WHY AN ORGANIZATION NEED A PERFECT CORPORATE IDENTITY
Originally, corporate identity was synonymous with organization nomenclature, logos, company house style and visual identification. Manycorporate identity practitioners had (and have) their roots in graphic design and understandably a good deal of importance were assigned to graphic design.
The authors contend that graphic designers have been hugely influential in two regards, in that they articulated the basic tenets of corporate identity formation and management and succeeded in keeping the subject on the agenda of senior managers.
The role of symbolism is now assigned a greater role and has grown from itsoriginal purpose of increasing organizational visibility to a position where it is seen as having a role in communicating corporate strategy.
The realization by graphic designers and marketers of the efficacy ofconsistency in visual and marketing communications led to a number ofauthors arguing that there should be consistency in formal corporatecommunication
The breadth, complexity, and importance of corporate communications was pointed out by Bernstein who argued that organizations should communicateeffectively with all of their stakeholders.
those made more recently by is that the corporate communication mix and its management is fundamentally different from and is more complicated than, the marketing communications mix.
The understanding of corporate identity has gradually broadened and is now taken to indicate the way in which an organization’s identity is revealed through behaviour, communications, as well as through symbolism to internal and external audiences.
Consultants, have decided not to give a definition of corporate identity but rather
a statement which articulates the multidisciplinary nature of the area and its difference from brand management.
Increasingly academics acknowledge that a corporate identity refers to an organization’s unique characteristics which are rooted in the behaviour of members of the organization. Many scholars conclude that the management of an organization’s identity is of strategic
They argue that senior managers can narrow the gap between the actual and desired corporate identity through communications, symbolism and behaviour.
By Msele Musa
BAPRM 42626
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