Why Does a Company Need a Corporate Identity?
Any large enterprise creates a strong association in the minds of consumers. When Nike is mentioned, people automatically recall the swoosh on sportswear, and when KFC is discussed, the image of Colonel Sanders and the red-and-white logo come to mind. A corporate identity serves the following functions: • It differentiates the company from competitors and creates a unique brand image. • It helps consumers make a choice. Thanks to distinctive brand colors and a recognizable logo, customers can quickly find a product among many others. If a consumer has previously had a positive experience with your brand, they are likely to choose your product without even considering alternatives on the same shelf. • It shapes perceptions of product quality. If a customer has used your company's services before, they will expect a similar experience in the future. • It conveys the company’s values. Elements of corporate identity communicate the company’s approach and overall business philosophy. • It evokes emotions in customers. Attractive visuals generate positive feelings and create a desire to purchase the product. Developing a corporate identity provides additional benefits for a company. It reduces advertising costs, attracts employees, and helps customers remember the brand.
What Does a Corporate Identity Include?
A corporate identity consists of various elements, with three key components: • A trademark. This can be an image, melody, text, or a combination of these elements to engage the audience. • A slogan. Crafting a concise and impactful tagline is just as important as designing a memorable logo. • An informational block. This often includes the company’s founding year. It combines several stylized details that quickly inform customers about the company’s activities and values.
Every detail matters when working on these elements. Pay attention to fonts, colors, object lines, and the overall message.
How to Develop a Corporate Identity?
When creating corporate identity elements, it's essential to consider the company’s values and follow these steps: • Define the company’s purpose and what it offers to consumers. • Identify the goal behind developing the corporate identity. • Analyze the needs of the target audience and strive to meet them. • Research potential competitors and identify examples of corporate identity that have a positive or negative impact on the audience. • Combine all elements into a cohesive whole.
What Specialists Are Needed to Develop a Corporate Identity?
Developing a corporate identity is a complex and time-consuming process. It requires experts from various fields, including designers and marketers. For large enterprises, hiring such specialists or even creating a dedicated department is not a problem. However, for small and medium-sized businesses, the cost of employing these professionals can significantly impact the company’s budget. In such cases, it makes sense to hire freelancers on a temporary basis.
Where to Find Qualified Specialists?
The first idea that comes to mind is to hire someone through personal connections. However, successful entrepreneurs who rely on their employees are unlikely to share valuable contacts with a competitor. Another option is searching for specialists on free classified ad platforms. Some professionals offer their services at very low rates, but there are no guarantees that the results will meet your expectations. The best option is to look for specialists on a freelance marketplace. Freelancers usually have portfolios and reputations that you can assess before making a deal. They work remotely but are often available almost around the clock, ensuring clear communication with clients. The freelance platform instado.com hosts numerous specialists in design, management, advertising campaign organization, and more. You can hire these professionals for ongoing work or a one-time project. Finding a freelancer is as simple as registering on the website and outlining your project requirements, including deadlines, payment, and expectations for the final result. If you’re unsure about a candidate, you can request a small free test task to determine if their work aligns with your vision.
