Corporate Identity

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Exploring Identity in Movies
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Identity Lost
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Identity Stolen
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Identity Sold
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Identity Concealed
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Identity Abused
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Identity Exploited
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Identity Discovered
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Developing
Corporate
Identity
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What is Corporate Identity?

• The persona of the corporation a set of values
  and principles held by the firm.
• The group of features, values and beliefs with
  which the company or organization identifies and
  differentiates it from the rest.
• The image, like an individuals personality, with
  which a company can be identified and which
  portrays its aims and objectives.

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What is Corporate Identity?

• The average and accepted behaviour, atmosphere,
  values, attitudes, dress, business practices, and
  philosophy in a given organisation.
• It goes beyond the visual effects, and penetrates
  deep into the heart of who you are.

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Building Corporate Identity

• 1. Capture the personality of the corporation
• 2. Make sure it appears spontaneous
• 3. Work until it is unique
• 4. Align all products and services to it
• 5. Communicate it in everything you do
• 6. Try to describe it in as few words as
  possible
• Hewlett Packard - invent
• 3M - innovation
• Jaguar - gorgeous

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Evaluating Corporate Identity

• Answer these questions
• What type of organisation is it?
• Are there other groups offering the same
  services?
• Do staff understand what it does and where its
  going?
• What does the companys stationary look like?
• How do staff members dress?
• How do people answer the phone?
• How often is the website updated?

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Corporate Identity Impact

• When you have corporate identity right it will
  touch on everybody in the company, from the
  person who answers the phone to the CEO. While
  the logo and the company look is important, the
  way employees communicate with customers, how you
  project your values day to day, how you manage
  your team - that is what builds corporate
  identity.