Designing a “Corporate Identity Plan” to be the “persona” of your enterprise can be very complex and should complement and facilitate the attainment of your objectives for market positioning and leadership. It is visibly manifested by brand imaging and the use of trademarks, slogans, logos, etc. Outstanding, award-winning design is at the heart of what we do. Millennium is a vibrant and energetic creative environment where the best of many great design ideas rise to the top. Whether it’s a new identity, a website, printed collateral, a mobile experience—or all of the above—we have the skills and experience to create truly distinctive design experiences. Every successful brand is built around a central, compelling idea. An idea that has real value for the organization and its stakeholders alike. Brand strategy is key to unlocking that value – and we can help you craft a powerful strategy that delivers real results.
Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy. Often referred to as organizational identity, corporate identity helps organizations to answer questions like “who are we?” and “where are we going?” Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups.
We offer enhanced value with the ability to go beyond a narrow project focus, delivering fully realized, integrated Corporate Identity design solutions:
Corporate identity Logo design Signature systems Identity standards Implementation guidelines Collateral systems Marketing communications
In general, this includes corporate title, logo (logotype and/or logogram), and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved color palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand. These guidelines are usually formulated into a package of tools called corporate identity manuals.
Many companies pay large amounts of money for the research, design and execution involved in creating an identity that is extremely distinguishable and appealing to the company’s target audience.
Corporate identity is often viewed as being composed of three parts:
1. Corporate design (logos, uniforms, corporate colors, etc.) 2. Corporate communication (advertising, public relations, information, etc.) 3. Corporate behavior (internal values, norms, etc.)
Organizational Point Of View
Identity is the result of social interaction, and the way corporate actors who perceive themselves as acting on behalf of the company promote their company in ongoing social interaction with other actors in a specific context. It includes shared perceptions of reality, ways-to-do-things, etc., and interlocked behavior. In this process the corporate actors are of equal importance as those others; corporate identity pertains to the company (the group of corporate actors) as well as to the relevant others;
Our Best Practices Corporate Identity program identifies the following four key brand requirements that are critical for a successful corporate identity strategy:
• Differentiation. In today’s highly competitive market, brands need to have a clear differentiation or reason for being. What they represent needs to be stand apart from others in order to be noticed, make an impression, and to ultimately be preferred.
• Relevance. Brands need to connect to what people care about out in the world. To build demand, they need understand and fulfill the needs and aspirations of their intended audiences.
• Coherence. To assure credibility with their audiences, brands must be coherent in what they say and do. All the messages, all the marketing communications, all the brand experiences, and all of the product delivery need to hang together and add up to something meaningful.
• Esteem. A brand that is differentiated, relevant and coherent is one valued by both its internal and external audiences. Esteem is the reputation a brand has earned by executing clearly on both its promised and delivered experience.
Media And Corporate Identity
As technology and mass media have continued to develop at exponential rates, the role of the media in business increases as well. The media has a large effect on the formation of corporate identity by reinforcing a company’s image and reputation. Global television networks and the rise of business news have caused the public representation of organizations to critically influence the construction and deconstruction of certain organizational identities more than ever before.
Many companies proactively choose to create media attention and use it as a tool for identity construction and strengthening, and also to reinvent their images under the pressure of new technology. The media also has the power to produce and diffuse meanings a corporation holds, therefore giving stakeholders a negotiation of the organizational identity.
Our strategy teams are multidisciplinary strategists, designers and writers, as well as digital and implementation experts. Together, we can address any element of brand strategy, including:
1. Create new or refresh positioning for companies and products 2. Recasting corporate mission, vision and values 3. Improving financial performance through brand portfolio optimization 4. Articulating a compelling, differentiated brand messaging framework 5. Evaluating the equities and liabilities of both the client and competing brands 6. Quantifying economic value at risk when making brand decisions 7. Defining aspects of competitive advantage 8. Clarifying the sources of future growth in shareholder value for investors 9. Segmenting customer needs and value propositions 10. Identifying the underpinnings of corporate brand sustainability 11. Aligning branded customer experiences with purchase and loyalty drivers
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