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Corporate Identity - what it really means

A lot of people think that a corporate identity consists of your logo, stationery, advertising material and website. In fact the true meaning of corporate identity is the experience a customer has from the way the first phone call is answered to when the invoice is presented.

Think about your customer’s journey – is your reception tidy? Are the magazines up to date? What sort of out-of-hours answer phone message do you have? There is no point investing in some great new promotional material if the product service does not live up to the promise.

If you are embarking on an advertising campaign, hopefully it will be a success, so can your company cope with the extra business efficiently, so that the customer will want to come back for more?

This is a true story of how corporate identity can go wrong without the customer realising it (but perhaps they did but had ignored it!):

Many years ago the British Rail marketing account came up for grabs and a well-known London agency was pitching for it. They invited the British Rail executives up to their London offices for the presentation. When the executives arrived in the agency’s reception there was no one there to greet them, the ashtrays were full and old magazines were lying around. After about 10 minutes of waiting the executives were about to leave in disgust - but what they hadn’t realised was that they were being watched. The creative director came out to meet them and said they had carried out research and the feedback they got from British Rail customers was similar to what they had just experienced, dirty trains, no-one on duty when they needed them etc. He then showed them into the agency boardroom where the agency gave a great presentation and they got the account – a brave thing for the agency to do but it paid off.

We can help companies produce successful identities that accurately reflect how they want to be seen.

To find out more please click here to contact us or call 01424 813412.