STYLE QUARTERLY MAGAZINE

raphic designers fre-

quently play a prom-

inent role in launch-

ing or repositioning a

company. When they create a look

(or new look) for a company’s sta-

tionery, 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 identi-

ty 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 rein-

force the qualities you want your customers to associate with you.

COMPONENTS OF COMPANY IDENTITY

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 in-

dividualism, like Marlboro cigarettes? Personal freedom, like Harley-Davidson

motorcycles? Serendipity and tradition, like the local hardware store whose own-

er knows where everything is and has parts and tools dating back to the previous

century?

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 Like-

ly 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.

Behavior.

Your company’s image includes not only how you promote your-

selves 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.

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.

Range.

Customers should understand the spectrum of products and services

that you sell. If you handle only, say, commercial cleaning accounts and not res-

idential, 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.

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 head-

quartered elsewhere, and it took steps to make sure outsiders don’t try to hone in

on its brand equity.

Longevity.

Our company, Don Martin Studios, a brand development company

located in Southern California, selectively uses as its tag line,

“Good Design Since

1980”.

Whenever you’ve been around much longer than competitors, you can

profitably incorporate that into your image.

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 aware-

ness with their clientele.

Benefits.

What do buyers get when they purchase from you? Most compa-

nies 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 un-

doubtedly have a comprehensive, effective company image.

Congratulations!

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CORPORATE IDENTITY

Identify Yourself

Going Much Deeper Than A Logo

REAL INSIGHT FOR REAL ENTREPRENEURS