5 Fresh Approaches For Your CI

Corporate identity (CI) is not much different to human identity. We all present ourselves to the world in a unique way and tend to re-invent our identity as we learn and develop. Also, re-invention is exciting and keeps things interesting. The same applies for CI. How can you re-invent your company’s corporate design, behaviour, and ways of communicating to stand out from the crowd?

It’s time for a new approach! Here are 5 fresh ways to change up (and enhance) your CI:

1. Dive a little deeper into your company culture

The culture of a company plays a key role in defining your CI. Start by getting your team on the same wavelength. Everyone must understand the company values, mission, and purpose, because that is how you drive a positive culture. Employees who feel that they live out a purpose at work are 64 percent more fulfilled. The goal is to then reflect that culture from inside the company and onto your CI. When your team embodies the company culture, customers immediately think: ‘wow, this is a brand worth interacting with’.

So, maybe it’s time to sit down with your team and brainstorm. What is your company about? What does it stand for? Where is it heading? Concrete and honest answers will allow you to re-build your branding and CI so that it communicates exactly who you are.

2. Personalise your external communication

When a customer decides to support your brand, they want to feel special. Considering that they have just spent their hard-earned money on your product or service, it is in your hands to leave them with a spring in their step. Personalised communication is the way to achieve this. It shows that your company cares and is invested in building strong customer relationships.

Coca-Cola’s ‘Share a Coke’ campaign took personal communication to the ultimate level. Coca-Cola replaced the logo on their drinks with a variety of different names to show their customers that they value them. This allowed Thabang, Jack and Emma to buy a coke with their names on it. South Africa’s own homeware and lifestyle brand, Yuppiechef, is another brand that aces personal communication. With every online purchase, customers receive a handwritten Thank You note from one of the Yuppiechef employees. It’s simple but it works.

Your personalised communication doesn’t have to be over the top. Keep it sincere and true to your brand’s CI.

3. Let your logo do the talking

Every so often some of the most iconic brands change up their logos. We are not talking about a whole new logo, just a small tweak here and there to keep things relevant. In the late 70’s, Apple’s logo was a colourful and stripy. Today it is the same apple, but black and simple. This small change made the world’s difference. It is more relevant to the Apple CI, which communicates simplicity, elegance, and innovation.

Your logo is one of the most important visual elements of your CI. Sometimes it is necessary to change it so that the customer of today connects better with it. Always ensure that your logo is distinctive and appropriate and that the design is well executed.

4. Adapt your images and typeface

Images and typeface have a major impact on your CI. People notice visual elements first. Thus, take advantage of your typeface and imagery to make a great first impression. Typeface is everywhere. On your logo, business cards, website copy, social media posts, letter head and packaging. So, if you feel yours needs to be updated, do so. Customers will appreciate that you are adapting your CI to keep up with design trends.

The same goes for images. Images are relatively easy to change because they are less permanent than typeface. Adapt your images to suit your communication style and branding, and watch how it takes your CI to a new level.

5. Actions are everything

Your CI can have fantastic design elements and communicate brilliantly to customers, but if your company behaviour is not in line with your values then that is a problem. Having established values already tells customers a lot about your CI. So, ensure that your policies, management systems and your employee behaviour reflect those values. If they don’t, now is the time to change that. Research shows that 1 in 3 consumers will boycott a brand that acts unethically.

Whatever your company values are, it might be a good idea to re-think them so that they address relevant social issues. When your CI reflects socially aware behaviour, customers are more likely to trust and respect your brand.

Refreshing your CI is definitely worth the time and money if you want customers to recognise, trust and remember your brand. If you need assistance with revamping your CI design elements and communication, then get in touch with our team.

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