Corporate Image


Corporate image is the reputation of a company and is one thing that should be taken good care of. The acceleration of product life cycles is one vital dimension of the turbulent business environment. Companies that have strong corporate images, like Sony Corporation and Casio, have an advantage in dynamic markets because their name adds more value to their products by reducing uncertainty in the eyes of the distributors, retailers, and consumers.

Corporate identity: not easy to define

Academics and marketing consultants concur that corporate identity is not that easy to define. Instead of compiling a definition, academics from the Strathclyde, Erasmus and Harvard Business Schools and leading consultants developed the Strathclyde statement which articulates the multi-disciplinary nature of corporate identity:

“Every organisation has an identity. It articulates the corporate ethos, aims and values and presents a sense of individuality that can help to differentiate the organisation within its competitive environment.”

“When well managed, corporate identity can be a powerful means of integrating the many disciplines and activities essential to an organisation’s success. It can also provide the visual cohesion necessary to ensure that all corporate communications are coherent with each other and result in an image consistent with the organisation’s ethos and character.”

“By effectively managing its corporate identity an organisation can build understanding and commitment among its diverse stakeholders. This can be manifested in an ability to attract and retain customers and employees, achieve strategic alliances, gain the support of financial markets and generate a sense of direction and purpose. Corporate identity is a strategic issue.”

“Corporate identity differs from traditional brand marketing since it is concerned with all of an organisation’s stakeholders and the multi-faceted way in which an organisation communicates.”

Corporate identity: why it is important

In the highly competitive arena in which your company has to operate, factors such as the need for consistent visibility and communication, as well as innovative measures to counter escalating media costs are becoming more important. A clearly defined and positive corporate identity is of vital importance for success and growth. Such a corporate identity needs to let your company stand out among its competitors, leads to a positive attitude towards your business.

The danger lies in the assumption that we only communicate when we set out to. Your corporate image is much more than a common visual identity. It is a picture in the eyes of clients of who you are, what you offer, the quality of your product or service, and the experience they have with your company as a whole.

Let our team assist you in developing your own personal identity to your satisfaction and get you up and out there