Corporate Identity – How It Works


Every person has a personality that distinguishes them. The fact that this should also apply to companies seems strange at first. But every company has a so-called corporate identity. A total of its properties, which are woven into an overall picture. It can be found in all aspects of a company and creates a comprehensive construct with internal and external effects.
The active further development of one’s corporate identity creates numerous advantages for a company and should not be left to chance. In this article, you will learn what benefits corporate identity can bring and what needs to be considered when implementing it.

What Is Corporate Identity?

The corporate identity consists of several components. How many and which there are usually depends on the respective definition. Above all, corporate design, corporate communication and corporate behaviour are the central components.

Always make a good impression thanks to corporate design.

Corporate design is often equated with corporate identity. It is only one building block in the big picture of corporate identity. The corporate design visualizes the corporate identity. It makes them tangible and recognizable, from the logo, font design, and work clothes. Corporate strategy is used wherever the company’s personality is to be visibly presented.

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Understand more than just the train station, thanks to Corporate Communication.

Corporate communication ensures uniform understanding. Based on company-specific language rules, the corporate language defines the culture of discussion with various stakeholders. This includes internal forms of communication, such as addressing employees. But also external forms of communication, such as writing social media posts or talking to customers.

Demonstrate appropriate behaviour thanks to Corporate Behaviour.

Corporate behaviour defines forms of behaviour that are implemented internally and externally. How should employees treat each other? How should customers be treated? How do I deal with complaints? It answers all these questions and creates a behavioural guide for everyone in the company.

Attention Danger of Confusion! – Why You Should Not Mix Corporate Identity And Corporate Image

In connection with corporate identity, the term corporate image is often used and sometimes even used as a synonym. So are (corporate) identity and (corporate) image the same? The answer is simple: no. As already mentioned, the corporate identity is the self-image of a company, just as it would like to be seen.

On the other hand, corporate image means the external image of how the company is perceived from the outside. Viewed in this way, one could describe the image as a consequence of the identity. At least this can be influenced by her.

Many Advantages Thanks To Corporate Identity

Why one should develop a corporate identity at all is easy to answer. It brings many advantages to a company that can show up externally and internally.

Like the phoenix from the crowd – more visibility on the market through corporate identity

The markets are now full of suppliers and their products. In this sea of ​​information, how are you supposed to differentiate yourself from the competition in a visible way to customers? At this point, corporate identity comes into play. It creates a guide for consumers and lets your company stand out. Other criteria must be included in the decision-making process if products are similar. Think about it: Would you buy a product from a company that shares your values, or would you choose a company whose values ​​you don’t know?

Structure and stability in the appearance of your company are created through a consistently uniform way of presentation. This makes recognition valuable and generates trust. Customers notice that they can rely on continuity with a company and recognize it through logos, colours or slogans. It increases the likelihood that they will choose you again rather than another provider.

Connectedness and team spirit – how corporate identity improves internal processes

Corporate identity also has a positive effect on internal aspects. This gives employees a guide. Answers to questions: What does my company stand for? Which values ​​are relevant in my company? You can better identify with your job and are much more motivated and willing to perform. United under the same principles and rules of conduct, the employees are becoming more and more of a community.

Always knowing directly in which tone social media posts should be written. How to approach customer inquiries. Which layout is used for presentations? All this ensures more efficiency in the work processes of a company. Certain corporate identity specifications become routine and thus create more time for other activities/tasks.

These automatisms also ensure that all of a company’s products and products have a uniform appearance and are adapted to the corporate identity. Be it the newsletter, the company car or print products. The design process can be based on existing systems. As a result, all touchpoints also have this uniform presentation and are perceived by customers as belonging to the company.

Step By Step To Corporate Identity

How do you proceed if you also want to design your company’s corporate identity professionally?

What am I building on?

First, clarifying the values, standards and guidelines that already exist in the company is helpful. These may have been actively developed or formed autonomously over time. A return to one’s roots also makes sense here. Ask yourself which original vision stands behind your company and on which basis the corporate identity should grow. The analysis should also include how stakeholders such as customers or employees currently think of you.

Where do I want to go?

Now it’s time to start thinking about where the corporate identity journey should go. What demands do my customers have, and how can I meet them? How do I differentiate myself from my competition? Necessary: Be sure to involve your employees in the process. This gives employees the feeling of being integrated into the corporate identity right from the start. This makes it easier for them later to accept and implement new measures.

It takes time to realize a corporate identity. Your company will not be able to change overnight. That is why the future factor is also an essential aspect for you. Consider where you want your company to be in a few years and which guidelines and values ​​will, therefore, still be valid.

Put your corporate identity on paper.

Is the desired target state … fully worked out? …consistent in itself? …suitable for the company? Then it’s time to get it in writing. This is essential to enable uniform implementation in the future. What you now define will not immediately become second nature to your employees. Make it possible to make the guides accessible to everyone at any time. This also supports future employees in integrating corporate identity into their everyday work right from the start.

Realize the plan

Now dare to implement your ideas step by step. For a corporate identity to work, it must be maintained in all company areas and implemented in a motivated manner. Inform your employees about the changes and encourage them to implement the corporate identity to live it. Do not expect that your project will be realized in a few days. It takes time. But it will be worth it!

control is better!

After the creation is before the control, it’s time to check your corporate identity. Will it be implemented as planned? And above all: Is it used in all areas of the company? Again, you should include the opinion of your employees: do they accept the measures, and do they feel comfortable with them? It should also be considered whether the corporate identity achieves the desired effects, such as customer loyalty or recognition value, with external target groups.

From now on, it’s time to stay on the ball! The corporate identity is not a fixed construct but should be constantly adapted and optimized. It evolves with your company.


The corporate identity combines all the characteristics of a company into its self-image. It generates internal cohesion and improves work processes. Externally, it differentiates the company from the competition and gives it recognition value.

Actively shaping a corporate identity is an ongoing process. But it is worth it to create a consistent picture of fundamental motivations and future goals. With rules that have been worked out in corporate design, corporate communication and corporate behaviour, the corporate identity can be implemented by everyone in all areas of the company in the future. In this way, you are rewarded with convinced and loyal customers and employees who feel connected to the company and its values.

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