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Do you look as good as you really are?

Everyone who comes into contact with your company forms a mental impression of what and who your company is. That mental impression is the company's Corporate Image, its brand. Your goal should be to manage your brand as best you can to ensure that you are sending out visual messages of a friendly, concerned, well-organized, dependable, professional, and progressive company. In other words, "To look as good as you really are."

A consistent, well-organized, and understandable message conveys a positive image. If the message is constantly changing, disorganized and confusing, your company will be projecting a negative image. Your company's brand is a live and viable entity just like any individual's personality and, as such, it will evolve and change as it adapts to its environment and as corporate goals adjust to market demands.

The visual element of your company's identity is the Corporate Logo; it's the "Face" by which the public recognizes the company. While the image or public perception of the company changes in the minds of individuals as they respond to various corporate messages, i.e. advertising and public relations, the identity or face of the corporation, its logo, should remain the same. The logo is the constant pivotal point around which all other messages revolve. It is a stable rock and anchor for your company.

Your brand's goal is to project a "one company" image to the public. This unified image helps build employee morale and loyalty, while adding power to the company's advertising and marketing programs by projecting the image of an industry leader.

Your brand is one of your most valuable assets. Many large corporations go to great lengths to protect that equity. Consistency is critical to the success of any brand.

Your brand should also include developing what you say to your customers, (and how you say it), how you and your employees present yourselves and your products, and it can also include details about how your reception area looks and what it "feels" like.

If you don't have a consistent brand, we can help you build one. We start by getting to know you and your story, your products and/or services, and the things that set you apart from your competition. We want to know why you started your company, how you started, and we want to know about your customers, your target market.

The next step is building the visual element of your brand, your logo. The design of the logo also includes a color pallet that you will use in your advertising, marketing materials, and in-house communication. Also included is a stationary package that includes letterhead, envelope, and business card design.

(Content originally developed by Dutcher, an advertising and PR firm. Some content modified and/or added by RAMM Marketing & Design, LLC)

 

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