How to build up a strong corporate identity

5 min read
November 28, 2019

Today a strong corporate identity is essential for companies to have a strong corporate bond, both internally and externally. In this article you will learn what corporate identity is, what makes a corporate identity strong and how you can ensure a strong corporate identity in your company.


What exactly does the term Corporate Identity mean?

Essentially the corporate identity consists of 3 different components:

strong corporate identity

  1. Corporate Design
    The corporate design is often equated with the corporate identity of a company, but this is only a part of the corporate identity. Corporate design refers to the visual component of the corporate identity. Formal design aspects should create a visual unity. This refers above all to the logo of a company. But also aspects such as typography, colours, social media, the design of the website and presentations.

  2. Corporate Communication
    Corporate Communication describes the communication of a company. It is intended to create a uniform image of a company by means of a uniform choice of words and a specific language level. This also includes the public appearance of the company. Corporate communication thus refers to the internal and external communication of a company.

  3. Corporate Philosophy
    This refers to the philosophy of the company. This reflects the values that the company represents. Intentions and characteristics can be found here.

Corporate Identity Definition

strong corporate identity definition
Overall, the corporate identity describes what and who you are as a company, the totality of the characteristics that make up your company. Centrally meant by this is the self-image of a company. It's about more than design, because it also means corporate culture, values and communication.
The concept of brand identity must be distinguished. Because in companies with several brands, each individual brand has its own brand identity. In a company with only one brand, a distinction can nevertheless be made between corporate identity and brand identity. The brand identity describes the brand itself and not the all-embracing corporate identity of the company.

How does your company achieve a strong corporate identity?

We have defined 5 measures that will help you to achieve a strong corporate identity:

  1. From inside to outside
    The employees of a company are decisive for a strong corporate identity. They have the greatest influence on a company's self-image. Make sure that every employee is aware of the corporate identity. It is important that employees know what the company stands for. Make sure that employees cultivate and observe the values and philosophy of your company, for example by launching strong employer branding. All parts of the corporate identity (corporate design, corporate communication, corporate philosophy) must be known and respected. For this it is important that there is a responsible person for the Corporate Identity in your enterprise. Assign a person who knows every detail of your corporate philosophy and ensures that it is brought to the attention of your employees, so they can successfully implement the brand style guide. In this context, workshops and events are a suitable measure.

  2. Flexibility and dynamism
    In addition, the corporate identity of a company today can no longer be regarded as inviolable and static. It's time for a dynamic branding. For a strong corporate identity it is necessary that the corporate identity is contemporary. To achieve this, current events such as climate change or increasing diversity must be taken into account. A strong, positive corporate identity can only be ensured if a company also acts in a modern and contemporary manner internally. This dynamic must have an impact on all three areas. Corporate design must be constantly optimised, corporate communication deepened and the corporate philosophy refined.

  3. Look at the competition
    As is the case in many respects, corporate identity also offers the opportunity to focus on the competition. Of course, this is essentially about unique selling propositions and not copying the competition, but it is important that other companies are not completely out of sight. A suitable way is to analyze what makes other companies in the industry successful in terms of corporate identity. If positive characteristics can be identified, one should consider adapting or expanding one's own corporate identity.

  4. Future with vision
    A corporate identity should not only be dynamic and flexible, but also future-oriented. So take a look at the future now and keep one or two doors open. Make yourself aware of where the company should be in the future and how internal processes will change.

  5. Social media control
    Some processes and tools are often neglected with regard to corporate identity. Often this concerns the component of the corporate design. Social media is of particular importance. For a long time Facebook & Co were only casually maintained. Here there should be a Social Media Manager, who is informed about behavior and design principles, so that also here a uniform Corporate Identity can develop.

  6. Integrate Office
    Office is another tool that has been neglected time and again. Here, too, it is a good idea to continue the design principles of the company so that, for example, company presentations are designed uniformly. Inconsistent presentations quickly appear unprofessional. Add-ins such as empower® provide a remedy.

One function of the add-in is the integrated Corporate Design Check. This can, for example, check every slide with regard to the corporate design. Even obsolete presentations can easily be transferred into their new design with the help of empower®

corporate identity design compliance office
source: Office study 2020

That's how the Corporate Design Check works:


The corporate identity of a company is more multi-faceted than a logo

Corporate identity is a sub-discipline of brand management. In our guide to successful brand management, you will find all the important information for a strategic implementation of your brand.

You should rethink your corporate identity and not just focus on the corporate design of your company. Have the courage to break through outdated patterns and create a dynamic and modern corporate identity. In addition, you should appoint those responsible to ensure a uniform implementation and internalization of the corporate identity. Today, socially relevant topics are also responsible for the corporate identity of a company. Corporate design must be constantly optimized, corporate communication deepened and the corporate philosophy refined.

You want to know how to successfully manage your corporate design in MS-Office? With empower®, you can always ensure brand-compliant design in your Office suite. Learn more about the features on our empower® productpage or get in touch with our team.

Download Economic Impact Report

Subscribe to our newsletter