The Importance of Brand Identity in Corporate Communications
By Jodi Harouche, Principal at Multimedia Plus
Creating a visual identity for your company’s brand is crucial to competing and surviving in today’s global marketplace. Even large companies with defined corporate images do not always take into consideration the visual aspects of their brands and the different levels that their brands are being communicated to, including executives, associates, consumers, vendors, etc.
Act Now! Activate a FREE three days trial to RetailCrossing.com, because you know how important it is to know about all the jobs.
The following outline describes key elements for readers to think about when developing visual brand identities that are used particularly for training and in general corporate communications.
Creating a Visual Brand Identity for Corporate Communications in Three Steps
Close your eyes and think of the images you want to communicate about your company. What would you see if you could put your ideas on the big screen? What would they look like and sound like?
In today's market, competition is tough, and from airlines to apparel companies, grocery stores to investment firms, creating a visual identity for your executives, associates, consumers, vendors, etc., is crucial. It is the internal and external voice that is being heard by staff, consumers, and investors. Creating a visual brand identity is essential for developing training programs that allow executives and associates to speak with one voice that embodies the company's image.
Even large companies with training programs often overlook their visual brand identity when training associates. Why is it so important? Audiences need something to relate to and a model "giving them the corporate attitude." If the training program does not resonate with key audiences, the end result will not be successful.
Sounds easy? Deciding what your company looks and sounds like can be a challenge. Here are some steps to take:
1. Know Your Audience.
Who is the target audience? Company executives? Sales associates? (This is one of the most important things to determine.) What are their demographics? Are they your customers?
Is the training program for associates? What are their demographics? For example, take a high-end grocery store. The average customer is in his or her mid-40s with a high household income. Is your associate in the same demographic pool? Probably not, since many grocery stores hire students and other part-timers. When developing a training program for associates, you have to keep the viewer in mind that is not necessarily in the mindset of the consumer.
On the other hand, a high-end designer apparel company probably has associates who receive high commissions and have a demographic closer to that of their customers. Their training would be approached differently, but in both cases the visual brand identity should be consistent.
2. Create a Program That Resonates.
One of the biggest challenges is creating a program that educates associates in a way that resonates with them. For example, when dealing with a younger audience, you might want to use a music-video style with quick cuts, fast-paced music, and cool graphics. You want to "edutain" — educate and entertain at the same time.
With more sophisticated associates, you want to take a different approach by implementing a program whose pace is more soothing and relaxing. Keep in mind the visual brand (i.e., electronics store — fast-paced and exciting; high-end apparel boutique — more soothing, slower pace).
3. The Talent, Music, and Visuals Should Reflect the Brand.
Keep in mind the pace of editing, the number of cuts, the visual dynamics, and the color palette that you use. Employees should feel that the program they are watching fits with the identity of their company. If you incorporate existing imagery and colors that relate to store concepts, the viewer can "let go" and learn from the program instead of nitpicking over the details.
For example, when you are in the preproduction stages, make sure your on-screen talent fits the demographic. They should be dressed in the attire you expect your viewer to be wearing. The titles should all be in the correct font and used according to standards set forth by the company, and the marketing and music selections should tie everything together.
RetailCrossing Fact #40: Users can sign up to receive customized job alerts so they’re in the know when the kinds of jobs they’re looking for are posted.
Bryan , Saint Paul, MI
EmploymentCrossing always helped me stay updated with the jobs available in the
market. The daily news on the site was also very informative. I like to read the different archives and the life
style column on EmploymentCrossing.
Derek , Philadelphia, PA
I got a job, thanks to EmploymentCrossing. It is the best service in the world.
Andrew , Columbus, GA
The best part about EmploymentCrossing is the simplicity of the site. It is a very user friendly website.
Jamie , Pueblo West, CO
EmploymentCrossing is a very user friendly website and has a fantastic search engine. I always got quick responses to my search criteria.
Keith , Staten Island, NY
EmploymentCrossing's search engine is excellent. You can search jobs on the basis of specific locations and practice areas.
To compare RetailCrossing with other job sites
You Have Exceptional People Skills, Strong Organizational Capabilities, are a Master at Helping Others and Deserve Approval
Top jobs are scattered on the websites of tens of thousands of companies, organizations and other job boards. It requires creativity to bring everyone together: Through collaborative research and working harmoniously with many people, we are able put these jobs in one place and give you the ability to see a variety of jobs you would not see elsewhere.
You value harmony and are good at creating it: Use us to analyze and evaluate the jobs you are interested in collected and organized from over 50,000 websites. You are honest, creative and imaginative and deserve the best.
Click below to sign up right now.
Tell us where to send your access instructions:
Total Jobs on RetailCrossing
110,343
New Retail Jobs This Week
29,629
Jobs on EmploymentCrossing Network Available to Our Members
Retail employment includes all means of living which basically consists of selling any kind of commodity or goods from a fixed location. This location could either be a department store, shops, a boutique, a kiosk, a showroom, it could be thru mail or, just recently, through the internet for direct consumption. Retailing can be considered the ‘en...
Unlike other sites, RetailCrossing works for you and does not charge employers to post jobs and actually goes out and researches jobs for you. The jobs you see are the jobs we find for you and not the ones employers are paying us to post.
You Have Exceptional People Skills, Strong Organizational Capabilities, are a Master at Helping Others and Deserve Approval
Top jobs are scattered on the websites of tens of thousands of companies, organizations and other job boards. It requires creativity to bring everyone together: Through collaborative research and working harmoniously with many people, we are able put these jobs in one place and give you the ability to see a variety of jobs you would not see elsewhere.
See all the jobs in your profession structured and efficiently organized in one place. Your honesty, ability to create harmony and people skills will all pay off when you have access to:
Retail jobs from every job board we can find.
Retail jobs from every newspaper classified ad we can find.
Retail jobs from every specialized retail publication we can find.
Retail jobs from every federal, state and local retail career page we can find.
Retail jobs from every public interest, nonprofit and other career page we can find.
Tell us where to send your access instructions:
Today at RetailCrossing
6,674 - Jobs found in last 24 Hours29,629 - Jobs found in last 7 Days110,343 - Total Jobs Found
Your privacy is guaranteed. We will never give out, lease, or sell your personal information.
RetailCrossing - #1 Job Aggregation and Private Job-Opening Research Service — The Most Quality Jobs Anywhere
RetailCrossing is the first job consolidation service in the employment industry to seek to include every job that exists and not charge employers to post jobs on its site.
RetailCrossing uses sophisticated technology and manual work to comb employer websites and other job boards for jobs and bring them all to its site.
