shape a solid corporate image

By Sue Sherlock

What pictures come to mind at the mention of the words Microsoft, BMW or IBM?

Their logos, colours and slogans are ingrained into our collective memory, and are stellar examples of solid corporate images used to maximum effect.

When it is becoming harder and harder for businesses to differentiate themselves from each other, a distinctive corporate image offers an effective competitive edge through name recognition and brand awareness.

And in an ever-changing business climate where companies are being restructured or repositioned, tweaking your corporate image offers an opportunity to reflect your new corporate strategy.

As firms expand and open new premises in distant locations, a corporate image can foster a sense of identity and teamwork among staff, and convey a sense of familiarity to clients. Events such as mergers or acquisitions also require a firm to rethink its visual corporate image.

However, a dated image is probably one of the most common reasons to revisit this "picture" of your company. You do not want the company to seem tired and dated.

Your corporate image is much more than simply a logo - it is a blending of colours, graphics and slogans that together provide a graphic identity of your company that tells customers what you do and how.

This message has to reach a diverse range of audiences, including employees, customers, investors, bankers, government, the local community and your suppliers.

So how do you shape a strong corporate image?

 Paint a true picture. Your logo, positioning statement, fonts, colour choice and image usage all provide a snapshot of your company and create an emotional impact on your audience. Consider your core business, clients, purposes, objectives, markets and customers and your way of doing business. Is your firm technically based or is it service-orientated? Do you want to convey a friendly but professional atmosphere or is your line of work more conservative in approach? Does your company depend on natural resources, for example, or is it founded in technology or health?

 Expect your graphic design team to learn a lot about your company during the first meeting and to brainstorm initial ideas of what to aim for in creating your corporate image.

 Use slogans effectively. Slogans tell the client or customers in a nutshell more about what you can do for them and show that you really have a goal in mind. You can take part of your mission statement as your slogan.

 Get client feedback. One way to find out how your company is seen is to ask your clients. That does not mean showing the designs to your 14-year-old daughter. Only show your valued clients. They will be happy you want to involve them and value their opinions, and will provide a business-world perspective.

 Make sure your image can be used in a variety of graphic media - from advertising billboards and newsprint to Web sites and business cards.

 Carry the image through to all your marketing materials with a corporate branding plan and budget. Your new image should not end with letterhead and business cards. It will be confusing to clients if you have old and new logos in different promotional or communications items. Ensure your corporate image is easily understandable. Images are born of many complicated ideas but a large amount of information can be compiled into one simple visual statement. However, people only have time to take a quick look and if your company's purpose is not conveyed quickly, you will lose the opportunity to build recognition and branding.

 Ensure the logo is eye-catching and works long-term for all purposes, building up equity over the years.

 If you see a stunning corporate image, find out which agency created it. Take recommendations from colleagues who are happy with their new or updated corporate images.

 Spend some time researching design costs as there is a wide variation within the graphic design industry.

It is never too late to reconsider your corporate image. Whether you have just started your company or have been in business for 20 years, do not be afraid to take a second look at your corporate image if it is not working. Careful consideration and even minor changes can only bring about an improvement. Bear in mind that people like to see an updated logo and this attitude of moving ahead with the times reflects well on your firm.

How to...

get good graphic design
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foster customer loyalty
resolve (or avoid) disputes
incorporate e-business into your small business
achieve eco-efficiency
choose the right print technology
foster teamwork in a small business
choose a recruitment firm
use coaching to grow your business
recruit Generation X
shape a solid corporate image

 
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