22.09.2022
Corporate identity - what is it and why is it needed
Brands are very similar to people - they have their own character, voice and, of course, appearance. If a brand does not have this, it becomes gray and faceless, the audience cannot recognize it and the brand's products will simply get lost among dozens or even hundreds of competitors.
An important part of any developed brand is its "face" - corporate identity. Corporate identity helps to recognize the brand without extra effort: by colors, sounds, fonts, logo, graphic elements and other components of the identity.
For example, a white wavy line on a red background - will make you think of Coca-Cola, and a check mark on a T-shirt will evoke associations with Nike.
The more logical and competently your corporate identity is built, the easier it is to remember and recognize you. For example, this helps to save on advertising and PR, because even without this, people will buy you simply because the brand is well known to the consumer.
In addition, a clear and logical corporate style inspires confidence, and therefore encourages a choice in favor of the brand - consumers do not want to think twice, so their brain automatically chooses what is clear and familiar on the shelves. This works, which is why large brands have so many clones that try to copy the corporate style of large players in the market in order to "bite off" a part of their audience.
A corporate style is equally needed by new brands that are just planning to grow and develop, as well as large companies that are looking to scale up and capture new territories.
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