Early corporate Image

[rrjnsy89]

Hey, I right now run a small business but I’d like to take it a step further, and I realize the first thing I need is a “corporate image” (it’s really not that big to name it corporate). How do I get started? Know any good references?

[mike@engagemarketing]

Good afternoon,
There are a few forum-members lurking around who work for or own companies that deal with branding (mine included). I'm sure they'll make themselves known shortly.

I would suggest that the process be to sit down and answer the following questions:
- What are trying to achieve (i.e. what is the image of your company when it is at the place where you want it to eventually be)
- what you want your image to reflect
- what corner of the market are going for
- what is your unique selling proposition

If you contact a good marketing or branding agency with those answers they will combine that with their own market research of your industry and develop a strategy and brand (not just a visual brand) that will help you achieve those goals and put you in the position you want to be in.

May i ask what your business is?

Cheers,
Michael

[John B&WM]

I am often asked this question, and usually have a similar reply. First and foremost your ‘image’ (corporate of otherwise) is not what you think it is or necessarily should be, but what your customers, competitors and suppliers perceive it to be. This being the case consider what response you aim to evoke from outsiders (your market place), then develop your image to evoke that reaction.

Secondly, your corporate image is almost without exception inseparable from your enterprise’s name and main brand, therefore brand strategy is also very much part of any corporate image.

Thirdly, avoid at all costs anything that would by necessity have to appear on the front of a ‘self addressed’ envelope. Your name, initials or suburb (i.e. BG Welding , Chatswood Mowers or Harry’s Plumbing Supplies), are all no-no’s unless there is a vary good reason. Your corporate image is most often manifested in you branding and if a brand is to have residual value it must be transferable (for money) and relocatable.

Bare in mind that most people are generally not very good at remembering complex names, you can overcome this by adopting something in common language. My company name “Bells and Whistles Marketing” is an example of how an often used phrase can help to evoke a memorable corporate image. A tag line, used in conjunction with a company name is another popular and effective way to reinforce a corporate image.

I always stress that people not imitate another well know name or brand in the belief that they will somehow benefit from some cross image recognition (check out how many companies had adopted the suffix - “...’R us”). In my view this is an obvious indication of an enterprise’s feeblemindedness!

Finally, after all this you must research www domain name availability and the ASIC site to ensure that whatever you intend to use is not already the property of another, or you could be creating (and paying for) a corporate image for somebody else!

John Eustace
Communications Stratagist
Bells and Whistles Marketing Pty Ltd
...making people rich and famous!

[mike@engagemarketing]

Originally Posted by John B&WM

I always stress that people not imitate another well know name or brand in the belief that they will somehow benefit from some cross image recognition (check out how many companies had adopted the suffix - “...’R us”).

Or put the letter i in-front of their product. Think of how many products named like this since the introduction of the iPod, yet all we remember is the iMac, iPod or iPhone!

[John B&WM]

Apple Mac is an excellent example of branding continuity, as is the other ubiquitous ‘Mac’ as in McFeast, McHappy Meal & McCafe.

Branding is very often a building block in establishing a corporate identity, whilst corporate identity is almost invariably a contributing factor to building a brand!

John Eustace
Bells and WHistles Marketing
making people rich and famous

[Astrid]

Aren't "iSomething" or "...'R us" trademarked?

Just a curious question
Astrid

[vangoff]

I agree with much of the advice given here regards brand development and corporate identity.

Even a very small business can give the impression of being a much larger company with the consistent use of a visual style.

The biggest mistake I see is...

'Fiddling' with the brand logo and changing corporate colours without good reason. Once your visual style (logo, uniform, corporate colours etc) has been established, then it’s best to leave them alone for a number of years.

The power of a corporate identity lies in consistent use. Yes, inevitably you will get bored with the purple and lime green colour scheme you chose when you first started your business, but this is not a good reason to change.

Your customers may only come into contact with your brand once a year. It's reassuring to them if your company presentation is the same each time they return (or look you up on the net, notice your advertising or see your vehicle drive by... or whatever).

Although not new book, I found The 22 mmutable Laws of Branding by Al Ries and Laura Ries a very useful and entertaining read.

Remember. Having a recognizable corporate identity is not hard to do, keep it simple and keep it consistent.

[petercrocker]

Hi rrjnsy89,
The important branding/corporate image developement is always a tricky topic for soloists starting out. One problem is that it can be daunting with a blank page and another that the budget and vision don't always see eye to eye

If you've got a spare few hours over the weekend, some of our resident specialists have written a dozen or so articles on micro business branding over in the Flying Solo article archives:

http://www.flyingsolo.com.au/p254932...sitioning.html

Hope that helps a little and, yes, there are plenty of professionals active on the forum that can help.

All the best
Peter