Branding & Corporate Identity

Do you know what Nike's logo is? What is the first identifiable thing you see on your local McDonald's sign? Who has food that is "finger lickin' good?" The Nike swoosh emblem, the yellow golden arches and Kentucky Fried Chicken are the answers to those questions, but chances are you already knew that, since they are iconic symbols of today's marketing. But branding and corporate identity is nothing new. Displaying goods or services in an enticing way has been around for a long time.

Function

Companies use slogans, titles, logo, jingles and advertising to develop a presence for their products. This is such an important industry that almost all identifiable emblems of corporations are trademarked, meaning that it is considered "intellectual property." Businesses depend so much on their own unique branding because it gives them immediate recognition. And it is also the corporate way of making a bond with their customer, who agrees enough with the organization's philosophy and marketing that he winds up making the product his own through regular purchases. So, in essence, the company wants their product to create a feeling of need in its buyers.

Significance

There is an entire science and huge marketing industry built around branding and corporate identity. The marketing firm hired out for this venture will send only their best and brightest to design logos, create communications--such as advertising and public relations; and they depend on these creative geniuses to develop visibility and recognition for their company clients. The process is so important in fact, that advertisers may even depend heavily on the opinions and surveys prepared by focus groups--who provide independent evaluations to let them know how they are doing.

Considerations

Just as people make first impressions when they meet someone new, companies seek to indicate to potential customers these things: professional behavior, a credible product or service, confidence, and a sizable and profitable authority. These factors, when linked to a familiar logo and presence, help to differentiate this particular company in a sea of companies. And we, as consumers, form an opinion by buying the product and validating their message.

Theories/Speculation

The customer base and the stockholders that have a vested interest in a company can influence the way the company is portrayed, by boycotting the product or selling their stock in the company. So often corporations will try to stay ahead of the game by modernizing or keeping their image fresh. Hence the number of times Coca-Cola has changed its bottle, image, trademark and taste, for example.

Potential

As an industry, branding and identity markers have always been an important part of advertising because it is used: on websites, in logos, on signage, for letterhead, in promotion and in communications. On a downturn in the economy, the funds for advertising and the "graphic" presentation may be reevaluated, but history tells us it always springs back with a company that prospers.

Resources

• Design a Custom Corporate Identity