- Have any questions?
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- Have any questions?
- 02 9247 6000
- media@commsroom.co
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A corporate identity is every company’s “face”– it’s recognisable, consistent, and if created correctly, attractive. Having a strong brand can even help boost your sales and media presence. But not all companies have a strong handle on its importance.
If you’re working in marketing, we’ve put together a handy guide of 5 questions you have to keep asking yourself and your team as you build your company’s corporate identity. Read on!
Knowing your brand’s target audience will help you determine what kind of content to produce. This will help your team streamline content production and marketing strategies. Is your target demographic made up of younger adults? Focus on punchy visuals, tweetable phrases, and socially relevant projects.
Paying attention to a specific demographic will also help you track trends that come and go, as well as different approaches to make campaigns stick. Catering to a specific audience well is better than trying to do so with multiple audiences haphazardly.
Every company has that “zing” that sets them apart. When solidifying a corporate identity, it’s in your best interest to remember this and build your marketing strategy on it. What sets you apart from other companies that are in the same industry as yours?
Some good points to remember when determining this are:
A visual identity is composed of the visible elements of a brand, such as colours, design trademarks, and your company logo. These elements will be the most recognizable parts of your corporate identity, so it’s vital to stay consistent across all platforms and communications. Have your logo on company letterheads, email signatures, and as profile headers on social media.
The best way to stay consistent and cohesive is by making a brand kit. Brand kits are one-pager documents that contain your brand’s design shorthands, motifs, logo (and any variations of it), typefaces and fonts, and hex codes for your brand colours.
Nowadays, to exist to potential customers, being online is a must. Your company has to have an official website that has a good description of what you do, offer, and have. This can host your company’s portfolio of work, as well as the values and messages you stand for.
Utilize social media platforms to widen your net and engage in different communities as well! Being on networking sites like Twitter, Meta, and Instagram can give your corporate identity a boost in so many unique ways, and can keep you tapped into trends that might be relevant to your company’s marketing strategy.
A rookie mistake in marketing is thinking that engagements mean just posting content daily for your community to consume. Understanding that engagement means giving your brand a human touch gives the best that “edge” and helps people remember them more.
Utilize the magic of storytelling to engage in emotional triggers–not every post has to be a tearjerker, but it helps when you aim to inspire and comfort from time to time. Add dashes of personality by asking your employees to share their stories as well.
Creating a compelling corporate identity is one of the building blocks of a solid brand. It’s easier for people to trust you when your front end is tight and polished, so do keep these guide questions in mind while putting your marketing strategy together!
