The corporate identity of a company does not simply correspond to a compelling tagline, a well-designed logo or a striking brand name.Great branding does not just end at these three branding stakes.The corporate or brand identity of a business defines how customers relate with and think about the brand. It is the overall image of a company that is imprinted in the minds of customers, employees and investors. The main aim of establishing a corporate identity is to serve as a means of branding the business for the public. It establishes the individuality of the company’s corporate culture, philosophy and core values.A number of reputed branding agencies have recently come to fore and have been successful largely because of their innovative, technological and social media approach to branding. Accuprosys is one such company worth noting.

1. Corporate Identity – An
Essential Aspect of
Branding
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2. The corporate identity of a company does not simply
correspond to a compelling tagline, a well-designed
logo or a striking brand name. Great branding does
not just end at these three branding stakes.
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• The corporate or brand identity of a
business defines how customers relate
with and think about the brand. It is the
overall image of a company that is
imprinted in the minds of customers,
employees and investors.

3. The main aim of establishing a corporate
identity is to serve as a means of branding
the business for the public. It establishes the
individuality of the company’s corporate
culture, philosophy and core values.
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4. As part of their creative advertising
efforts, businesses need to
understand corporate identity and
identify how important it is for their
branding efforts. Here are some of
the groundbreaking facts on corporate
identity that most startups do not often
acknowledge:
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5. Accuprosys.com 5
The general ‘not-so-correct’
perception of corporate
identity is that it is a
collection of visual
elements that are used
throughout brochures,
pamphlets, websites and
anything and everything
else that is used to
promote a business.
Corporate Identity Is
Essential to the
Company’s Core
Existence
This is not a hyped up
statement but rather the truth.

6. Corporate identity is believed to be more of a
visual identity rather than a strategic
branding resource. However, there’s
more to it than just visual identity.
The corporate or brand identity of an
organization determines its position in
terms of its competitors and markets.
It reflects the history, philosophy, beliefs,
cultural values, and technology of the
organization and its workforce.
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7. It has to be Consistent Throughout
A good corporate identity can only be
established when there is consistency
in design throughout the
organization’s lifetime.
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8. Simply put, one DNA should
run throughout all elements
and marketing collaterals
that form the creative
advertising mix of a
company. Corporate
identity is indefinable. To
articulate its multidisciplinary
nature, academics from the
Strathclyde, Harvard and
Erasmus business schools
came up with the
‘Strathclyde statement’ to
describe corporate identity,
which states that –
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“Every organization
has an identity. It
articulates the
corporate ethos, aims
and values and
presents a sense of
individuality that can
help to differentiate
the organization within
its competitive
environment.”

9. The ethos, aims and values of an
organization do not change with time.
The same applies to its corporate
identity. However, while it’s vital to
ensure consistency over time, it does
not necessarily mean that the
corporate identity of a company
shouldn’t evolve.
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10. Most major brands constantly tweak their
brand logos and designs to stay with the
times and to reflect their technological
advancements. However, their overall look
and feel stays consistent over the years.
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11. Corporate Identity Helps
Differentiate One Brand From
Another
All businesses are there to
make money. What makes your
business any different?
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By generating a strong
visual image for your
business, you can
ensure that quality and
excellence percolate
through everything your
business does. It sets
you apart from
competitors in the
marketplace as a player
to boot, not to mention
the great recall value
your brand will enjoy.

12. It Also Helps Win
Investors
Not many would know
this but it’s true.
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A great corporate
identity put forth by a
strategically devised
creative advertising
campaign clearly
defines the objectives
and ethos of an
organization. It helps
draw venture capitalists,
investors and funders,
increasing the chances
of taking your business
to new heights.

13. A great corporate identity put forth by
a strategically devised creative
advertising campaign clearly defines
the objectives and ethos of an
organization. It helps draw venture
capitalists, investors and funders,
increasing the chances of taking your
business to new heights.
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14. Corporate identity consists of
three parts, corporate
communication, design and
behavior. The corporate visual
identity of a company
determines how its core values
and ambitions are presented to
investors, stakeholders and
customers.
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There are four functions
of corporate identity,
especially corporate
visual identity. Firstly, it
should offer recognition
and visibility for the
organization so others
can remember it
through visual identity.
Secondly, it symbolizes
the organization in
terms of reputation and
image, lending support
to corporate reputation.

15. Thirdly, it also shows the structure of
the organization to the external
stakeholders, explaining the
relationships between different units
of the organization. Fourthly, it helps
employees identify with the
organization as well.
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16. The management of corporate visual identity
involves the planned development,
assessment and maintenance of a good
corporate identity as well as its related
support and tools. This is to be done while
anticipating any developments within or
outside the organization itself.
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17. Before approaching
branding companies
and creative
advertising agencies
for developing your
corporate identity,
make sure you have
clearly defined your
organization’s ethos,
values and objectives
for yourself and your
employees (and don’t
forget to communicate
the same to the
branding agency). 17
Only then will it be
possible to stitch these
into a competent and
compellingly designed
corporate identity.

18. Organizations, through their individual
corporate identities should place
themselves as important contenders
in the marketplace. Even when their
business is novel, it isn’t enough. A
strong visual image is necessary for
them to establish their identity.
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19. It also differentiates their brand name
from others, helping them establish
their own personal niche in the
marketplace. It also adds to their
recall value because a consistent,
strong and repeating corporate
identity catches attention and
establishes a sense of recognition
among everyone viewing it.
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20. Organizations can connect with their
customers and existing customers
psychologically and emotionally.
Moreover, it adds to the brand recall
value of the company in the minds of
customers.
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21. They will be able to bring to mind the brand name
and identity while making a purchase. It will also
help them identify your product from a group of
products by just looking at the color or font.

22. A NUMBER OF REPUTED BRANDING AGENCIES
HAVE RECENTLY COME TO FORE AND HAVE BEEN
SUCCESSFUL LARGELY BECAUSE OF THEIR
INNOVATIVE, TECHNOLOGICAL AND SOCIAL MEDIA
APPROACH TO BRANDING. ACCUPROSYS IS ONE
SUCH COMPANY WORTH NOTING.