How to Manage Corporate Identity
Once you establish a corporate identity, you will need to keep it strong by being both fresh and familiar. People get bored easily, but they also get scared easily. Managing corporate identity means finding the balance of newness and sameness that makes you as comfortable as an old pair of jeans and as exciting as a brand-new crush.
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Instructions
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Keep your blog updated regularly. You should have one. If you don't, start one. Blogs are the current choice for communicating. Find a ghost writer if you don't have time yourself, but be sure that you direct the content.
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Put faces on communication. Add pictures to the biographies of employees on your website and brochures. Let different employees guest blog on the corporate site; give them a topic, but let them put some of their own personality into it. Acknowledge specific employees for specific contributions via press releases and public relations.
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Get somebody in charge of corporate identity. If no one has the responsibility, it might be forgotten in the stress and demand of the daily business. If you can afford a full-time person, do it. If not, put someone in charge and be sure the resources needed are available.
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Sponsor something different. Break out of the corporate box a little bit. Sponsor a local 5K for a charity or a food drive for a church's help house. Go local first, regional next, national last.
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Offer unexpected freebies. Unexpected in two ways: 1) There's no reason for the freebie, you just give it away. 2) The freebie itself is something unexpected, like a soccer ball or pound of coffee. Nobody needs another pen.
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Be proactive. Don't wait until there's a slump or you realize nobody has visited the company website in a month. Update things continually. Look for ways to improve. Look for opportunities. Practice Golden Rule Marketing.
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Acknowledge mistakes. If you goof in some way that corporations do, don't ignore it. This is a coward's way out and this is what people will think of the company. Instead, step up, acknowledge that you made a mistake, explain how you're going to fix it, and move on.
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Keep the mission in mind. Never forget that mission statement you wrote. It's your torchlight. Keep waving it around. Keep it where everyone can see it. Shine it on every aspect of the company and be sure it is being upheld. The more true you are to your mission, the more memorable you will become.
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