CORPORATE IDENTITY
INTRODUCTION
Organisation are set to have a personality, a persona
that reflects the inner spirit and heart of the
organisation.
 The management of Corporate Identity is vital if the
image held of the organisation by all stakeholders is to
be consistent and accurately represent the personality
of the organisation.
 The concept of the Corporate Identity can be traced
to the earliest firms that use specific mark or logo to
differentiate themselves from their competitors and
imprint their image in the minds of consumers.
 Example:
PETRONAS

DEFINITION

Corporate Identity was the accepted terminology in the
1980s and this gave way to Corporate Branding in the
1990s
 What


is Corporate Identity?
Visual manifestation of the company reality as conveyed
through the organisation name, logo, motto, products,
services, buildings, stationery, uniform and all other tangible
pieces of evidences created by the organisation and
communicated to a variety of consistencies.
Finger Lickin’
Good
 Management
of the identity process can
communicate three key ideas to audience
 Who ?
 What ?
 How ?
SHAPING IDENTITY

A Vision that Inspires
A common thread that all employees and ideally all other
consistencies can relate to.
 Encompasses the company’s core values, philosophy,
standards and goal.
 Example: Air Asia- Now Everyone can fly


Names & Logos
Help illustrate the conscious actions organisations make to
shape the identity and differentiate themselves in the
marketplace.
 The visual nature of logos allow them to communicate even
more about a company than its name.

IDENTITY MANAGEMENT
STEP 1: CONDUCT AN IDENTITY AUDIT
Access the current reality
STEP 2: SET IDENTITY OBJECTIVES
Clear goals is essential to the identity process
STEP 3: DEVELOP DESIGNS AND NAMES
To reflect what the consistency were already calling it that would
give a distinct identity
STEP 4: DEVELOP PROTOTYPE
Develop models using the new symbol or name
STEP 5: LAUNCH & COMMUNICATE
Formal introduction of the company new identity
STEP 6: IMPLEMENT THE PROGRAMME
A communication process involving interpersonal savvy and
coordinated approach
DIMENSIONS OF CORPORATE
IMAGE
 Exchange
of attitudes and perceptions
within stakeholders of the organization
itself.
 An
organization’s consideration on who
they are and what they would like to be ,
then project identity cues to stake-holders.
 Strong
positive identity can enhance the
quality of products and services.
 Develop
more effective and efficient
promotional programmes
 Focusing
on the organizations
distinctiveness and then allow for the ripple
wash over the variety of offerings.
ELEMENTS OF CORPORATE IDENTITY

CORPORATE PERSONALITY
 Core
value and belief turn into Corporate
Philosophy
 Articulate
the only One Mission clearly
 Characteristic(s)

CORPORATE IDENTITY
Differentiate
Must
an Organization
have for EVERY organization
Manifesting
3 aspects:
*Design
*Communication
*Behavior
Corporate Identity is
manifested in 3 ways:
•Corporate design (logos, uniforms, corporate colours etc.)
•Corporate communication (advertising, public relations,
information, etc.)
•Corporate behaviour (internal values, norms, etc.)
I]
CORPORATE DESIGN
Visual
aspect- 4 aspects:
-Corporate name
-logo and symbol
-Typefaces
-Color
II]CORPORATE COMMUNICATION
More
than a name;a meaning
Color
; a sense of exclusivity for
advertising, campaign
CORPORATE COMMUNICATION
Issued by a corporate / organization / body /
institute to all its public.
o
An organization needs convey the same message
to all of its stakeholders in order to transmit
coherence, credibility and ethic.
o
Build its message, combining its vision, mission
and values
.
o
 Strategically
communicate to their
audiences through public relations and
advertising.
 Simply
a part of the process that
translates corporate identity into
corporate image
 Employees
are probably the most
important medium of communication
between the organisation and the public.
 Required
changes should attempt to adapt
employee perceptions first and then their
attitudes and behavior.
 Address
all matters of structure and internal
communications and the conflicting needs
of different stakeholders.
WHAT CORPORATE COMMUNICATION
ENCODES AND PROMOTES?
 Strong
corporate culture
 Coherent corporate identity
 Reasonable corporate philosophy
 Genuine sense of corporate citizenship
 An appropriate and professional
relationship with the press, including quick,
responsible ways of communicating in a
crisis
CORPORATE COMMUNICATIONS
Is all about Managing Perceptions and
Ensuring:
 Effective
and timely dissemination of
information
 Positive
 Smooth
corporate image
and affirmative relationship with
all stakeholders
THE RESPONSIBILITIES OF
CORPORATE COMMUNICATION
 To
project the profile of the "company
behind the brand" (corporate branding)
 To
indicate who should perform which
tasks in the field of communication;



To formulate and execute effective
procedures in order to facilitate decision
making about matters concerning
communication
To mobilize internal and external support
behind corporate objectives.
To co ordinate with international business
firms
III]
BEHAVIOR
 Interaction
 Tone
of voice
 Action
and response
 Brand
responsibility
 Project
identity to external stakeholders
CORPORATE IMAGE
 Perception
of multiple audience
 Image
is a perception of the
organization by public (Bernstein,1984)
 Multiple
 Halo
images
effect
CORPORATE REPUTATION
4
Elements for building a favorable
reputation :
 Credibility
 Trustworthiness
 Reliability
 Responsibility
Image
Identity
Personality
Strong Reputation
CONCLUSION
Corporate identity is not a special
minor tool;It’s a central
component to the strategic
management process
Ex: Apple
Apple video :
vision: https://www.youtube.com/watch?v=8toYiGU0sMk
product: https://www.youtube.com/watch?v=ox3hfx2SqAE
people/culture: https://www.youtube.com/watch?v=Ffb9MN
gGmsw
THANK YOU