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Why Image Is Everything
Company Programme:Corporate Image & Identity
© LCSB - YE
What is Corporate Identity?
A visual means of identifying a corporation, company or organisation
A strategic asset which helps to achieve the longer-term communication goals
Wally Olins’ definition
Founder of Wolff Olins Branding/CI specialists
“CI makes the corporate strategy visible through design”, projecting... who you are what you do how you do it
Do Apple do this best?
YE companies also do it well!
It’s more than a logo!
The logo is the “signature” not the letter It’s the “tip of the iceberg”
They should be distinctive, easily recognisable,memorable and reducible
Ideally symbolic too Name the top 10 logos according
to www.goodlogo.com
The Corporate Identity Mix
Logo Letterhead Uniforms, livery and signage Interior and exterior design of
buildings Literature, advertising, annual
reports Products and packaging Consistency is key throughout
Right down to staff t-shirts
All comms derive from CI
Every company has a Corporate
Image May be muddled, messy and
confused Ideally clear, strong, positive and
unique Depends upon management’s
ability this often under-valued resource
Poor CI can hamper any point of contact
Points of contact are many
All equal in the eyes of the consumer
4 key elements of the CI mix
1. Products/services
2. Social behaviour, ethics, community
affairs
3. Environments
4. Communications2 & 3 of growing importance
It’s in Apple’s mission statement
“Apple computer is
committed to protecting the
environment, health and
safety of our employees,
customers and the global
communities where we
operate…..”Sustainability is starting to lead image
Advantages of good CI
Can create competitive advantage Improve sales Support new product development Strengthen financial relations Harmonise employee relations Boost recruitment Manage crises
How will you be judged?
Building a winning Trade Stand
© LCSB - YE
What trade stands must show
1. Name of the company2. Name of school/college and link teacher3. Advisers names and their companies4. Which YE area you belong to5. Your product!6. Highlights of sales/finance performance
Show your Mission Statement!!
What might the judges ask?
What are your company’s beliefs/values? How did you come up with your business idea? How would you take your idea further? What were your biggest problems? How did you solve them? Who are your target audience? How have you worked as a team? What have been some unexpected costs?
3 key things your stand must say
1. Who you are
2. What you do
3. How you do it
Legs of London
FORCE 7
BEJEWELLEDPurple t-shirts!
The messy one with knitted octopuses
Black rabbit
Cockroach
Gloyster
Flat trade stand
Enviro-mental
Folded arms
John Paul
THANK YOU!