Corporate identity: elements
Corporate identity, i.e. the identity of a company, consists of the following 3 elements:
- design: images, symbols, shapes,... in other words the visual aspect. This is what the different target groups see.
- communication: communication to different target groups such as investor relations, public, relations, employer branding, corporate communication,... This regards what you say, what the different target groups hear and read, the message.
- gedrag: how do you as a company or organisation behave towards stakeholders, how do employees answer the phone, what is the company dress code, what about language use,... This is about what you do.
Corporate identity: model
These are the three defining elements to compose a corporate identity. The way design, communication and behaviour are used, is determined by the management's or board's vision. The existing corporate culture is also an aspect to take into account.