Company Identity Goes Far Deeper than a Logo

by Marcia Yudkin

Graphic designers frequently play a prominent role in
launching or repositioning a company. When they create a
look (or new look) for a company's stationery, brochure,
ads and web site, this often goes by the name of an
"identity package." Don't let this convenient term mislead
you into believing that a company's identity consists of
merely the logo and look. No, every company has an identity
or image in the minds of its customers comprised of at
least nine other factors besides the graphic look.

How your market perceives your company should be
deliberate, calculated and coherent rather than accidental
and confused. Think about how you'd like your company to be
perceived along these dimensions. Then investigate whether
or not actual perceptions match your intent - and adjust
your marketing to reinforce the qualities you want your
customers to associate with you.

Components of Company Identity

1. Values. Do you stand for stability, like Prudential
insurance? Innovation, like 3M? Educational curiosity, like
the Discovery Channel? Social consciousness, like Ben &
Jerry's Ice Cream? Child-friendliness, like McDonald's?
Rugged individualism, like Marlboro cigarettes? Personal
freedom, like Harley-Davidson motorcycles? Serendipity and
tradition, like the local hardware store whose owner knows
where everything is and has parts and tools dating back to
the previous century?

2. Personality. If the company were a vegetable, which one
would it be? If it were a cartoon character, would it be
Bugs Bunny, Wonder Woman, Road Runner or Dick Tracy? If it
were someone in a high school yearbook, would it be Most
Likely to Succeed, the Homecoming Queen, the Nerd or the
Class Clown? From the company's personality can flow ad
campaigns, kinds of special events to sponsor, company
colors and typefaces, corporate gift selection, even the
talent chosen to record company voice mail messages.

3. Behavior. Your company's image includes not only how you
promote yourselves but also how you act toward customers
and the public. Things like how you answer the phone, how
you greet shoppers, how cheerfully you correct mistakes or
accept returns, how aggressively you negotiate contracts
all become bound up in one composite image.

4. Price. How much you cost in comparison to competitors
often becomes part of your image. If you're tempted to keep
price out of the equation until someone expresses a desire
to buy, think twice. When you're candid about pricing, you
cut down on the number of "tire-kickers" you need to deal
with. Above all, make sure your pricing fits with the other
components of your image.

5. Range. Customers should understand the spectrum of
products and services that you sell. If you handle only,
say, commercial cleaning accounts and not residential, or
only, say, bookings of locally based and not nationally
prominent speakers, make sure your specialty becomes part
of your company image. If it's not part of your company
name or company slogan, include your focus in your ads,
brochures, sales letters and other promotional pieces.

6. Geographical roots. Where did your company come from? If
you're a locally owned family business competing with
multinational giants, make sure people know that. If you're
selling nationally but rooted in a picturesque corner of
the country, make hay out of that. The state of Vermont
determined that companies linked to it were able to charge
more for their products than companies headquartered
elsewhere, and it took steps to make sure outsiders don't
try to horn in on its brand equity.

7. Longevity. Moody and Regan, a printing company in
Waltham, Massachusetts, wisely and impressively uses as its
tag line, "Established 1898." Whenever you've been around
much longer than competitors, you can profitably
incorporate that into your image.

8. Slogan. Which brand "tastes good like a cigarette
should"? Which car is "the ultimate driving machine"? What
product are you not supposed to "leave home without it"?
Even local or specialized companies can achieve this kind
of awareness with their clientele.

9. Benefits. What do buyers get when they purchase from
you? Most companies provide intangible, emotional benefits
(Volvo cars: safety; Hallmark cards: friendship; Victoria's
Secret: sensuality) as well as tangible, practical ones
(Burger King: inexpensive, satisfying meal; Boston Pops: a
fun night out; Kodak: photos with true-to-life colors).

When both you and those who buy from you know clearly what
these benefits are, and when those benefits match the other
dimensions listed above, you undoubtedly have a
comprehensive, effective company image. Congratulations!

Marcia Yudkin is the author of 6 Steps to Free Publicity
and ten other books hailed for outstanding creativity.
Find out more about her new discount naming company, Named
At Last, which brainstorms new company names, new product
names, tag lines and more for cost-conscious organizations,
at www.NamedAtLast.com .