Why Corporate Identity Matters in Brand Recall


Whether you’re a start-up or an already established company, your corporate identity will ultimately define how your target market perceives you, and will communicate what it is you do and stand for. It is also the visual cue that, if done right, elicits the kind of emotional response necessary for brand recall and recognition among your customers. 

This is why building your corporate identity—and sustaining it throughout your advertising, marketing and communication efforts—is a design process that should be given careful consideration. When you’re drawing up a blueprint for your corporate identity, you also have to bear in mind that we now operate in highly digitized spaces. The design elements that will go into your branding should therefore be applicable not only in traditional media but also online, which spans official websites, social networking sites and internet marketing initiatives.

Take your logo, for example. It is the primary component of your corporate identity, and therefore should be designed in such a way that immediately communicates who you are as a company (this, of course, presumes that you already have a clear vision, mission and values for your business. If not, then you may need to backtrack a little and refine those first). One good way is to conceptualize a symbol for your products and services—or better yet, for an experience that your company promises to deliver—and use that as the design anchor for your logo. It doesn’t have to be complex; in fact, having too many elements in your logo can be distracting and may make it harder for your customers to remember.

A color scheme is another integral component. Different colors can be perceived in different ways, and can evoke very distinct emotions upon sight. Again, knowing what exactly you want to communicate about your company is key to choosing your official colors. Having a customer profile is also essential because it enables you to make educated predictions about how they will respond to your representative colors—and everything else they connect with your brand. A customer profile is especially helpful to web design, as designers also need to make sure your website is user-friendly as it is aesthetically pleasing. How easy (or hard) to navigate through your website is now a measure for customer experience, and consequently, brand recall.

To maintain uniformity, it’s common for companies to publish what’s called a Brand Book, an internal document that contains your design rationale, official color schemes and font styles, guidelines on how to apply your logo (and variations thereof, if any), and even samples of documents, such as letterheads, envelopes and business card. Some more comprehensive brand books also include Do’s and Don’ts on making layouts, which now includes ads for internet marketing purposes. Having these standards to follow ensures that whatever you put out there—may it be in print or online—is aligned with your values and can turn first impressions of your business into lasting ones.