Corporate image: how and why to create one

27 March 2019

In today’s society, a company’s communication has become crucial to its fortunes. However, there is still a lot of confusion surrounding this complex and often incomplete subject: to make your brand strong and complete, it is not enough to work on the aesthetic aspect. In short, although the logo is a primary and fundamental component, it is not everything.

There are in fact many other facades, and all of them need to be taken care of down to the last detail: the combination of all these facets, across the board, forms the so-called corporate image of a brand that can be identified as valid. So what is a corporate image in concrete terms? We can define it as the ability to present oneself with a homogeneous communication, capable of using a single logo and traceable codes on every channel. A brand, as mentioned, needs coherence on all levels and aspects.

The reason? It is very simple: assuming that within this reality it is impossible not to communicate, it is necessary to take care of every detail of this process. The message conveyed must always be the same, even if it is conveyed through various forms and media, and must maintain a distinctive coherence: this, in order to create a clear communication in all respects and to speak to the public effectively.

Below, therefore, are all the steps needed to achieve an optimal corporate image:

  1. First of all, it is necessary to have a clear path to follow: the definition of corporate values. At the basis of this process is the study of one’s own brand: exploring the values that the activity conveys in order to understand the optimal method of transmission.
  1. It is only then that the time comes to create a fully-fledged reference logo with which to identify fully and by which to be represented.
  1. It is precisely from the logo, its colours and its shapes, that the fundamental step, too often ignored, is taken: respecting these characteristics, which logically reflect those of the company, in order to apply them to all the various stocks of materials.
  1. In turn, a particularly important element, which can be traced back to the aesthetic factor but also to that of loyalty and marketing consistency, is the font: it is fundamental to identify the most suitable one to represent, with its style, the ideas that the company wishes to convey.
  1. This entire process, made up of studies and practical applications of the same, only ends in the final act of translation into communicative codes: in essence, the actual act of declining the distinctive characteristics of the brand on its various supports.

Once the entire corporate identity has been defined and developed according to these criteria, it is now necessary to add another aspect to keep up with the times, namely graphic work: this may concern websites, mobile applications or social pages, but always in the name of communicative coherence.