{"id":189605,"date":"2022-07-18T11:35:23","date_gmt":"2022-07-18T11:35:23","guid":{"rendered":"https:\/\/art.jaccovandenhoek.com\/clone-of-entender-la-identidad-corporativa-un-viaje-entre-denominaciones\/"},"modified":"2023-08-17T13:41:46","modified_gmt":"2023-08-17T13:41:46","slug":"understanding-corporate-identity","status":"publish","type":"post","link":"https:\/\/jaccovandenhoek.com\/en\/understanding-corporate-identity\/","title":{"rendered":"Understanding Corporate Identity"},"content":{"rendered":"

\"Entender<\/span><\/p>\n

My intention is to clarify a little the terminology used in the Corporate Identity world because I think that a better understanding of this issue can make a difference in the effectiveness of your business as well as it will serve you personally to understand your business better. The viewpoint: “This is only for bigger businesses” is erroneous. Every business has it\u00b4s own identity, big or small. Every business acts in a certain way to employees, suppliers and clients. This all is part of the corporate identity, the companies spirit, the companies identity. My goal is to assist all companies that are in need or want to find their identity and want to visualize it in a unique and well-thought way… Understanding your company will make a better company.<\/p>\n

ExpressionsCorporate Design consists ONLY of the visual communication of an organization, from logo till facades and fleet of vehicles.\u2028\u2028The Corporate Identity doesn’t only include visual expressions, it also includes no-visual communications as social, cultural, political or business attitude. Like, for example, how do you comunicate towards your employees or your suppliers. Corporate Identity is the umbrella for corporate strategy and communication in every thinkable way.\u2028\u2028Corporate Strategy is the policy concerning the no-visual side of the organization. How do you communicate with your employees, suppliers and clients. They all have their peculiar needs. How do you innovate and develop your products, how do you construct your public relations, comunications, packaging and marketing.\u2028\u2028Corporate communication is using the adequate media to get your corporate strategy to your target as effective as possible.\u2028\u2028Corporate Identity, corporate strategy and corporate communication are interdependent. Every expression has it’s influence in the other…\u2028\u2028It’s important to know the differences and the similarities of each of these expressions. A nice, esthetic design isn’t enough… Behind all this, there must be a clear strategy and a well articulated corporate identity, if not, failure is likely to occur.<\/p>\n

Where do these expressions come from?<\/h3>\n

The corporate philosophy of architect Peter Behrens (1860-1940) and the foundation in 1948 of the movement Communit\u00e1 by Adriano Oliveti have formed the base of the idea that companies have to take care of not only the sales but also of the social responsibility concerning there employees, suppliers, clients and society as a whole. This philosophy took off after the Second World War. The expression: Corporate Identity still didn’t exist at those days! The called it: company style. Around the seventies ever more people were using the term Corporate Identity although the definition changed depending on which expert. Some quotes:<\/p>\n

For many companies, above all small ones, corporate identity is an unknown world filled with vague terminology.<\/p>\n