Company Identity Goes Far Deeper than a Logo
by Marcia Yudkin
Published on this site: January 25th, 2006 - See
more articles from this month
Graphic designers frequently play a prominent role in launching
or repositioning a company. When they create a look (or new
look) for a company's stationery, brochure, ads and web site,
this often goes by the name of an "identity package."
Don't let this convenient term mislead you into believing
that a company's identity consists of merely the logo and
look. No, every company has an identity or image in the minds
of its customers comprised of at least nine other factors
besides the graphic look.
How your market perceives your company should be deliberate,
calculated and coherent rather than accidental and confused.
Think about how you'd like your company to be perceived along
these dimensions. Then investigate whether or not actual perceptions
match your intent - and adjust your marketing to reinforce
the qualities you want your customers to associate with you.
Components of Company Identity
- Values.
Do you stand for stability, like Prudential insurance? Innovation,
like 3M? Educational curiosity, like the Discovery Channel?
Social consciousness, like Ben & Jerry's Ice Cream?
Child-friendliness, like McDonald's? Rugged individualism,
like Marlboro cigarettes? Personal freedom, like Harley-Davidson
motorcycles? Serendipity and tradition, like the local hardware
store whose owner knows where everything is and has parts
and tools dating back to the previous century?
- Personality.
If the company were a vegetable, which one would it be?
If it were a cartoon character, would it be Bugs Bunny,
Wonder Woman, Road Runner or Dick Tracy? If it were someone
in a high school yearbook, would it be Most Likely to Succeed,
the Homecoming Queen, the Nerd or the Class Clown? From
the company's personality can flow ad campaigns, kinds of
special events to sponsor, company colors and typefaces,
corporate gift selection, even the talent chosen to record
company voice mail messages.
- Behavior.
Your company's image includes not only how you promote yourselves
but also how you act toward customers and the public. Things
like how you answer the phone, how you greet shoppers, how
cheerfully you correct mistakes or accept returns, how aggressively
you negotiate contracts all become bound up in one composite
image.
- Price.
How much you cost in comparison to competitors often becomes
part of your image. If you're tempted to keep price out
of the equation until someone expresses a desire to buy,
think twice. When you're candid about pricing, you cut down
on the number of "tire-kickers" you need to deal
with. Above all, make sure your pricing fits with the other
components of your image.
- Range.
Customers should understand the spectrum of products and
services that you sell. If you handle only, say, commercial
cleaning accounts and not residential, or only, say, bookings
of locally based and not nationally prominent speakers, make sure your specialty becomes part
of your company image. If it's not part of your company
name or company slogan, include your focus in your ads,
brochures, sales letters and other promotional pieces.
- Geographical roots.
Where did your company come from? If you're a locally owned
family business competing with multinational giants, make
sure people know that. If you're selling nationally but
rooted in a picturesque corner of the country, make hay
out of that. The state of Vermont determined that companies
linked to it were able to charge more for their products
than companies headquartered elsewhere, and it took steps
to make sure outsiders don't try to horn in on its brand
equity.
- Longevity.
Moody and Regan, a printing company in Waltham, Massachusetts,
wisely and impressively uses as its tag line, "Established
1898." Whenever you've been around much longer than
competitors, you can profitably incorporate that into your
image.
- Slogan.
Which brand "tastes good like a cigarette should"?
Which car is "the ultimate driving machine"? What
product are you not supposed to "leave home without
it"? Even local or specialized companies can achieve
this kind of awareness with their clientele.
- Benefits.
What do buyers get when they purchase from you? Most companies
provide intangible, emotional benefits (Volvo cars: safety;
Hallmark cards: friendship; Victoria's Secret: sensuality)
as well as tangible, practical ones(Burger King: inexpensive, satisfying meal; Boston Pops:
a fun night out; Kodak: photos with true-to-life colors).
When both you and those who buy from you know clearly what
these benefits are, and when those benefits match the other
dimensions listed above, you undoubtedly have a comprehensive,
effective company image. Congratulations!
Marcia Yudkin is the author of 6 Steps to Free Publicity
and ten other books hailed for outstanding creativity. Find
out more about her new discount naming company, Named At Last,
which brainstorms new company names, new product names, tag lines and more for cost-conscious organizations,
at www.NamedAtLast.com
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