Identity of the company

Identity of the company is a set of characteristics that distinguishes it from others, especially its competitors. It is a set of attributes providing a particularly clear way to correctly identify company and its products or services.

Identity of the company expresses itself by visual signs of: buildings, transport, working clothes and uniforms of employees, etc. A properly built and managed identity is one of the most effective means of inducing confidence. It helps company to enter new markets or introduce new offerings (products, ideas, services, etc.).

To create identity, managers should answer following questions:

• What is a company and how is will change?
• Where it is going and what position it wants to achieve?
• What distinguishes it from the competition?
• What it does and how it does it?

Steps to build indentity of the company

There are several steps that can be taken to build a company's identity:

1. Define the company's mission and values: This will serve as the foundation for the company's identity and will guide decision-making and communication.
2. Conduct a branding exercise: This can include market research, competitor analysis, and the development of a brand strategy.
3. Create a visual identity: This includes the design of a logo, color palette, and visual style that will be used across all company materials.
4. Develop a messaging strategy: This includes the development of key messaging and positioning for the company and its products/services.
5. Implement the identity: This includes incorporating the new identity into all company materials, such as website, business cards, packaging, and advertising.
6. Maintain consistency: It's important to maintain consistency in the company's identity across all materials and communications to ensure that the identity is easily recognizable and memorable.
7. Communicate the identity: Communicate the identity to employees, stakeholders, and customers, to ensure that they understand the company's values and mission, and can communicate it to others.

Identity of the company — recommended articles

Development of brand — Brand strategy — Management of brand — Image of the company — Value drivers — Brand purpose — Building strong brands — Core product — Brand value chain

References

• Mukherjee, A., & He, H. (2008). Company identity and marketing: an integrative framework. Journal of Marketing Theory and Practice, 16(2), 111-125.