Why a strong company identity is essential

Company identity refers to the totality of all elements that define and represent a company’s identity and image. It encompasses the unique characteristics, values, goals, and personality of a company that distinguish it from others and promote its recognition.

Sense and purpose of a company identity

A consistent and clearly defined company identity allows (potential) customers to quickly recognize and identify with the company. This is especially beneficial in industries with similar products or services.

A strong company identity that conveys authenticity and consistency also helps build trust among customers and business partners.

A clear company identity serves not only the external image, but also the internal orientation of employees. It helps to create a common corporate culture, strengthens employee loyalty and promotes cooperation.

In summary, a company identity provides the following benefits:

• Brand recognition
• Building trust
• Differentiation from competitors
• Internal alignment and employee retention
• Effective marketing and communication

Company identity vs. corporate identity

Corporate identity and company identity are often used interchangeably, but there’s a subtle difference between the two terms.

Corporate identity traditionally refers to the identity of a company as a whole, including its visual and verbal elements, its values, its culture, and its behavior. In other words, it encompasses the company’s overall appearance and personality.

Company identity, on the other hand, can refer more specifically to the identity of a particular company within a larger group of companies. If a company has several subsidiaries or divisions, each may have its own company identity, which is embedded in the corporate identity of the company as a whole, but still has specific characteristics and differences.

Develop a strong company identity

Start with a thorough analysis of your target audience and the market in which your company operates. Understand the needs, preferences, and expectations of your target audience, as well as the trends and developments in your industry.

Be clear about what you are selling. In addition to the actual product or service, you’re always selling an experience. What does that experience look like? What do you want (potential) customers to think about your company?

Clarify your company’s core values, goals and personality. What are your long-term goals? What values are important to you? How do you want others to perceive you? These aspects form the basis of your company identity.

Develop visual elements such as a logo, color palette, fonts, and design guidelines that reflect your company’s personality and values. Also determine the tone of communication, language guidelines, and style of corporate messaging. Think about the specific vocabulary you want to use.

Consistently implement your company identity in all aspects of your business, including marketing materials, corporate communications, product packaging, and the work environment. Ensure that all employees are familiar with the company identity and use it in their daily work.

The company identity shouldn’t be static, but should evolve over time to reflect changes in the target audience, the marketplace, and the organization itself. Conduct regular reviews to ensure that your identity remains relevant and effective, and make adjustments as necessary.

Actively involve your employees in the process of developing and implementing the identity. Their input and feedback is valuable and can help foster a strong culture and increase employee identification with the company identity.

Tips for enhancing your existing company identity

If you already have a company identity, you should review it regularly. The best way to do this is to get feedback from outside people who will be impartial. Here are some tips on what to look for when conducting a review:

• Identify strengths and weaknesses and areas for improvement.
• Consider both visual and verbal elements.
• Take the time to really understand your audience and the market in which your business operates. Audiences and markets can change over time.
• Examine your corporate culture. Do all employees live the culture or is there dissatisfaction?
• What does your organization stand for? Have the values changed?
• Review your corporate logo, color palette, typeface, and design. Are these elements still current and do they fit your brand personality?

Set achievable short-term goals for your changes. This increases motivation and shows your employees that you are making a difference.

Whether you’re developing or improving your corporate identity: Make sure it’s credible. A good-sounding company identity is useless if it’s created for marketing purposes but not lived by the company—especially in times when issues such as transparency and sustainability are becoming increasingly important. Greenwashing, pinkwashing, whitewashing, etc. usually lead to massive reputational damage.