Corporate identity

STRATEGY MARKETING COMMUNICATION - MALAYSIAN OUTLOOK

CORPORATE IDENTITYRASLINDA BINTI RAZALI

YEO SIEW HUI        TUNG YAU WAI        TONG TIONG VEE

Tutor : DAMANSARA

INTRODUCTION Organisation are set to have a personality, a

persona that reflects the inner spirit and heart of the organisation.

The management of Corporate Identity is vital if the image held of the organisation by all stakeholders is to be consistent and accurately represent the personality of the organisation. (Downlick 1993)

The concept of the Corporate Identity can be traced to the earliest firms that use specific mark or logo to differentiate themselves from their competitors and imprint their image in the minds of consumers.

Example: PETRONAS

DEFINITION Corporate Identity was the accepted terminology

in the 1980s and this gave way to Corporate Branding in the 1990s

What is Corporate Identity? Visual manifestation of the company reality as

conveyed through the organisation name, logo, motto, products, services, buildings, stationery, uniform and all other tangible pieces of evidences created by the organisation and communicated to a variety of consistencies (Paul A.Argenti, 2007)

Finger Lickin’ Good

Management of the identity process can communicate three key ideas to audience(Olins,1989)Who ?What ?How ?

Corporate Identity is manifested in four ways (Olins, 1990)The products and services the organisation offers

Channel of distributionCommunication with stakeholders?Behavior of the organisation

SHAPING IDENTITY A Vision that Inspires

A common thread that all employees and ideally all other consistencies can relate to.

Encompasses the company’s core values, philosophy, standards and goal.

Example: Air Asia- Now Everyone can fly

Names & Logos Help illustrate the conscious actions organisations

make to shape the identity and differentiate themselves in the marketplace.

The visual nature of logos allow them to communicate even more about a company than its name.

IDENTITY MANAGEMENTSTEP 1: CONDUCT AN IDENTITY AUDIT

STEP 2: SET IDENTITY OBJECTIVES

Access the current reality

Clear goals is essential to the identity process

STEP 3: DEVELOP DESIGNS AND NAMES

STEP 4: DEVELOP PROTOTYPE

STEP 5: LAUNCH & COMMUNICATE

To reflect what the consistency were already calling it that would give a distinct identity

Develop models using the new symbol or name

Formal introduction of the company new identity

STEP 6: IMPLEMENT THE PROGRAMME

A communication process involving interpersonal savvy and coordinated approach

CORPORATE COMMUNICATION

o Issued by a corporate / organization / body / institute to all its public.

o An organization needs convey the same message to all of its stakeholders in order to transmit coherence, credibility and ethic.

o Build its message, combining its vision, mission and values.

Strategically communicate to their audiences through public relations and advertising.

Simply a part of the process that translates corporate identity into corporate image

Employees are probably the most important medium of communication between the organisation and the public.

Required changes should attempt to adapt employee perceptions first and then their attitudes and behavior.

Address all matters of structure and internal communications and the conflicting needs of different stakeholders.

WHAT CORPORATE COMMUNICATION ENCODES AND PROMOTES?

Strong corporate cultureCoherent corporate identityReasonable corporate philosophyGenuine sense of corporate

citizenshipAn appropriate and professional

relationship with the press, including quick, responsible ways of communicating in a crisis

CORPORATE COMMUNICATIONS

Is all about Managing Perceptions and Ensuring:

Effective and timely dissemination of information

Positive corporate image

Smooth and affirmative relationship with all stakeholders

THE RESPONSIBILITIES OF CORPORATE COMMUNICATION

To project the profile of the "company behind the brand" (corporate branding)

To indicate who should perform which tasks in the field of communication;

To formulate and execute effective procedures in order to facilitate decision making about matters concerning communication

To mobilize internal and external support behind corporate objectives.

To co ordinate with international business firms

DIMENSIONS OF CORPORATE IMAGE

Exchange of attitudes and perceptions within stakeholders of the organization itself.

An organization’s consideration on who they are and what they would like to be , then project identity cues to stake-holders.

Strong positive identity can enhance the quality of products and services.

Develop more effective and efficient promotional programmes

Focusing on the organizations distinctiveness and then allow for the ripple wash over the variety of offerings.

ELEMENTS OF CORPORATE IDENTITY

CORPORATE PERSONALITY

Core value and belief turn into Corporate Philosophy

Articulate the only One Mission clearly

Characteristic(s)

CORPORATE IDENTITY

Differentiate an Organization

Must have for EVERY organization (Bernstein, 1984)

Manifesting 4 aspects: *Product/services*Location*Communication*Behavior

(Olin, 1989)

TYPES OF IDENTITY

3 types of identities-applicable in Corporate Branding as well

*Symbolism*Corporate Branding and Names*Behavior

I] SYMBOLISMVisual aspect- 4 aspects:-Corporate name-logo and symbol-Typefaces-Color

(Dowling, 1994)

II]CORPORATE BRANDING & NAMES

More than a name;a meaning

Color ; a sense of exclusivity for advertising, campaign

III] BEHAVIORInteraction

Tone of voice

Action and response

Brand responsibility

Project identity to external stakeholders

CORPORATE IMAGEPerception of multiple audience

Image is a perception of the organization by public (Bernstein,1984)

Multiple images

Halo effect

CORPORATE REPUTATIONDeeper image constitutionHistorical reflection Importance of reputation (Greyson,

1999) : Points of difference (P.O.D) in the

product or service Support facility during turbulence Corporate value is enhanced with

appropriate product value Affects company shares (Cooper, 1999)

CORPORATE REPUTATION4 Elements for building a favorable

reputation :

CredibilityTrustworthinessReliabilityResponsibility

(Fombrun, 1996)

STRATEGY AND CORPORATE IDENTITY/IMAGE BUILDING

Conduct drafting, implementing and evaluating

Measure the strength of perception of the organization’s offering

Measure the perception of the stakeholders have of the organization

STAKEHOLDERS OF FOUR RECRUITMENT COMPANIES (BARICH AND KOTLER,1993)

Favorable Attitude

Recruitment RecruitmentCompany B Company A

Low Awareness High Awareness

Recruitment RecruitmentCompany C Company D

Unfavorable Attitude

THREE MAIN ELEMENTS OF CORPORATE IDENTITY MANAGEMENT PROCESS

Corporate Personality Management Corporate Identity Management Corporate Image Management

Understand the linkages: Transpose

Self-analysis Personality Management

Between corporate identity and corporate image Present itself and how stakeholders perceived

Between image and corporate strategy formulation Identity Management

Feedbacks and adjust

CONCLUSION

Corporate identity is not a special

minor tool;It’s a central component to the strategic management process

THE ENDTHANK

YOU