How to Transform a Corporate Identity

A corporate identity is the personality people associate with a company. It is presented by a visual brand, communication, and corporate behavior. Transforming an already established corporate identity takes time and concentrated effort, but it's well worth it.

Instructions

1. If the company has made a mistake, acknowledge it. Don't ignore what's turned people away from the company. Is it simply a matter of being outdated? Acknowledge it. "Yes, we've really been stuck in the past." People appreciate honesty and humility. People don't appreciate hypocrisy and cowardice, which is what they perceive when a company ignores obvious mistakes. So be honest. No one can argue with a confession.

2. Rework the mission statement. The mission statement is the guiding element for the corporate identity, so go over it. It should be concise, clear, and catchy. It should be no longer than a paragraph, no shorter than a good sentence. What is the organizational philosophy of the company? What is the corporation all about?

3. Update the visual brand. Don't change the company name or logo or slogan, just freshen it up. Lighten the color scheme. Streamline the logo. Bring in a young graphic design firm and ask for a make-over. Remember, work with what you already have. Don't try to be new, just be different.

4. Put a fresh face forward. In keeping with the visual brand overhaul, also present updated pictures of employees on your website. Clean up company equipment and vehicles. Do some landscaping at the main offices. Get new business cards. Fresh is the key word here. You want to tell people, "Hey, we've changed. We're still the same company, but we've grown and learned and we're different, better, relevant."

5. Communicate often. Keep a company blog that is updated often. Put out lots of press releases about the good things you are doing. Send out a newsletter. Contribute articles to local newspapers. Find every communication stream you can and use it to tell people about the (updated) mission of the company, the changes you're making, the people who are making the changes.

6. Change something significant about the company. This is going to be very different with each company, but in order to convince people that you truly have changed, you'll have to prove it with something that matters. Visual branding is good, but it is only surface. Find something in the corporate organization or past behavior that doesn't fit with the updated mission, and change it swiftly and without mercy. Then put out a press release.

7. Reach out. Give away free products. Give away free services. Offer to help with community events. Be there. Be where people are. Create new networks. People will not come to you unless you make it worthwhile and easy. Be accessible. Provide something of value to people. Help people.

8. Make someone responsible for managing corporate identity. Don't let things fall to the wayside. Put a person in place to keep an eye on all things identity and be sure the needed resources are there.

9. Be a partner or sponsor with a worthy cause. Give back and be part of the community. Find a non-profit organization, a charity, a fund drive, a food drive, a kid with cancer. Help. Help in a way that is significant. Provide something that people need.

10. Keep moving forward. Transforming an identity takes time. Keep pressing forward. People will be skeptical at first, but if you are consistent in your new mission and brand, they will begin to accept that you mean it.