02:44
Faizan
A well managed Corporate identity programme is not just about the design of a logo or symbol. Before you can begin to visually express the Corporate identity you will need to build the right Foundations. For me at the heart of these Foundations are:
• Core values,
• Customer value proposition,
• Substantiators (for the customer value proposition),
• Personality,
• Essence,
• Corporate identity architecture.
Getting this right will help articulate your organisation's ethos, aims, values and will differentiate your organisation from your competitors. But it's Values that are the key driver for the visual expression of the corporate identity.
Why? Values are specific and unambiguous. They are:
• fundamental and the DNA of an organisation,
• with the organisation for the long term,
• the guiding principles that cause people, who represent the organisation, to think and behave in certain ways,
• not the same as vision or mission as they enable vision, mission and goals to be achieved.
If Values are the DNA then they should absolutely drive the visual expression in part or as a whole. Lets look at some examples of values of three organisations.
• Focus on the user and all else will follow. The interface is clear and simple. Pages load instantly. Placement in search results is never sold to anyone. Advertising on the site must offer relevant content and not be a distraction. It's best to do one thing really, really well. Fast is better than slow. Democracy on the web works. You don't need to be at your desk to need an answer. You can make money without doing evil. There's always more information out there. The need for information crosses all borders. You can be serious without a suit. Great just isn't good enough. - Google
• Core values,
• Customer value proposition,
• Substantiators (for the customer value proposition),
• Personality,
• Essence,
• Corporate identity architecture.
Getting this right will help articulate your organisation's ethos, aims, values and will differentiate your organisation from your competitors. But it's Values that are the key driver for the visual expression of the corporate identity.
Why? Values are specific and unambiguous. They are:
• fundamental and the DNA of an organisation,
• with the organisation for the long term,
• the guiding principles that cause people, who represent the organisation, to think and behave in certain ways,
• not the same as vision or mission as they enable vision, mission and goals to be achieved.
If Values are the DNA then they should absolutely drive the visual expression in part or as a whole. Lets look at some examples of values of three organisations.
• Focus on the user and all else will follow. The interface is clear and simple. Pages load instantly. Placement in search results is never sold to anyone. Advertising on the site must offer relevant content and not be a distraction. It's best to do one thing really, really well. Fast is better than slow. Democracy on the web works. You don't need to be at your desk to need an answer. You can make money without doing evil. There's always more information out there. The need for information crosses all borders. You can be serious without a suit. Great just isn't good enough. - Google
Posted in: business
