Every organization should have its own corporate identity and image.This will include not only its name and logo but also how the organization appears in public- whether though its stationery, uniforms,vehicles, shape and color of buildings, or even the way its website and emails appear. Even advertisements in the press and on television will be instantly recognizable if the organization has a strong corporate identity.
The name is an important part of the corporate identity and may be crucial to the organization's success and become a valuable asset bringing with it an image,reputation and customers. One of UK's booksellers and stationers, WH Smith, reckon that the real strength of their organization is their corporate identity and in particular, their name, which is recognized throughout the UK and promotes loyalty and a feeling of trust.
Organizations with many parts should present a single unique image to the world by having all their parts associated with a strong, central recognizable corporate identity. Even legally separate organizations may work under a common corporate identity ‘umbrella’ so that they can be recognized as one.
However, the individual units of a large group may be concerned that they become invisible and be forgotten, or starved of funds.Consequently, they may strive to be noticed within the overall structure and develop their own unique subset of the overall corporate identity.
A strong corporate identity can be more valuable to an organization than all its other assets put together!
References:
http://onthecommons.org/content.php?id=671
http://en.wikipedia.org/wiki/Corporate_identity
http://www.entrepreneur.com/tradejournals/article/77036459.html
http://en.wikipedia.org/wiki/Reputation_management
This chapter really reinforced how a company must unite the logo and image with the message. I guess I never really thought about it but it really made sense. Looking at the examples in the chapter showed how a successful combination of identity, image and strong reputation can help a company through difficult times and also compete more efficiently. I really liked the FedEx and KFC examples that showed how a simple change in a logo can help reshape a company's image.
ReplyDeleteThese are great posts about identity, image, and reputation. These three concepts that a company must realize makes a lasting impact on the company’s survivability. I believe the most important portion of this chapter lies in method of action that management can use in order to create and maintain an identity and image that matches their corporate structure. The steps are as follows: conduct an identity audit, set objectives, develop designs and names, develop prototype, launch and communicate, and finally implement the program. Not only will this allow an organization to create an identity process, it will allow it to monitor it through this action cycle. When describing the steps that are often taken by organizations to manage the identity process, states in the implantation step that a manual can be created to construct a standard method of communicating and using the identity properly and consistently. This is a great idea. By standardizing the use of the new identity there will be no confusion as to what the visual identity means and how it should be interested.
ReplyDeleteThe article that I have provided for the post illustrates the author’s perceived gap between one of America’s favorite fast-food restaurants, McDonald’s, gap between their identity and image in meeting the environmentally changing constituents who require healthier foods. http://writingskills.uvt.nl/images/Research%20Report%20Schrijfsite.pdf
Carrie
An organization’s identity, image, and reputation are very important; not only to the company but also in how it is viewed by the various constituencies. A company’s identity is thought of as the visual expression of its reality as conveyed through the company’s name, logo, motto, products, services, or other pieces of tangible evidence created by the organization. The image and identity of companies play a key role in how consumers perceive the company. They play a factor in the products consumers buy.
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