Differentiate Your Business with a Unique Corporate Identity
This image is testimony to the importance of establishing a unique corporate identity in the marketplace. The Coca-Cola brand alone is worth $75 billion. Of course the product has to be top notch to have such equity, but the point is that Coca-Cola is known throughout the world by its corporate identity—as are all of these brands.
Whatever industry you’re in and whoever your target audience is—all organizations need to strive to be the biggest and the best within their market niche. Corporate identity is only part of a brand image—but it’s the part that customers connect with first. The name of your company is the first step. Then there is the visual representation, the logo. With the logo in hand, a masterful copywriter can craft a brand story about what each of the logo elements represent and how they relate to the business, the brand and your customers.
It’s an absolutely fun process to create a brand story based on corporate identity. It can be done for organizations that love their logo but haven’t yet built the brand story around it, as well as those who are starting new or rebranding.Your company is different from your competitors and your corporate identity should reflect that individuality and market positioning. The point of your corporate identity is to have it stand out from the crowd and easily found by your customers.
Corporate Identity Brand-Story Case Study
Corporate Identity Challenge
Rebranding of KPMG Consulting to BearingPoint with a project timeline of 90 days. The rebranding worked in parallel tracks to accomplish the broad range of content to be developed. All teams had one thing in common: They needed the logo and corporate identity.
At the time the project started, the name of the company was unknown. That means that the corporate identity logo design had to be able to work with the short list of names, which were all completely different. The goal was to differentiate the new company from its KPMG legacy and communicate the unique way the company intended to do business. The end result was BearingPoint. The brand story explains what the graphic elements, name, colors and tagline mean and how they represent the firm and their positioning in the marketplace.
Corporate Identity Solution
Visual identity is a major component of a brand image. By communicating a brand consistently, brand recognition is reinforced in the marketplace. It is the responsibility of all associates to ensure that all internal, and especially external, communications are consistent with the brand image by using the correct and current logos, tagline and color palette. As you read this case study, picture how your brand story can be told to support your corporate identity.
The BearingPoint Brand Story
Business and Systems Aligned.
The look and feel of the logo supports the definition of BearingPoint. The logo design establishes our corporate identity and emphasizes our unique position in our marketplace category, presenting BearingPoint as:
• Connecting with clients • Flexible • Focused • Setting direction
• Getting the job done • Smart • Honest • Empowering • Strong
The name BearingPoint means setting direction to achieve end results. As integrators, we help our clients align business and technology to achieve their desired goals.
Our new logo says a lot about us: One line represents the business of our clients; the other represents their systems. Our commitment is to bring our clients’ business and systems into alignment. We carefully chose the primary colors of our visual identity: black, signifying strength and stability; sandstone, representing empowerment; and white, reflecting clarity of purpose.
Our new tagline, “Business and Systems Aligned. Business Empowered,” further clarifies the way we do business: We give our clients access to the right information that empowers them to align their business and systems. Because the right information brings knowledge. Knowledge is power. And sharing it is empowerment.
Unique Corporate Identity Builds A Connection with Your Employees and Customers
Getting connected to your employees and clients depends on how they feel about the organization. How they feel about the organization depends on the emotions evoked from the corporate identity—the logo, color(s), tagline, and messaging that positions the brand.
Building the brand internally first cements loyalty and brings the message externally, organically. How your customers feel about your organization is based on the identity you portray in the marketplace, how your employees feel about working at the company and how you deliver on your brand promise.
A Corporate Identity System protects and reinforces your brand. It ensures that whenever anyone is looking at any content marketing issued by your organization, they can be easily identified—as yours.