corporate identitymanagement - kul · 2017-12-01 · identity building - approaches i. coming from...
TRANSCRIPT
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Corporate identity management
Dr Kalina Grzesiuk
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MANAGING CORPORATE IDENTITY
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• The seven dimensions – allow to manage identity
• Goal – building specific image in the environment – stressing the distinction of a company – becoming customers’ choice
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Identity building - approaches
I. Coming from within the company
• Could be preceding changes in the environment
• Based on company knowledge and experience
• Creating market niches
• Creating needs and markets
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II. Looking outside – features making company distinctive
• New companies – lack of knowledge and experience
• Innovative strategies – impossible to use previous knowledge and experiences
Identity building -approaches
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Managing identity - rules
Based on features - Clear and easy to perceive for the environment
– less risk of distortion
East Airlines – avoided by people travelling west, south and north
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– connection with the company
– Motivating to purchase
– Favorable positioning against competition
Rules cont.
•Including information concerning benefits significant for the environment
•Identity features – important for various groups of customers
– inadequate features won’t attract customers
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• should be resistant to following or copying by competition
Rules cont.
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Rules cont.
• Focus on present and future
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Rules –cont.• Trustworthy– confirmed by facts
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Process of creating identity
• Identity is complex – the process is long-term and complicated
• It’s a type of project
• Requires change management
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Creating identityTop
management involvement
Employees’ engagement
Monitoring the process and problem-solving
Motivating
Common vision of new organization
Current information about work progressTrainings of necessary
competencies
Institutionalization by structures, systems and
strategies
Communicating information about starting this project
Building vision acceptance
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Stages of creating identity
I. Decision
II. Analysis
III. Planning
IV. Projecting
V. Implementation and control
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I. Decision
• Long-term, complicated and involving all members of organization process
• Requires clear decisions on the top management level
• a base for performing an analysis
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II. Analysis
• Diagnosis of actual or desired future identity – based on environment expectations
– Actual state of organization
– Management expectations
– Employees’ expectations
– Market conditions
– Previous image
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III. Planning
• Setting directions and goals
• Setting tasks and their structure
• Verification of resources owned
• Time range
• Budget/Schedule of tasks
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IV. Designing
• Creating and testing projects
• Effectiveness of communication, alignment, reception and associations caused by VIS
• Specific projects of symbols and elements of non-visual elements of identity
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Design includes
• attributes of visual identity
– name, trade mark, logotype, business cards, headed paper, brochures, stationery, information leaflets, labeling and appearance of an institution, etc.
• elements of non-visual identity
– behavior of organization’s members, reputation, strategy and philosophy
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Effective design of identity, and visualization design in particular,
• distinguishes the organization from competition,
• underlines its individual character,
• ensures easy noticeability and high probability of remembering
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V. Implementation and control
• Changing previous elements of identity– Usually starts with visual elements
(easiest to change) and end with non-visual
– Process of implementation is supported by communication and training processes
• Control – up-to-date– Researching the perception of
organization and its products by the environment
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Components of corporate identity
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Symbols
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Visual Identification System
• Estates
• Products
• Presentations
• Publications
Buildings, sales offices
Attributes of products and services
Packages, tags, bags, labels
Advertising and PR materials
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Examples
• visualidentityguidelines-160405082749.pdf
• HGSE_BrandGuidelines_ed-links-11-14.pdf
visualidentityguidelines-160405082749.pdfHGSE_BrandGuidelines_ed-links-11-14.pdf
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• Effective VIS – shapes the company’s image – the products’/services’ image –perceived quality of products –possible price strategy
• Decision – what features of a company should be promoted
• Symbols – mirror features
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• Objective of VIS - visual presentation of
abstract features
• For example: dynamism, trust,
professionalism, energy, calm
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VIS Guidelines
1. Clear and specific
2. Accurate – for a specific company
3. Functional – easy to adapt by branches of a company
4. Originality and standing out
5. Eye-catching
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AIDAModel
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Examples
Creating a Corporate Identity_ Virgin`s Branding Strategy.avihttps://www.youtube.com/watch?v=iZZt7bgwffo
The Heineken Visual Identity Film.avihttps://www.youtube.com/watch?v=TX9nPK1VhOo&t=1s
Creating a Corporate Identity_ Virgin`s Branding Strategy.aviThe Heineken Visual Identity Film.avi
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Company name
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• Main differentiator of a company
• Present on all the elements of VIS
• Key decision – choosing a name
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Possible choices
• Name related to :
– Industry/product/service,
– historical/mythological character associatedwith a certain industry
• Name should be:
– original
– Easy to pronunce
– Offer a quick association
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• 25 Famous Company Names And Where They Came From.avi
• https://www.youtube.com/watch?v=OMYquxedvZM&t=7s
25 Famous Company Names And Where They Came From.avi
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Recommendations
• Choosing a Great Business Name for your Limited Company.avi
• https://www.youtube.com/watch?v=Mk3iD0nqZXE&t=141s
Choosing a Great Business Name for your Limited Company.avi
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What to avoid
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• Mistakes To Avoid When Naming Your Company.avi
• https://www.youtube.com/watch?v=YAuYWq2ec2M&t=24s
Mistakes To Avoid When Naming Your Company.avi