When talking about corporate image, many quickly associate this term with logos. But do you think this concept only refers to the visual elements of a brand? Far from it...
In general terms, we can say that the image of a business is a matter of brand perception; that it is a matter of designing and defining the elements that represent the brand and its values. Therefore, it is an intangible concept.
But in addition to adding a logo as a key element of a corporate image, we must also add much more. Colors, fonts...everything that manages to transmit the values of a brand to the target audience, and at the same time, make it easily recognizable.
What is a brand's corporate image?
The image or identity of a business is a company's raison d'être. In other words, it is the perception someone has of that brand. This perception is an association that the consumer has based on the values, attitudes, and visual identity surrounding your products or services.
Likewise, to create a coherent brand image, you must take the following elements into account which will allow you to transmit the intangible values and concepts of your business to your consumer base:
- Logo: This is the visual element that will allow you to identify your brand in a matter of seconds. Therefore, it must be easy to remember, simple, timeless and versatile. (link to logo post, isotype...)
- Corporate colors: Both the color of the logo and the color you choose for the rest of the corporate elements must be visually coherent and aligned with the personality of the brand.
- Corporate font/typography: The same happens with the font and typography; it must be properly selected, taking into account the image you want to convey.
- Slogan: Decide beforehand whether or not you want a slogan, or if you are going to add it to your logo, or if you prefer to have two versions (a logo with a slogan and another without).
- Corporate identity manual: This is just a document describing how to use the graphical designs that represent your brand's corporate identity, and how you can achieve a communicative and visual level of coherence.
5 Tips on how to properly use your corporate image
Next, we are going to give you a series of tips to help make all the elements of your brand image easily recognizable by your target audience.
1. Design an easily adaptable corporate image
It is important, once you have defined your corporate image, that you have more than one version of your logo. For example, it is recommended to design the same logo vertically, horizontally and in black and white. This will undoubtedly make it easier for you to adapt it to different mediums and situations, while maintaining its essence.
2. Unify all your communication channels
Create a solid image with personality through the online communication channels that best suit your needs and where your target audience is located.
But don't forget to follow these tips to prevent your image from conveying a contradictory message:
- Use the same version of the logo on each of the channels.
- Use the same color range in your graphic content.
- Apply the same font/typography to your visual content.
- Follow the same tone and style in your different social network profiles.
3. Don't forget the packaging
Packaging is another important and very influential factor in the users' purchasing process. In fact, packaging is an element of your marketing strategy that can even be responsible for communicating the promise of your brand, thus differentiating yourself from the competition. So don't overlook that creative touch on your product packaging.
Similarly, if you are offering services, you can promote them in a creative medium such as a brochure. But don't forget to include the brand's own identifying elements in the brochure so that it transmits a coherent message, following the same voice and tone that are expressed in your different online communication channels.
4. Give importance to internal communication
The corporate image in internal communication is also relevant. So if you haven't thought about it, it's time to look at how to capture it in the internal communication channels you use. An example would be to add your corporate font/typography in official emails.
5. Define a good brand manual
Defining how to shape the logo, its sizes, and how to apply it according to its use and channels of communication are some of the issues addressed in this document. Therefore, take into account these tips to define a good brand manual
- Define your brand philosophy.
- Establish the uses of your logo.
- Select the types of fonts.
- Choose your brand colors.
- Determine your tone and voice.
- Write down information about the use of images and photos.
Also, to avoid conflicts with third parties, the first thing we advise you to do when you start working on your corporate image is to register your brand and logo (the cost is the same with or without a logo). This way you can make sure that no one appropriates your image and you avoid your efforts being wasted.
Have you correctly used all the elements mentioned here to create a coherent and strong corporate image of your brand? Which one do you consider to be the most important?
Author: Edith Gómez