How to develop a corporate identity for an organization
Conduct consumer research. Branding can create that he will touch the hearts of prospective buyers. And unmistakably let them see that your company is for them – what you need. Just for this it is necessary to conduct a study of color preferences and associations of customers, their idealized representations about the basic properties of the product they would like to purchase. On the basis of such studies it is important to be as accurate as possible technical task for designers.
Hire a professional designer. In the development of corporate identity principle "avaricious pays twice" works particularly well. A good designer is different from bad that can get beyond their emotions and to display what your customers want. Experienced advertising managers know how it is when the designer dilettante brings all the style options, for example, in depressed tones. And to convince him that cheerful yellow better than dull gray-purple, is not possible.
Choose the most simple options. Complex modulations of tones, multi-dimensional logos – things are absolutely unacceptable. The simpler and nezateylevaya logo and the spelling of the brand, the better. Ornate or refined, you can then make advertising materials with a simple and recognizable logo on them.
Test the resulting concepts for corporate identity among customers. This can be done quickly and simply: spend a few focus groups or arrange a survey among buyers. It is important to compare the verbal descriptions of consumers the ideal company, with its particular visual symbol. As a rule, if all previous steps were done correctly, the big differences here are not detected. But the little details that change a snap.
Test the options for corporate identity among employees. Important but not necessary component is the study of opinions of employees about the new corporate identity. If the sellers, managers, couriers or drivers would be embarrassed to be in the interiors of the new shop if they are ashamed of their business cards, it will significantly worsen the overall situation with sales.