Why Some Chief Executives Are Missing Out By Not Embracing The Subject Of Corporate Identity

Copyright (c) 2012 altura brand identity

Following a review of the corporate identity and brand portfolio of approximately 100 UK companies, publicly quoted and private, it is clear that a number of those companies are losing out in adding value to their company by not leveraging the corporate brand. Because of this finding I decided to put together some interesting views on the subject.

Some key reasons for not undertaking a corporate identity programme - expressed by a number of Chief Executives
• the timing is not right
• it costs too much
• we have a decentralised policy and let subsidiary companies get on with it
• some of the subsidiary companies have the same mangement now as when we acquired them
• disinterest and scepticism about the benefits of undertaking a corporate identity
• it's not for us

Two contrasting experiences of attitude to corporate identity

The negative side of the corporate identity coin
A divisional Chief Executive, of a mid cap plc I worked with on a divisional brand identity was so anxious to raise the profile of the corporate brand throughout the Group but was always persuaded otherwise by the Group Chief Executive. The reason was total disinterest in the subject of corporate identity and could not see how it would add value to the business. Yet the Group Chief Executive is responsible for delivering shareholder value for the company - he or she is the driver and should at least listen how a corporate identity programme could benefit.

The positive side of the corporate identity coin
When a Chief Executive of another plc he saw the benefit that raising the corporate brand profile would bring to his company he embarked on corporate identity programme where the main board directors took responsibility for the whole process and were actively involved at every stage. The result was an endorsed corporate identity where the subsidiary companies used the same symbol and typestyle - creating a family feel. The subsidary brand portfolio was underpinned by the shared values that were not only created and articulated but embedded in the whole group. They became the foundations that underpinned the subsidiary comapny identities.

I remain as passionate as ever about this subject and believe that if a company takes control of the corporate brand identity it will get everyone in the company to pull together and major benefits will accrue.

There are mainly three types of corporate identity

Corporate
The organisation uses one name and one visual identity throughout the company. All parts of the business are thus mutually supportive.

Endorsed
The parent company endorses the subsidiary company. There are varying levels of endorsement from simply a corporate name to a more prominent visual connection..

Branded
Some companies, especially those in the consumer products area, separate their identities from product brands which have their own individual personalities and reputations. In some cases the parent brand's reputation underpins the product brands.

What benefits are there in developing a corporate identity programme

An effective corporate identity strategy and programme can help you to achieve a range of objectives for your business. It can help to:
get everyone to pull together, increase the value of the business, increase cross selling to effiecient intregration of acquied companies. And there are many more benefits.

The above benefits simply overide any fears that a properly planned corporate identity programme costs too much or it's not for us. Every company has a perceived identity. The key question is are you in control of it adn using it as a strategic asset to deliver value to the company.

Conclusion
I believe that those responsible for driving their businesses forward must embrace the subject of corporate identity. It should be on the board agenda and given the respect it desrves. It is a strategic asset for any resposible executive director.


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Chris Smosarski is an independent corporate and brand identity designer and has been developing identity programmes, mainly b2b companies from start ups to global businesses. Chris works with main board directors responsible for driving their businesses forward and using cororate identity as a strategic process. Go to http://www.altura.uk.com and download 7 key questions pdf to see if your corporate identity is aligned to your business strategy.


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