Why does a bun with jam in a bread shop cost much less than a similar one in a pastry shop? Maybe it’s all about the corporate style of the institution, which gives visitors a feeling of comfort? Why companies need a corporate style, we will talk further.
What is corporate identity
Corporate identity is the identity of the enterprise, an important component of the brand. The brand consists not only of name, symbols, colors, which are necessary to identify the product. It is a synergy of impressions made by the product on the consumer, the attitude to the product, the level of trust. A brand with a qualitatively developed corporate style allows the company to put a higher price on the products.
Brand development and promotion is the most effective marketing activity of non-price competition. Domestic consumers are loyal to well-known retailers and are therefore willing to pay more.
Elements of corporate identity
These are the main components of the company’s style, which save the customer’s time, simplifying the process of buying or consuming services. They evoke certain emotions that are associated with the name and image of the company. Also corporate identity involves the selection and unique combination of corporate colors, interior and facade design of the building, development of a brand book.
Carriers of the company’s corporate identity:
Read also: Internet advertising or outdoor: who will win by the end of 2020?
Creating a corporate identity: what it is for
The company’s business card was designed by a printing company, the website was created by an in-house IT specialist, and the director himself was in charge of developing the corporate logo. This is how the corporate identity of an average Ukrainian company is created. The result: lack of a unified visual identity and low sales.
Corporate identity elements of Intellect Development Center (left) and Samurai sushi restaurant (right)
To make the company look serious in the eyes of potential consumers, it is worth taking care of the design of corporate identity in advance.
Main functions of corporate identity
- Draws the customer’s attention to the firm through original design of brand identity, thereby stimulating consumer interest.
- Helps the consumer to navigate the information flow, distinguishes the firm among competitors.
- Corporate identity is perceived by the consumer as a guarantor of the firm’s solidity and the quality of its goods.
- Generates lasting consumer interest in the firm (provided the price and quality are to the customer’s liking).
- Helps the firm’s new products to enter the market (provided the previous products have performed well).
- Thanks to the image, the effectiveness of advertising is increased, as all elements of corporate identity fulfill its function.
Corporate identity of Gene’s sausage store
- Helps to form an original corporate design of interior, packaging, clothing, creating a unique image of the company.
- Positively influences the level of corporate culture.
Read about how to create a corporate identity here.
How corporate identity influences the consumer
Companies with a corporate identity are more trusted by consumers. This trust is accompanied by a desire to own that company’s goods, despite the higher cost.
Investing in positive perception of the company, its development and advertising reduces costs and facilitates the entry of new products from the company into the market. Corporate identity accelerates growth and sales, which improves the financial stability of the company.
Corporate identity of WohnZimma coffee house
Read also: 7 factors affecting the cost of brand building
Influence of corporate identity on company image
Today’s market is crowded with products and services. Along with the product, companies sell their credibility. This is also true for the service sector. The credibility of the service provider and the appearance of the offer have become an effective engine in the realization of products. Under these conditions, the company image plays a major role. The main way of image formation is the development of own corporate identity.
Read about how to develop a brand identity for a chain store here.
Influence of corporate identity on the formation of product value
Service sector
Barbershop, beauty salon, barbershop – these are establishments where you can get a haircut. They differ in the cost of services and the presence of a corporate style.
People go to a regular hairdresser’s shop if they know the skill level of the hairdresser, if they need to get their hair done in an emergency (no appointment is needed at the hairdresser’s shop) or because of the low cost. The institution offers hair care services (from 50 to 200 UAH), pedicure (from 150 UAH) and manicure (from 70 UAH).
A wider range of services is offered by beauty salons, accordingly, their cost is higher (haircut – from 200 UAH, manicure – from 120 UAH, pedicure – from 250 UAH). A hint of corporate identity is already present: decoration of the premises, corporate clothing, logo. Many salons develop their own websites, select corporate colors.
Color as the basis of corporate identity
A tribute to modern fashion – barbershops. Here you can get your hair in order (from 250 UAH), and in some establishments you can get your hands (from 250 UAH) and feet (from 300 UAH).
It’s not just a barbershop, a barbershop is a men’s club. There are no barbers there – there are barbers. The founders of barbershops meticulously develop every element of the corporate style: from the name to the patches on the towels. As a rule, the interior is designed in the classic style of American men’s barbershops.
For example, the men’s barbershop Firm is a place where you can get your hair cut, mustache and beard trimmed. And while waiting for your turn, you can have a glass of whiskey, browse magazines or just chat with people who have a similar philosophy of life to yours.
The barbershop Firm
Corporate identity and catering
Eating is a ritual that most people neglect, taking little time and cramming anything into their meals. Creating a corporate style of a catering establishment, it is necessary to think through even such trifles as the design of the signboard, the pattern on the napkins, the color of the walls. In the development of all absolutely important details – in the design institution come to eat and relax, enjoy the atmosphere and courteous attitude.
Bistro Bistro Signature Café
The habit of eating on the go is contributing to the opening of new fast food outlets. Hot dogs and burgers are the most popular items at fast food kiosks. They are inexpensive and very nutritious. The cost of a hot dog in a street kiosk – from 12 UAH, and in a cafe Bistro Bistro – 49 UAH. In the first case, you will have to eat on the go, wiping mayonnaise off your shirt. In the second case, the manufacturer “keeps the brand”: a cozy place with a unique style and atmosphere.
Yoltok Café.
Cafe “Yoltok” uses the image of chicken product in all elements of decor from logo to cups: everything is yellow or egg-shaped. The cost of a hot dog in a design institution is from 60 UAH.
Black Star Burger corporate identity
A hamburger in the nearest McDonald’s costs from 20 UAH, but if you add a little creativity and additional color, you will get Black Star Burger and the classic burger will cost 130 UAH.
Branded coffee shop “Chashka”
We’ve eaten. Now we need to drink. An espresso in a cafe costs 15 UAH. In the specialty coffee shop “Chashka”, where everything is in the key of the name, the cost of a drink is 37 UAH.
Read also: Fast food branding: cafes and street food restaurants
Corporate style in clothing and accessories
The corporate identity of a clothing store consists of the logo, window dressing, store interior design, promotional products, corporate dressing style and the behavior of the employees themselves.
The corporate style of the House clothing store is youthful and filled with the atmosphere of positivity, energy and light.
Corporate identity of the House clothing store
The most popular clothing is jeans. In the market, a quality piece of clothing costs from 500 UAH. But, if you add a drop of brand – the cost will increase significantly:
- Wrangler – one of the most fashionable and popular brands of denim clothing, the cost of simple jeans starts from 1700 UAH;
- Levi Strauss & Co. – one of the most popular denim clothing brands with a worldwide reputation (the simplest jeans cost 1600 UAH);
- The top three is Lee – another brand from the U.S., where for simple pants you will have to pay 1500 UAH.
The brand identity of the Lee jeans brand
A small Chinese trinket costs about 20 UAH, and in a store with costume jewelry the cost can reach 500 UAH. For example, in the Casablanca store the correct use of black color emphasizes the beauty of products, and timely monitoring of the market contributes to the constant updating of store collections.
Brand jewelry from Casablanca.
Read also: Loyalty programs: love from the first purchase
Apple-style branding feature
Many dream of the latest model iPhone, but the store cost is biting – more than 20,000 UAH ($880). But skillful hands of technicians dismantled the mentioned phone for parts to find out the cost price. The answer struck many people. The cost price of the phone amounted to almost $220. The logo in the form of a bitten apple makes it possible to make an almost fourfold tilt.
Apple’s corporate identity
Results
Making a corporate identity is a lengthy process that requires the participation of professionals and financial investment. But these efforts will justify themselves.
KOLORO is a professional in the field of brand creation and promotion. We know how to make a memorable corporate identity, and we will gladly develop it for you.
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