The value and importance of your company brand

The value and importance of your company brand

Just like you, your business has an identity – something by which the world knows that you are uniquely you. Organisations are all fighting for the attention of customers. Today, it is therefore more imperative than ever to build a strong identity for your organisation.

The question which all managers need to ask themselves is this: What is your logo and physical surroundings telling your customers about you?”

The time is long gone where you could choose a logo or idea simply because it looks good. Creating your corporate identity should encompass a well thought out holistic brand building plan – one to keep the face of your company in your customers mind and to show them who you are.

This may be easier said than done. Companies should start by taking a look at what they stand for. What would they like their customers to know about them?  They then need to incorporate their corporate ethos and business objectives into a well rounded corporate identity – from the decoration of their office space right through to the logo’s displayed on stationary and corporate clothing.  A golden thread should always bind all aspects of the organisation together.

The other (very important) stakeholder in your corporate identity – often overlooked by management, is your internal market – the people who work within your organisation.

Building an identity your workforce can buy into is equally important. They are after all the people who are often the first contact with your customers– they need to share your vision and complete the picture you are painting to your customers through your corporate identity. In short, they are your brand ambassadors. The more they identify with the organisation – the better their attitude will be towards the organisation and what it stands for – thus creating a valuable brand-building tool through your employees.  This will ensure that integrated communication (communication on internal as well as external levels of a holistic nature) is practiced.

Being unique

You don’t want to be a carbon copy of your competitors – you want to create your own picture – one, which can be admired by your customers and employees. Take a look at the following components:

  • What do you want others to know about you? :  What is your core business? Who are you?
  • Symbolise your attitudes and culture – portray what you stand for in your logo and surroundings
  • Positioning – differentiate your company from your competition – show your customers why you are different. What makes your company special?

Answer these questions and weave it together in a picture. This will give you a well-rounded base for your corporate communication strategies – a core to build your organisation on.  You must be able to answer the question of what is your USP (Unique Selling Proposition).

Corporate identity is one of your most valuable strategic assets and a great marketing tool.  Don’t think that good corporate identity is a result of success. It is a pre-requisite for it – and it is never too late to start building.

Steps to creating a corporate identity

(Source: Handbook of Public Relations, 6th edition – 2001. Skinner, Von Essen, Mersham)

  1. Gathering information
  2. Take a look at the company’s background, activities, long range plans, the audience, the image you would like to project as well as the competition
  3. Design and conceptual work
  4. Evaluate/design the following elements: company name, trademark, logo, typeface, type style and corporate colours
  5. Put together guidelines
  6. This guideline must specify exactly how the corporate identity is to be used as well as stress the importance of maintaining consistent design standards.


For more information on the creation of a corporate identity for your company, contact Z PR Communication and Public Relations Consultants on 051 5229574 or email