Still on the benefits of a
strong corporate identity.
Unity
Corporations exist to meet
particular needs. A set of vision,
mission statements, colour, logo among other key components that comprise of
the corporate identity package; enable a corporation to live up to the their
promise.
When corporations begin, they
make a promise. Immediately or with time, they then fulfill this promise. Corporate identity brings that unity between what customers see and what they
actually get. A strong corporate identity, makes this a reality.
Confidence
in the financial dimension
Money is what fuels
corporations. Other corporations, money
is the sole reason they are in business.
Money comes in different ways.
From angel investors, savings, loans from banks among others. Throughout time
it has been noted that people are ready to put their money in the known.
Calculated risk, so to speak.
A strong corporate identity,
gives the corporation confidence. An indication that they have nothing to hide.
It is believed that a corporation that is loud in regard to making itself
known-logos everywhere, colours, slogans-is trustworthy. This goes an extra
mile to win confidence from all stakeholders willing and ready to do business.
For a moment imagine, a
corporation launching its Initial Public Offer (IPO) with a weak corporate
identity? The IPO will be nothing short of a disaster. Why? Failure to win the
confidence of the stakeholders. Nobody will buy the shares.
I recall when Safaricom
launched its IPO, it was the Kenyan bubble. Many saw richness beckoning. People
took out loans and invested in shares. Regardless of how the whole shebang
turned out; it’s the frenzy that I would like you to take note off. After years
of using Safaricom services-communicating-which at the time was much cheaper
than Celtel; Safaricom had won the hearts of the masses. So when they said, ‘Guys,
look. We are making money and we would like to make some for you.’ People dug
in, with the biggest spoons. That is a great case of a strong corporate identity
at play. Confidence.
This is perhaps why Safaricom
continues to be the biggest telecommunication service provider in Kenya.
Expressing
values
At the outset, before a
Graphics Designer is asked to craft a work of art in the name of a logo, a
brief is usually provided. This is a document that highlights what the end
product-logo-should be like. How it should feel. Spell out. Represent. Some go
the extra mile of suggesting iconic representations. If you haven’t been in the
habit of supplying a brief please do. It helps capture the feel of the
corporation.
Once crafted, the corporate identity
communicates the values of the corporation. Say, Kempinski (the famous
valentine special hotel-with a suite that was going for Kshs. 2.4 million a
night, remember?) their logo and any other corporate identity material should
depict a high-end hotel. An exclusive ultra-modern hotel. I bet, if you see
this great structure in Westlands you will agree that it’s worth the Kshs. 2.4 million
or not.
If a corporation espouses a
culture of innovativeness, efficiency, speed…all these will be made manifest
through the corporate identity. Way before prospective clients begin to
actively interact with the corporation.
Staff
motivation
This is a biggie. A motivated
employee is a productive employee. As much as money is pertinent in the day-to-day
running of corporations, human resources occupies the first tier. It is human
resources who through teamwork, make it possible to meet the corporation’s
bottom line.
A strong corporate identity;
works on its own to create self-esteem for the employees of the company. Before
management weighs in with their staff motivation programs-the work is already
half done.
I remember as a young high
school lad, we were out on a field trip. Our place of destination was Mumias
Sugar Company. Yes, the one being strangled by the greedy. The feeling I got
from the tour, gave me a yearning that in my heart, I told myself I would love
to work there someday.
If I had that strong desire to
work for that company, how did those already doing feel?
After coming in and conquering
the market, Safaricom is a force to be reckoned with. Ask any youth if they
would like to work for Safaricom-Kenya’s blue-chip-Company and they will
answer, when do I start. This desire, like a chain reaction sends pulses from
the outside to the employees who attach value to their work hence staying
motivated.
Support
for communications
Communication is imperative.
Thus the essence of corporate communications. Marketing, advertisement,
meetings, public relations among other communication platforms-a corporations
bid to pass a message to its audience is an act of communication.
Whenever a message is
dispatched, a logo and colours are embedded in them to not only indicate source
of message but also bring with it the feeling attached to the corporation by
the public.
This is why in most marketing
and or advertising materials emphasis will not only be laid on the message
(key) but also the proper use of the corporate identity components.
This adds strength and credibility
to the message.
In conclusion, corporate
identity should be the first thing an owner should think about, but of course it
is preceded by the idea and finances. Once you are ready to roll your sleeves
and give the market a taste of what you got, plan your corporate identity well
and in advance. Let it simmer. Hire the services of a great corporate
communications consultant to help you do it while you focus on taking the
business off the ground. I assure you that the effort will pay off when IPO’s
come beckoning. Or when a catastrophe hits and you need to convince people you
are sorry. Only and only a strong corporate identity will bring you out and
better.
Let us get working on that
corporate identity, shall we.
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