All of you have a corporate identity. Some of you have certainly given a lot of thought to what it might look like in advance. Others of you may have determined only basic aspects and just let it flow. In this case, the identity was formed automatically over time. If you put enough thought into your “personality” from the beginning, you’ll end up saving an extreme amount of time, money, and nerves. Because a complete rebranding afterwards is extremely time-consuming and expensive.
But what exactly is a corporate identity?
Corporate identity (often also CI) is a part of strategic corporate management and is frequently assigned to marketing or corporate communications. It is used to position oneself on the market with one’s offer. With “itself” are primarily meant companies, but for example also content creators (Influencers, YouTubers and co.).
In most cases, offers like one’s own are a dime a dozen. As a rule, you are not the only provider, but must contend with a lot of competition. Customers are confronted with information non-stop. When making a purchase or usage decision, they rely on their instinct, the so-called selective perception.
10 steps how you define your Corporate Identity
And to help this instinct along a bit – after all, we want the customers to decide in favor of us – it makes sense to develop an identity of our own. It refers to how a company presents itself to the public. The goal is to create a uniform external appearance that is so special that everyone recognizes it immediately. All identity features such as the external appearance (logo, colors, style), the way of communication and behavior, and the sound must be perfectly coordinated. For this to work, some important steps should be followed:
- Think about how you are perceived from the inside and how you would like to be perceived from the outside.
- Ask the outside world, for example customers, acquaintances, friends: how do they perceive you?
- Think about what you should do to be perceived from the inside and from the outside the way you want to be perceived.
- Determine your values and personality traits (the same applies to certain brands/products).
- Define your mission and vision statement: it helps to think about what the original drive was for what you do
- Think about a slogan
- How do you want to communicate (e.g. casual or formal) and through which channels (e.g. online or offline)?
- Think about which colors match your values and what you do (colors have certain meanings).
- Think about which logo reflects your offer and values. This should be in the colors or match the colors you decided on in step nine.
- If your company had a sound, what would it sound like? Get your individual sound created.
What do you need your own sound for?
Corporate identity refers to how your company presents itself to the public. Much of that presentation happens through marketing channels, which have changed significantly in the last 10 years. Moving images, such as good old television commercials, but also YouTube videos, Instagram Reels or stories, as well as TikToks, are campaign vehicles that are indispensable for the B2C sector. Likewise, for B2B companies, from SaaS solution providers, to agencies, videos are really enriching marketing tools. Explainer videos, for example, can contribute a lot to brand understanding, and image videos can make the company appear much more likeable. The importance of your sound should be self-evident. Because it contributes significantly to your recognition.
Podcasts have meanwhile arrived at the rising branch of the top 10 marketing channels. Many companies still underestimate them, but they offer so much potential. Podcasts are beside the classical radio an example of purely auditive advertising possibilities, which have the advantage that they can be consumed besides. They are becoming increasingly popular. However, without your sound, such as a jingle, an intro, or an outro, neither podcasts nor radio advertising will work.
The sound that reflects your identity.
For you to be recognized through auditory and audiovisual marketing channels, it is important to invest in your own sound. As described in the steps above, you should define your values and your design. Based on that, you can then create a unique sound that is customized to your needs. Because even if there are platforms where you can get free sounds, they are not unique and high quality enough to make you stand out from your competitors.
Jinglabel, as a professional partner, can support you in this. We take a close look at your identity, discuss with you what is important to you and create a sound that is perfect for you and so unique that people will recognize you just by hearing it.
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