Corporate identity cannot escape from the logo, text or acronym, color and other visual elements are widely used to promote the image and reputation of an organization. McDonald’s identity is so compelling for example, greatly affects the positive image is formed, though it was recognized that the plural that includes fast food junk food. In many industries, the image holds a very vital role. While reputation is an image formed of what is considered right about the organization based on previous interactions. Image and reputation could not crucial in achieving organizational goals and make it stay competitive.
Corporate identity represents the existence of the organization, summarize the history, beliefs, philosophy, technology, human resources, ethical values and cultural, and organizational strategy. As a differentiator (Uniqueness) with competitors and other organizations in an increasingly competitive market, indicates the definition of corporate identity and identification of character or personality organization. Thus the corporate identity has the ‘power’ to help determine the organization’s positioning against competitors and the market generally. Furthermore, corporate identity becomes an integral part of corporate branding. Thus, the corporate identity should reflect a positive construct, strong, and gives a lasting impression and deep.
Corporate identity is also associated with each interaction involving the organization, not only with clients or customers, but also investors, competitors, and even employees. Thus the corporate identity soft part of the management of public perceptions of the organization. In addition to an important role in connecting the internal needs and expectations of external parties, corporate identity also play a role in accommodating changes in the environment. In the latter role, the corporate identity can be a strategic tool to help organizations deal with change, such as answering the demands of corporate responsibility.
But it is not rare corporate identity is not well recognized by the targeted audience, or even considered irrelevant or too contrived (artificial). This situation arises because designers failed to accommodate the interaction with many parties, but was trapped by the desire of a few who do not understand the essence. Misunderstanding often occurs in this case, assuming a more complex identity will be more artistic and more good. In fact the opposite is true, the simpler an identity, the easier it memorable and leave a deep impression and survive in the long run.
The first impression, which psychologists call “Primacy effect, determine how the assessment was given. If construction is embedded not good, it can be influenced by “recency effect” through the replacement with a new look more attractive. Like plastic surgery can alter one’s appearance into a new identity.
The process is not easy, the organization needs to be identified through research. Research also shows characteristics, because of consumer goods and non-consumer goods industry, also the force that carried either a conservative style, modern, or casual effect on the display of corporate identity. The research should include what others say about who, what, and how your organization does business. It also includes the relevance and credibility of your organization. The results of this research are used to generate ideas for the solution to the problems faced. New identity is formed and then rolled out consistently and as often as possible by optimizing all application interfaces that may be. It often happens, this form of communication is more effective than words in increasing perceived value. This communication also requires consistency not only within the application interface is static in nature but also human capital in every interaction.
Costs incurred to improve the corporate identity will not be nothing compared to the benefits. Mental “pajamas” (shirt patch) who risked corporate identity to maintain the old identity is not relevant, certainly not the appropriate action. Moreover, risking the fate handed amateur designers.
While most often used to change the corporate identity is the acquisition or merger. Another favorite time is the moment of the turn of the year. But this time the choice is relative. The more the principle is being proactive is always better than reactive. Revitalization of the company, for example, can begin with renewed its corporate identity.
