The importance of building and caring for a corporate image

24 August 2022 | Branding

In the vast ocean the market is, in which every company seeks to position itself, building and caring for a corporate image is vital for your brand to stay in the mind of active and potential consumers.

What is corporate image?

Let's get this straight: What is corporate image? Is it the same as corporate identity? The rough answer is no. When we talk about corporate image we refer to the visual language a brand uses to be recognized. Hence, it is all the graphic resources you use to position yourself in the market, distinguish yourself from the competition and earn a place in the mind of your audience.

On the other hand, corporate identity is made up of the perceptions and beliefs of the brand; that is, identity encompasses the image. So, why is the corporate image so important? Simply because it is the first contact the public has with your brand, and for that same reason they can forget about it in seconds or keep it in their minds forever.

But how do you build a corporate image?

● Name: It is the first thing you hear, therefore, it has to be brief and easy to remember. Think of the Windows software brand. It is a single word, completely recognizable and impossible to forget.

● Logo: It must reflect the essence of the company, but not so elaborate it confuses your audience.

● Slogan: It reaffirms the company's philosophy. It should be warm enough for the audience to remember, and, of course, it must be brief. Just do it by Nike is one of the best examples.

● Typography and colors: Both elements are to be chosen according to the objectives and the essence of the brand. Once established, it is very important to respect them. For example, we will never see Coca-Cola with a different shade of red.

● Website: It is the ideal place to experiment with your entire corporate image and create a visual environment appropriate for what you want to reflect. Many companies take great care of their image and forget completely about their websites. In today's world, this drives potential customers away.

● Stationery: All printed material (business cards, catalogs, brochures) must be approved and reflective of the brand’s personality.

How can I care for a successful corporate image?

● Create a proper atmosphere: One of the main objectives of the corporate image is to create a harmonious atmosphere where the audience recognizes your brand, both for its slogan and for all the elements that compose it. Also, they should complement each other, and none of them should come before the other.

● Take advantage of the history of the company: To create your corporate image you must take advantage of all the values of your company. Whether you have several years of experience, a family background or altruistic actions, these details can make the difference.

● Coherence: Finally, it is essential that your entire corporate image corresponds to the identity of your brand. That is, it should really be what it is supposed to. Consistency between words and actions is the key to everything, especially when caring for the image that you took so long to build and being harmonious with the corporate identity you want to achieve.