“Corporate communication is the process that makes the corporate identity visible in concrete terms.”
But corporate communication is not an option. It is happening to all companies all the time, sometimes haphazardly and often without real planning. It has also been described as a process that translates corporate identity into corporate image. The role of communication is crucial in the entire process because without communication the values and strategies of an organisation will never be understood properly. Corporate communication includes virtually the entire range of its interaction with the society; from the way telephone calls are answered to the way video films are made.
“Corporate communication cannot overnight turn a poor company into a successful one.”
It can only ensure that it conveys a consistent and credible message of what the company is, what it does and how it does it by trying to synthesize the messages it transmits.
The visual projection in corporate identity is derived from the fact that it not only helps internal cohesion but it plays a large part in showing to the outside world what the company is like and how it can be expected to behave. Indeed a distinctive visual communication programme is one of the most prominent and marketable corporate assets; without it, ready acceptance of even the most superlative product may be difficult. It can provide a focus for a consistent message to all the external publics.
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