CORPORATE IDENTIFICATION (P.12)

CORPORATE IDENTIFICATION

Every organization strives to be unique in many ways as it struggles to distinguish itself by its products and services. It is based on this perception that organizations create unique identities to depict and project their corporate image. If all banks go with the same name and the same symbol and service, then there would be no distinction or differences.

It would be observed that some organizations are popular on the negative side, some on the positive, while many, even though doing well, are not popular. All of them require intensive image building for better public acceptability.

A good image goes with the Chief Executive who must believe in the best standard of business practices and develop a committed interest on how he expects to be seen by the public. The purpose of promoting corporate identity is not only for a company’s potential audience, but the general public who may come across its message. It must seek to be known more and more by the public with a good image.

Corporate identity is associated with mission statements, slogans, names, symbols, and colour peculiar to an organisation, its products and services preoccupation. There are times when a reconsideration of name, symbol and motto is necessary for a merger, acquisition, divestiture and introduction of new services different from others or to change from a company’s past activities which might not have been good enough.

Before deciding on trademarks, the following are to be considered.

Name

Everything is identified by its name, no matter how big or small it is. A good name is the pride of everyone. Names may be meaningful or meaningless, but this doesn’t matter. What matters is how the owners conduct themselves in the society. An organizations name is appropriate if it indicates its line of business. But names are sometimes given to immortalize someone or an environment. It may also be a qualifier of an event and/or action. For brevity, it is recommended that a long name be abbreviated.

Symbol

The symbol may be a sign, mark or character chosen to stand for or represent something. It may come in different forms, ranging from an ordinary drawing to artistic concepts or even pictures to project an impressive idea, which must agree with colours and the nature of the business. A good graphic artist, once given the concept, will produce an enhanced symbol to the admiration of everyone.

Motto

The motto is a worded slogan or phrase expressing a guiding principle or rule of conduct of an organisation. The message may be run on emotion, psychology or even pragmatism which will appeal to the larger public. In addition, the motto must be brief and well-crafted statements which are easy to pronounce. Some prefer to have a mission statement which expresses the philosophy of the organisation, its goals and aspirations.

 

Logo

Designs, graphics, logotypes and symbols, which should clearly depict the name and services provided by the organization, must be pondered on. It can even be an abbreviation of the company’s name, which is graphically expressed. It may also be to herald a product transformation. Logo and symbol are printed on letterheads, signboards, products, vehicles, gift items, stationery and on banners during special events. They are considered to be brand image of the products and services and also an in-house style and corporate image of the company. With the advent of the computer and its creative soft wares, better graphics can be produced in a matter of seconds.

 

Image

No good reputation is built over night. It involves a lot of planning, good will, outstanding performance, selfless service and at times, sense of patriotism.  This also involves activities that create lasting and positive impressions for the organisation. The image is the central point of public relations practice. That is the reason why the practitioner goes with many related professional names such as the image builder, image-maker and even, image merchant. Activities bordering on social responsibilities, community relations, lobbying, and special public-spirited programmes, are all geared towards achieving a better public image. It requires careful planning, development, implementation and control.

The corporate identification components discussed above are deliberate articulations to communicate the lines of service and interest of an organisation. They are primarily intended to register in the minds of the public and be easily recalled by those who come across any of its features. For the reputation to remain indelible, the organisation must be involved in deeds favourable and advantageous to the public, so that once the symbol is displayed anywhere, the name and services of the organisation instantly come to mind. The Boxer ‘B’ of Julius Berger, the ‘Elephant’ of the First Bank, the ‘Horse Stallion’ of the Union Bank and the ‘Green and White’ of the Nigerian flag, all linger on, in the mind and create a clear understanding on their stands. From whichever way it is seen, clear and impressive images may be used to monopolise or compete with others successfully.