In marketing, corporate identity is defined as the perception that customers or consumers have of a company, organization or institution. They use this identity to differentiate themselves from their competitors and enjoy a better position in their economic environment.
This representation in the imaginary of society is determined by the values, actions and characteristic marks they cause. The concept of corporate identity groups physical or tangible elements (logos or advertising melodies) and intangibles (company philosophy or work methodology).
With new marketing methodologies and rapid progress in the field of communications, companies increasingly promote a corporate identity more focused on the digital world . For this reason, this business concept is in permanent development, implementing elaborate marketing strategies .
Other factors such as the exercise of public relations, corporate social responsibility and the good use of the construction of a firm corporate image are important when it comes to forming a strong and beneficial corporate identity for the company, both in economic and reputational terms. This includes the relationship with other companies in the sector, with public and private institutions and with the media .
Corporate Identity Factors
- Historical evolution of the company, as well as its economic results or even its name and brand
Portfolio of its products, its nature and the market segments to which they are directed
- Professional projects in which the company is immersed. A company alive and in constant search for opportunities often enjoys a greater reputation and appreciation
- Graphic and visual elements that identify it, such as the logo or slogan that helps identify it better or the colors used in material, advertising, installations, professional uniforms …
- Badges and publicity or public relations material. This includes the publication of business reports, cards and brochures or corporate journals on the activity and mission of the company
- Work outside the main economic activity, the formation of foundations or social actions and the organization of public events (informative breakfasts, dinners, multi-thematic conferences …)
All this is often included in the business plan and the company’s marketing plan .
Advantages of a well-built corporate identity
A well-carried out corporate identity can even cross borders and reach the public to the point that it takes the brand or the company as a way of life, reaching a level of identification above the company-client relationship .
A clear example can be the Apple corporation, which has achieved that the use of its products, its annual novelties and the rest of its activities and details are followed by its consumers and the general public and that these are mobilized so as not to lose detail. That is, corporate identity plays an important role in customer loyalty .
Differences with corporate image
The conceptual boundaries between identity and corporate image are quite lax within the theory of marketing. It is often understood that the image is a more practical application of a company’s identity , that is, it seeks outward communication of identity values in an optimal or successful way. Therefore, it is usually more commonly related to the concept of corporate identity with that of corporate brand.