Corporate identities are only as strong as the emotions they evoke

A company’s identity is the foundation upon which all forms of communication are built. Proper branding is crucial when evoking the emotions within the target group necessary to generate sustainable customer loyalty. Only through emotion is it possible for a company to affectively rise above its competitors and acquire new customers.

Corporate identity results when corporate design (CD), corporate communication (CC) and corporate behaviour (CB) are combined.

The core of any corporate identity is the corporate design – the visual appearance. This includes things such as the company logo, colours, fonts and image assets. One can think of it as a company’s calling card – an instrument that evokes an image in all target groups – increasing recognition with every viewing. Professionally developed corporate designs form the foundation for company communication for many, many years, occasionally benefiting from a small facelift.

Re-brandings or brand developments usually kick-off with a workshop in which we work together with focus groups to ascertain the basis for brand core, brand values and brand facets. Those companies interested in exploring their potential in this area can request our ‘Brand Building’ whitepaper on the subject.