5 Crucial Identity Guidelines Every Corporation Should Follow

Corporate identity can be defined as the internal activities of a business that shape the perception it seeks to showcase to its target market or target audience. Simply put, it’s the answer to the question “who are we?”

Brand identity vs. corporate identity

Corporate identity is different from brand identity. Although the two terms are sometimes used interchangeably, brand identity specifically pertains to how the business wants to be perceived by its target.

Knowing these differences is key to developing your corporate business strategy. For instance, a strategy involving corporate identity would be mainly concerned with internal strategies, such as instilling corporate culture, employee training, project management or other human resource-related matters. On the other hand, a strategy involving brand identity would usually involve public relations matters, marketing strategies and communication among others.

But how exactly do you go about establishing a corporate identity? Or better yet, is corporate identity something that needs to be established in the first place? Like personhood, shouldn’t a corporate identity begin from the moment of incorporation?

While it’s true that your identity begins at the moment of creation, this fact, isn’t set in stone. A business is a living and breathing entity in and of itself, but it must be noted that, like personhood, corporate identity can be changed, molded and established to suit important business goals and objectives.

But how exactly can this be done? And what’s the proper course of action when molding one’s corporate identity?

Of course, every growth hacking strategy is different. But arming yourself with knowledge would do you well in helping you formulate your own.

5 crucial identity guidelines every corporation should follow

1. Identify and establish your corporate values

A corporation’s identity should always begin with its corporate values. Conversely, a corporation’s values should always find its source with its founders and, if not, its key implementers.

Key implementers in a corporation are simply those groups of persons charged with the duty of actually performing and implementing strategies of a corporation.

By sourcing the corporation’s values with that of their founders or managers, the employees will find themselves either constrained or inspired to follow suit and, accordingly, apply themselves in the pursuit of those values, to the point that it becomes a part of their own personalities as well.

For instance, does the founder value integrity and respect for others? Do key implementers value resourcefulness and creativity? Knowing these values is essential in developing the corporation’s identity.

As more employees join in and share that collective pursuit, the values of the company begin to reflect on the whole. In effect, these values begin to flow outside, thereby giving people outside the company - the target market or audience - a glimpse of it. Accordingly, the perception of the company is shared and hopefully go about affecting the corporation’s bottom line in the long run.

2. Create and adopt a corporate social responsibility framework

Corporate social responsibility (CSR) has received its fair share of criticism over the years, but there’s no denying that when done right, having a CSR plan or framework greatly enhance the corporation’s image.

For instance, if your CSR framework involves creating schools and offering teaching services to the underprivileged, then people outside the company will begin to identify the corporation as one that values education, as well as tending to the needs of those in depressed areas. In effect, the corporation’s identity will be associated in a positive light, which helps in raising the company’s goodwill and, hopefully, its bottom line.

3. Have an audacious goal to strive for

Setting goals serves various purposes, chief of which is the idea of cohesiveness. By having an audacious goal, employees in the company will have the necessary structure with which to base their purpose.

Purpose, when it comes to performing job functions, has intangible values that more often than not affect an employee’s dedication to their functions. This can result in better employee performance and, on a macro scale, better company performance.

In other words, having a big goal can help shape a corporation’s identity with its employees and  audience.

4. Adopt a strong logo

A logo or a brand is one of the first things people use to identify a company. As such, it goes without saying that having a recognizable logo can help you shape your corporate identity and achieve better brand recognition.

In creating your logo, try to associate your symbols with that of your corporate values for better results. This trickles down to your choice of typography, image and colors.

5. Establish a corporate communication identity

In today’s world, people from all walks of life can reach out and talk to corporations directly with the push of a button. As such, it can’t be denied that how a corporation chooses to communicate with its customers through these channels can be crucial when it comes to choosing its corporate identity.

Should your company reply to all social media comments and messages? If so, how should your reply be constructed? Should you be professional, informal or playful? Do you need to verify email addresses before doing so? Whichever you choose, be sure to align your communication identity through the use of any B2B tools with your core values as a way of bolstering each other.