Ok, you’ve taken care of branding, so you’d think you’ve completed your Corporate Identity.  Not quite. 

What’s left to do? Well, let’s see…your corporate identity is comprised of the following elements:

Corporate Design: refers to the creative, visual representation of your brand. 

Corporate Behavior: delineates what you/your organization believes in.

Corporate Communication:  Refers to how you present your company/product/service to the media.

So let’s talk about your corporate behavior!  This concept is usually also referred to as organizational culture or corporate philosophy and I like to call it Your Corporate Personality.  Your corporate personality components play a distinctive role in how your brand is perceived by customers.  This is my favorite part of branding because it is where you really put into words why you do what you do and how you do it and allows you to really connect with your audience at an emotional level in order to persuade them on why they should choose you from the rest.  It gives you a chance to answer their question:  why should I do business with you?

So before you think about distributing that “oh-so-popular” tri-fold brochure to show off your creative and effective brand, there are some concepts that need to be defined:

Your Mission Statement–or what some call the “elevator pitch” (implying that you should be able to narrate it while going from one floor to the next in an elevator).  This should be a short and concise, but very specific statement that specifies your business purpose, goals and priorities, clearly describing who you want to sell to, what you want to sell and why you do it (as in why should they care and what’s in it for them!

“ By combining her passion for sports, her sharp negotiating skills in real estate and her positive attitude,  Mindy Sylvester makes it possible for professional athletes and their families to enjoy a  confidential and informed relocation to the finest communities in Naples FL”

Your Vision – This should be a short, succinct and inspiring statement summarizing your aspired achievements in the marketplace, sort of a corporate affirmation.  Forget about the boring “become the first choice (or even worse… leader!) in the [industry] market”.  Make it sound like your ultimate goal is to EXCEL at satisfying your client needs and wants (and mean it!).

Your Values – How do you run your business?  What moves you/your team? What causes do you support?  How do you describe your lifestyle?  You’ll be surprised how itemizing these principles will instill the necessary trust to attract wonderful prospects. Deliver on the promise and turn them into a client for life!

Don’t forget that all elements of your corporate identity should be consistent with the core marketing message you want to communicate.

With your marketing consultant’s assistance, you can compose compelling text that emotionally engages your target while communicating a consistent core marketing message that infuses credibility and loyalty to your brand.

 Hope you enjoyed my post. Have a powerful day!

This article is intended to educate and it constitutes the sole intellectual property of Elayna Fernandez and Designed 2 Impress. Any full or partial reproduction or duplication without the author's express written consent is strictly prohibited and will be considered copyright infringement.

About the Author:

Elayna Fernandez is a marketing consultant in the Naples FL, Estero FL, Bonita Springs FL and Marco Island, FL area. Her company, Designed 2 Impress, is dedicated to assisting individuals and small businesses in Naples FL, Estero FL, Bonita Springs FL and Marco Island, FL in creating successful and consistent brand and achieve their marketing goals.

For more information, please contact Elayna Fernandez or call 239-465-7868.

Thank you for taking the time to read my post!