Classically Corporate Identity has favored logo related issues that either represent admirable aspects of a company or that engender feelings or emotions companies want potential or actual customers to experience. Although we still hope to show admirable attributes and evoke proper emotions through Corporate Identity, there is a need today to provide more.
As with so much of life the Internet has forever changed the way we identify our businesses.
Identity is made up of many things but at its most basic level is comprised of Image(s) and Information. Image may be an actual graphic component or a series of key words or phrases that create a mental picture or a combination thereof. However, everything is information (small i). But in the case of Corporate Identity information must be restricted to that which pertains to the fundamental tenets upon which the business has been established and / or will thrive.
The first of these factors, Image, has been defined, discussed and theorized about for centuries. It is the domain of artists, literati, philosophers, psychologists and psychiatrists, mathematicians, computer scientists, photographers and many other students of social interaction. It is also vitally critical to each of us individually and in our roles as business owners and managers.
Of all the definitions of image available to learn from the simple descriptor by Ezra Pound (American poet 1885 - 1972) would seem to provide a very appropriate comment for business specialists:
“an intellectual and emotional complex in an instant of time."
Simply put, clear, to the point.
The second factor, Information, is essentially the domain of everybody and has myriad definitions. As regards business the following from the Veryard web site also provides concise clarity:
“Bateson defines information as "a difference that makes a difference".
Hold your hand perfectly still, palm upwards and resting comfortably on a table. With your other hand, drop a small coin into the palm. You will feel the impact, and if the coin is cold, you will feel the coldness of the metal. Soon however, you will feel nothing. The nerve cells don’t bother repeating themselves. They will only report to the brain when something changes. Information is difference.
A lizard hunting insects operates on the same principle. The lizard’s eye only reports movement to the lizard’s brain. If the hunted insect settles on a leaf, the lizard literally cannot see it. But the moment the insect starts to move, whop, the lizard can see it again, and the tongue flickers out and catches it.
But there are differences and differences. Information is difference that makes a difference. You were probably aware, as you dropped the coin into your palm, your eyes told you automatically, without your brain even asking, what the value of the coin was; but you were probably not aware what date it was minted. This is because (unless you are a numismatist) the value of the coin makes a difference to you whereas its date doesn’t.
What is it that makes a difference to a lizard, to a numismatist, to you? Surely not the same things. What is information for the lizard is not information for you, and what is information for you is not information for the lizard.
This is why the perspective of information is important. Perspective defines what counts as information at all, perspective defines to whom the information makes a difference."
Visit the Veryard Site at: http://www.users.globalnet.co.uk/~rxv/people/bateson.htm#information">
Adding to the preceding is the following two descriptions of Identity in the corporate sense:
From the Corporate Image web site:
“The term "Corporate Identity" is one that is widely spoken, but what does it actually mean?
Definition: "A corporate identity tells the world (whether actively or by default) just what the corporate strategy is." There are three elements to a corporate identity program:
Coherence: Presentation of a coherent structure
Symbolism; Symbolizes ethos and attitudes
Positioning: Differentiate from the competition"
Visit the Corporate Image Site at: http://www.cimageuk.com/corporate-identity-001.htm
And from the Corporate Identity Portal we get:
“Definition
Corporate identity refers to the strategic concept for positioning a company. It entails defining identity traits, integrating them into a congruent action concept and coordinating them within this concept. Its objective is to permanently anchor a distinct, easily recognizable image in consumers’ minds."
Visit the Corporate Identity Portal at: http://www.ci-portal.de/01_basics_def_e.html
All sound statements that get at the realities behind Corporate Identity.
With increased emphasis on branding and the speed at which business now occurs, the need to get the proper message in front of potential customers may be far more critical than at any previous time. Plus, thanks to such disasters as Enron, Adelphia, Worldcom, Tyco and related an elevated emphasis on openness, honesty and ethical operation are now necessary components of Identity making.
Thus it seems that Pound’s comment on Image would, if expanded to encompass Corporate Identity, indicate that a key business goal is to create his intellectual and emotional complex in a heightened atmosphere of integrity and a briefer instant of time.
No simple task. However, some of the very mechanisms that have intensified the Identity equation can be part of the solution. The ability to get a message out via electronic / digital means provides not only numerous new channels to work through but opens doors to progressive language and graphic advances that seemingly arrive on our screens at an ever increasing rate.
No matter what staffing or budget levels exist for Identity work or who ultimately is responsible for concepts and designs, there are, as always, three principles that should not be delegated. Whether for a long established public entity or a garage-based start-up the champion(s) within must maintain ultimate responsibility to insure that Corporate Identity:
o speaks from the top
o is consistent
and
o appears throughout all communications - printed, electronic or human.
Launching an image policy or manual around the same time as a business, product or service is made available may be as critical today as any other aspect of getting up and running. Strong Images and highly pertinent Information indicate strong brands and strong brands generate trust.
Some key facets of Identity creation and maintenance that would seem to require new or increased consideration in today’s digitally enhanced environments are:
o Internationality - All companies with a web presence are by definition multinational organizations whether intended or not. This may be the most sweeping advance in the entire Corporate Identity realm and forces managers to carefully consider implications and options.
o Co-Branding - Aligning electronically (and otherwise) with other firms can occur quickly and the merged Identity must work synergistically for all involved.
o Tie-Ins - Simply connecting corporate images with products and services is no longer adequate. Now companies and what they sell must be able to fit into all appropriate means of communication such that Corporate Identity aligns with all forms of electronic wizardry - web sites, email newsletters, blogs, vlogs, wireless communication means, traditional promo items, journal ads, exhibition materials, etc. - correctly from end to end.
o Domain Names & Identifiers - The ease of adding (or hiding) product, service and business names and entire Identities needs consideration. Planning now needs to take into consideration the potential for future web sites and global or other online identifiers so that Corporate Identity can grow appropriately.
o Increased Price Exposure / Comparisons - Many times online competitive pricing displays require that price matters be dealt with in an organization’s Identity if not directly online. It may also come to pass that our own once confidential pricing scheme or list gets published on the web forcing a shift in pricing policies and thus altering some portion of Identity.
o Customer Service - As CRM pressures increase a firm’s image must reflect a solid commitment to solving real issues for real customers.
o Color Usage - The wired and wireless worlds have brought forth a massive amount of new colors and color combinations. It’s more or less an anything is possible environment but care needs to be taken to put it all together in sync with a potentially broader and more global audience. Colors can enhance or offend while Identity must be as welcoming as possible.
The message seems clear. More than ever for internal clarity and as a primary message to the world outside your office, Corporate Identity must become more all-inclusive and explanatory. Moving forward it will be necessary to observe Identity subtleties closely and be prepared to enact thoughtful changes as business interactions continue to accelerate.
Tom Isaacson has been a marketing and business growth professional for nearly 30 years. He’s helped launch businesses, corporate divisions, products and product lines as well as a myriad of service programs.
Consulting work spans small projects requiring a few hours and one person to large-scale multi-month team efforts. All accomplished in a manner that works within budget and emphasizes planned rather than random success.
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