Build Your Corporate Identity with These Five Simple Branding Tips

Build Your Corporate Identity with These Five Simple Branding Tips

Corporate identity. When combined, these two words seem so intimidating especially if you're an owner of a startup or even an established small or medium-sized enterprise. But really, there's nothing to fear and everything to gain. Today, we're going to learn what corporate identity means and how it is significant to your business. We're also going to discuss the best approach on how to build a more robust corporate identity with the help of effective branding.



Corporate Identity


So what exactly is corporate identity? At its most basic, corporate identity is associated with anything that is palpable and anything that can be seen by a company's customers, its employees, and its competitors. These elements include the company's logo, colours, typography, and symbols. A company's furniture, products, buildings, design, and more are also part of its corporate identity. But corporate identity can also go beyond the visuals and what the customers can perceive. It can also be the organisation's internal structure (whether centralised or decentralised), as well as how it is divided (if the company is large enough to allow divisions or departments).


The Benefits of Establishing a Solid Corporate Identity for Small and Medium-sized Enterprises


At first, it might seem that corporate identity is the domain of large and established companies. Nothing could be further from the truth. In fact, startups and small and medium-sized enterprises can benefit from building their corporate identity. Some of the benefits for startups and small businesses include:

  • A cohesive corporate identity makes the company more recognizable to customers, and helps leave more of a lasting impression. It gives them an idea of what you offer—whether it is a product or a service. Good visuals can also help foster customer loyalty.
  • A good visual identity can foster employee loyalty.
  • Your visual identity can distinguish your company, as well as your products, services, and prices from your competitors. It can catapult your company from anonymous to famous, as well as boost your reputation and hopefully, your profit.
  • Your symbols, logos, and other elements of your corporate identity are visual signals to your suppliers and prospective employees.

Five Tips for Building a Stronger Corporate Identity


#1 Know thyself, said the ancient Greeks. But this maxim is not limited to the individual. It can also be a good starting point in your quest for branding and building your corporate identity. This is a good time to delve into your company's history (if the company has been around for many years) and look into why it was founded in the first place. If you lead a small or medium-sized enterprise, some of the questions you might want to ask yourself and your staff during this "journey to self-discovery" might include:

  • What is our company's short-term and long-term goals? Is it to provide the best product or service to customers within an affordable price range? Is beating out your competitors your ultimate goal? Are you committed to quality and innovation at the same time and want to ensure that these values are evident in your products or service?
  • What are my company's strengths and weaknesses? How can I convert my company's weak points into strengths?
  • Who are my competitors? What do they offer that my company doesn't? How will I be able to turn threats into opportunities?
  • What is my company's reputation when it comes to the quality of products and services? How does the price of goods and services and the attitude of my workers affect public perception?


Understanding your company's history and motivations, identifying your strengths and weak points, and answering some of the questions mentioned above can help you develop a stronger, more cohesive corporate identity. After conducting interviews with your employees, analyse what sets you apart from the competition and take it from there.


One of the best examples of a company that has successfully used its history when branding and crafting a unique corporate identity is the Greek-style yogurt brand Chobani. There are a lot of Greek-style yogurt brands out there and many of them are just as delicious, but Chobani has consistently remained number one. One factor that made its branding and corporate identity stand out is its history. Its founder, Hamdi Ulukaya, is not shy in admitting that the company's humble beginnings and that the name of the company itself is a nod to his family's roots as shepherds in his native Turkey.


#2 Tell your company's story. After going back to your roots, as well as auditing and analysing your company's goals, strengths, weaknesses, and competitors, it's time to tell your story. Highlight your company's origins and focus on what sets your product apart from your competitors. Your history and what makes you unique are parts of your corporate identity, so these can also play a large part in your marketing strategy and can set the tone for all your external or internal communications.



#3 Create your company's mission statement. Many business owners think that mission statements are only reserved for when their enterprise has grown. But a mission statement is necessary even when the business is still in its infancy and is essential when crafting a robust corporate identity. If you're the owner of a small business, take a page off the book of a larger company when it comes crafting your own mission statement.


#4 Start working on your company's visual identity. With the help of a design team, incorporate the essence of your company (its history, its ultimate goals, and what makes it unique) to your visual identity. Your visual identity includes the logo, typography, colors, and the tone of your business communications. These elements can change over time and can be tweaked and fine-tuned until you find something that is effective.



#5 Record everything in a style guide. During the process of building your corporate identity, make sure that you document everything in a style guide. This includes your preferred fonts and corresponding sizes, specific colour palettes, layout, and more. The style guide is there to ensure that your designers—whether in-house or done by an advertising agency—will maintain cohesion across all platforms.


About the Author


Daniel Lummis, Senior Marketing Consultant at Bladon WA - Daniel has been working in the marketing industry for over five years. Daniel's key areas of expertise are helping businesses create an online brand presence. Bladon WA is a corporate branded products supplier based in Perth Western Australia. Amongst other services, Bladon WA helps clients improve their brand presence through promotional branded merchandise and branded work wear.

1 Star2 Stars3 Stars4 Stars5 Stars (1 votes, average: 5.00 out of 5)

Leave a Reply

Your email address will not be published. Required fields are marked *

business plan template

Get Instant Access to the Business Plan Template that has helped thousands of Business Owners in every sector plan and grow their business.

Learn More
fees and benefits

Our Programs start from as little as $10 a day making it affordable for all business types.

Learn More

Top Rated Articles

The History of Business Coaching

The Inner Series...   In order to understand the history of business coaching, it’s important to go back to t


How your company can adapt to the Digital Revolution

Over the last couple of years, technological innovation has brought about a rapid change in the customer service landsca


7 Biggest Challenges Facing Your Business

It is kind of inevitable that businesses will face challenges at different stages of their growth and development. So, p


Recently Viewed

How to Start the Lifestyle Business You've Always Dreamed Of

liOne of the toughest parts of starting your own business is figuring out what kind of company you want to run. There ar


How I changed my Facebook Business Page Name

I started a Facebook page for my business many years ago. I had spent thousands of dollars running ad campaigns and gain


9 Skills Every Businessman Needs To Have When Starting a Business

Starting a business is no easy challenge. As a business owner, you must have the ability to lead your company to success

  • Over the past 6 months the incredible team at MMP have supported us to shift our attitude towards our business & month on month our revenue is increasing to the point we will be able to employ additional staff to support our business goals long into the future. Do not regret our decision one single bit!

    • Emma Reece

  • Working with my coach has enabled me to see the areas where my business is failing. This was pretty confronting to me to be honest. MMP has the tools to improve these areas and the guidance on how to implement them.

    • Sharon Robinson

  • I have been working with Max My Profit for approx 3 years now, and over that time I have learnt a lot of things about not only what it takes to run a business, but I have also learnt things about myself. I don't believe i'd be the person or have the business I have today if it wasn't for Max My Profit and our Business Excelerator. Great team to work with if you want to take your business serious!

    • Ben Choy

  • As a new client for Max My Profit (MMP) it has taken no time at all to realise the benefits of business coaching. Despite many years of senior management experience starting a new business requires best practice systems and processes built on a solid platform of detailed planning. I look forward to the benefits of adopting the formula being shared by MMP.

    • Campbell MacLeod

  • Max My Profit Are truly awesome at what they do. They have helped me over the past 12 months to get off the tools in my business and start working on my business. I am looking forward to 2019 with enthusiasm not concern. Thanks so much.

    • Aaron Kemp

  • If you are committed to Growth the Max My Profit Team has the tools and expertise to excelerate all areas of your life. They Care, They Listen, They Understand You as an Individual first then they focus on Your business. Thank you Max My Profit my rating is a 6/5 - Kindest Regards The Mr Handyfix Team

    • Catherine Kavadas

  • The team at Max My Profit are an absolute pleasure to deal with. I love working with a team who is on top of what they are doing and have a clear view of what they are working on with you and helping ensure you get to the end goal.

    • Lauren Watts

  • I have been working with MaxMyProfit over the years and what they do for SME's in growing their business is fantastic. Also due to there knowledge and their supporting material for companies across the 5 lifestyle stages and assisting them through this process day in day out is extremely comforting as a small business owner and have referred them many businesses over the years.

    • Steve Laingy

  • Working with a business coach from MaxMyProfit has been one of the best things I have done for my business. I had several other coaches before MaxMyProfit but these guys are a step above the others. I have seen a significant increase in sales, now have a business that can run itself and the coaching program has paid for itself many times over.

    • Matthew Kitchin

  • Much more than just business coaches. There is an absolute treasure chest of business knowledge in their members site.

    • Iain Campbell

  • Max My Profit are unique as they really partner with you to develop and implement a plan that will drive success for the business. I was hesitant to proceed as previous business coaches tell you what to do and rely on you to implement.

    • Michael de Haan

  • I attended one of Max My Profits introductory events in Melbourne. Having been an accountant for almost 30 years, I was somewhat sceptical. Boy was I wrong. I not only enjoyed the presentation, but I gleaned so much from just that session.

    • Daniel Odd

  • These guys are an absolute wealth of knowledge for Small Business. The programme and support networks they have set up ensure learn more every day and can take your business from good to great. Thanks so much.

    • John Butler