, you need to define what is and isn’t allowed when using the different identity elements.
To define the online applications, you need to take into account the different channels that will be used, such as:
- Social media profiles.
- Website and its favicon.
- Landing pages
- Email marketing service
- Corporate email signatures
- Infographics, ebooks and other content
- Sales pages
Even if you don’t plan to use every channel at first, it’s a good idea to set out guidelines for how to reflect the corporate image on each of them.
That way, if a new communication strategy is launched in the future, you can turn to the manual to see how to apply them.
Defining the inappropriate uses the company doesn’t approve of will keep the corporate image from being diluted and ending up as a mix of distorted logos, texts in different tones and contradictory messages.
Tools and software for designing and managing your corporate image
There’s a variety of tools and software that can make it easier to design and manage a company’s corporate image.
These tools vary in functionality, from helping create visual elements to monitoring how the brand is perceived online. Some of the most popular ones:
Graphic design tools
- Adobe Creative Suite
- Canva
- Hootsuite and Buffer
Brand perception analysis tools
- Brandwatch
- Google Alerts
Project management and collaboration tools
- Trello and Asana
Software for creating corporate identity manuals
- Gingersauce
How corporate image connects with other aspects of the business
Corporate image doesn’t operate in a vacuum.
On the contrary, it interacts with and influences many other aspects of the business.
Below, we’ll explore the connection between corporate image and customer experience, corporate social responsibility and marketing strategy.
Corporate image and customer experience
Corporate image plays a vital role in the customer experience.
From the moment a potential customer comes across the brand, the corporate image is what creates the first impression.
A consistent and attractive design can convey professionalism and trust, which can influence the customer’s decision to interact with the company.
In addition, the elements of the corporate image, such as the logo, brand colors and typography, are all integral components of the customer experience.
These elements help create a consistent, pleasant environment, whether in a physical store, on a website or in a mobile app.
Corporate image and corporate social responsibility are closely connected.
A company that shows commitment to social or environmental causes can convey this dedication through its corporate image.
This can be as simple as including a “fair trade” or “green” logo on its products, or it can involve completely reworking the corporate image to reflect these values.
On the other hand, a strong corporate image can also boost a company’s corporate social responsibility efforts.
If a company is known for its positive corporate image, its social responsibility initiatives are more likely to receive attention and support.
Corporate image and marketing strategy
Corporate image is a crucial part of any marketing strategy. It helps build brand recognition and set the company apart from its competitors.
In addition, corporate image can be used to attract certain market segments.
For example, a company that wants to attract young, modern consumers may opt for a fresh, dynamic corporate image.
Corporate image is more than just a logo or a color scheme.
It’s an integral part of a company’s customer experience, corporate social responsibility and marketing strategy.
By considering all these aspects together, a company can create a strong, consistent corporate image that will help it achieve its business goals.
Conclusion
To finish, one last tip:
“The corporate identity manual is an essential part of a company’s branding. The better defined it is, the easier it will be to implement the image in any future action.”
However, it will be useless if you don’t pass these values on to your employees or collaborators. No matter how clear it is to you, if you don’t give them guidelines, they may use the corporate image incorrectly (even if in good faith).
A company’s corporate image is what will set it apart from the competition at first contact.
What’s more, investing in it is the best way to attract your target audience and win their loyalty. So don’t forget it, and give it the importance it deserves.
What about you? What essential tips do you know for implementing a company’s branding?
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