Any interaction that the general public has with a specific brand can alter the way the general public views that brand.
A corporate identity, or corporate image, is the way in which a business presents itself to the public and how the public views the business. This includes how the owners, management, employees and stakeholders (including investors and customers) see the business.
Corporate branding aims to promote a specific corporate identity. In other words, corporate branding refers to promoting the brand name of a business, as opposed to promoting specific products or services provided by that business.
Why is my corporate identity and corporate branding important?
If people make positive associations with your brand, they are more likely to become paying customers. This means that they will purchase your products or make use of your services. It is thus worthwhile to invest time and money into becoming a brand that the public trusts and respects.
Features of corporate
Certain aspects of corporate branding cannot be designed by a graphic designer. These are ways in which the business and its stakeholders interact with people that can change the way those people feel about the business. These aspects include:
Treatment and training of employees.
The quality of the products and services provided by the business.
Corporate identity features we can effect
However, there are also many aspects of corporate branding that we can affect. Some examples are:
Website design: we can design a website that creates an excellent first impression for anyone visiting it. Such a website allows customers to find out more about your business and access your products and services easily.
Corporate logo: we can create an easily recognizable symbol that represents your business and allows viewers to associate it with your business
Stationary: we can design personalized stationery that you can use as corporate gifts to impress your clients and thank them for their support
Corporate identity involves creating a unique style for a business
Graphic design is visual communication. The design aspects of corporate branding thus include creating an easily recognizable style across all graphic and website designs of the business.
This style must align with the corporate identity of the business. This means using specific themes, set colours, specific typography, page layouts and fonts to communicate messages about the brand to everyone who interacts with it.
At Swerve Designs, we recognize the importance of advertisement in corporate branding. We work together with you to:
Determine your corporate image and
Devise a corporate branding strategy that best serves this corporate image
Your brand refers to your company as known by a specific name. For example, Swerve Designs is a brand of graphic and website design service provider. Cadbury is a brand of chocolate.
Is corporate branding
Corporate branding costs depend largely on your branding needs and on your budget. Large companies spend millions of Rands each year to improve their corporate branding. At Swerve Designs, we recognize that not all businesses have this kind of capital. We want to help you establish a good corporate image by providing you with the best corporate branding tools to suit your budget.
How can I assess my
company’s corporate brand?
Ask yourself: how do people see my brand? Do they associate it with good quality products and services? Do they think of good customer service when they read your brand name? Are they likely to recommend your brand to their friends and family?
If you cannot answer these questions, you may need to do some market research.
You can do this by:
Sending out a survey via your email list.
Asking your friends and family to complete a questionnaire.
Requesting customer reviews on your social media pages.
It’s important to get a feel for how clients see your brand in order to determine which changes you need to make to your corporate branding.
What is an examples of
successful corporate branding by a big South African business?
Sunlight is an excellent example of successful corporate branding in South Africa. The brand has been in existence for over 100 years.
The dishwashing liquid has continuously been advertised as an effective cleaning product that is mild on the hands that use it. Over time, the brand has added new products to its offering, including Automatic and Handwashing powders, Auto-dishwash products, a fabric conditioner and a bath soap. Every time a new product is launched, it is a success. This is because of the positive association consumers have with the brand name.
In 2019, Sunlight launched an environmental packaging for its dishwashing liquid. This move had a positive impact on the corporate image of the brand, as it indicated that the brand cares about the environment.
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