Every individual, every business or nation has an identity. For most of us, as individuals, it emerges naturally. Just as the way we speak, dress, behave, just as much as what we say and do, consciously or unconsciously, expresses what we stand for and believe in as individuals, in the same manner organisations too express themselves in a variety of ways. It accumulates over a period of time and is a sum total of the company’s history, philosophy, ethical values, ownership, people, technology and performance.
Ideally the corporate identity reflects the inner truth about the organisation. It is the coordinated and consistent projection of everything an organisation stands for. Corporate identity is not reflected merely by visual elements but nevertheless, it is often readily identified through visual signs and symbols. Because, the visual expression tends to encapsulate with imagery what the company holds to be its essential belief and philosophy.
As organisations grow large, complex and increasingly impersonal, most of them feel the need to develop a distinctive identity in order to provide them with a competitive edge in the market place. The desire to seek a new identity may arise out of dissatisfaction with the current identity or even an absence of any consciously created identity. Diversification, entry into a new field, mergers and acquisitions, major technological changes can all be reasons for the creation of a new identity. This desire to be different, to stand out from the crowd, is one of the many vital measure to survive and grow in this fiercely competitive world.
The need for developing a strong corporate identity has been further felt owing to the weakening of brand loyalty. A considerably shorter life-cycle of an average product in today’s market has forced the companies to reposition themselves. If a company has a definite public perception, it is likely that it will also have a definite market slot.
A corporate identity is also a method of expressing a body corporate in human terms. In essence, it communicates the style of management and the spirit of the working culture within the organisation. Successful companies like ITC and Tatas have distinctive identities borne out of long and widely-held beliefs and values. But identities require to be relevant to the new business strategies. Identities, therefore, call for constant review.
14 Comments