Jeff Bezos said: "Your brand is what other people say about you when you're not in the room." With our editable Corporate Deck presentation slides, you can ensure that your brand makes the best impression, while you share your story and elements in style. Establish a corporate identity that is unique and memorable to differentiate your business from the competition and make a name for it.
Use this slide to identify and state your venture's philosophies, such as mission statement and brand value proposition. A few tips: keep it brief, make it authentic, run it by your team and don't be afraid to change it over time.
Demonstrate your corporate identity elements in this slide. Make sure that it has likable brand personality, memorable logo, visually appealing color palette, on-brand supporting graphics and professional typography.
A corporate identity is a manner in which a business presents itself to the public, including all of a company's visual aspects and design elements: from logos to social media assets and stationery. It is important to note that a corporate identity requires planning, time and financial efforts and should involve all departments and employees.
Here are some basic statistics on branding from Small Business Genious:
- It takes 5 to 7 impressions for people to remember a brand
- Color improves brand recognition by up to 80%
- 73% of consumers love a brand because of helpful customer service
- Presenting a brand consistently across all platforms can increase revenue by up to 23%
- 1/3 of the world's top 100 brands include the color blue in their logos
- 72% of the best brand names are made up of words or acronyms
- Brands with poor company branding pay 10% higher salaries
- Over 70% of brand managers consider building an audience more important than converting sales
- 89% of shoppers stay loyal to brands that share their values
- Brands that blog generate 67% more leads
Raquel Baldelomar, Founder and Managing Director, and Matthew Dinnerman, Partner and Director of Strategy at Quaintise recommend the following five steps when establishing corporate identity:
1. Brand audit
To run a brand audit, a company leader must first determine what drives growth and figure out how customers perceive the product or service. In-depth competitor analysis is necessary as well. Competitor analysis should include competitor websites' review, search engine optimization (such as competitive keywords), brand identities and advertising, Dinnerman tells "Inc."magazine.
2. Unique value proposition and messaging statements
Before the branding initiative starts, a business needs to state its philosophies, such as compelling mission statement and brand's value proposition to the consumer.
3. Creative elements
The look, feel and distinctive voice of the brand that will be carried through all marketing channels (the website, social media, advertisements and packaging) are vital for corporate identity. "A brand's visual vocabulary will be reflected in your colors, fonts, logo and overall style," Baldelomar says.
4. Corporate identity strategy
A corporate identity is not built overnight. It takes time and strategic effort. Several strategies must be implemented to ensure brand awareness' growth. Consider social media presence and take advantage of all the appropriate channels to establish a direct dialogue with the target audience on Reddit, Facebook, LinkedIn, Pinterest, Twitter, YouTube, Instagram and other platforms. However, trade journals, mass consumer publications, television and print interviews also make good outreach channels.
5. Corporate identity refinement
To stay in the competition game, brands need to habitually rethink and refine their corporate identity to ensure it still reflects the company's values and mission. "One of the benefits of digital advertising is the ability to track, target, and test new strategies and tactics," Baldelomar says. And continues: "Your brand identity should not just be a mission statement on the wall and logo. Your brand is a reflection of your thinking, your character, and your values."
In January 2019, Mastercard dropped the "mastercard" name from ist iconic Brand Mark. A company spokesperson said that the logo has represented the company long enough (for over 50 years) for the brand to be recognized by 80% of consumers without the word "mastercard." The company states on its website that the ability to thrive in a digital age as well as position Mastercard as a forward-thinking, human-centered technology company was actually fundamental to this change. Mastercard also said that "designing a brand mark to work seamlessly across all digital platforms, retail channels and connected-devices, while preserving its heritage was key to the overall effort, which also includes the most comprehensive brand design system ever introduced globally within Mastercard."
Raja Rajamannar, Chief Marketing and Communications officer for the company commented on the subject, saying: "Mastercard is one of those unique brands that is instantly recognizable around the world. To thrive in this new digital world where business moves faster than ever, we want to modernize and elevate the brand in a design that is simple and elegant, yet unquestionably Mastercard. We've been on a fantastic trajectory, with digital technology being an increasingly important part of our business. Now it's time for our brand to embody the company we've become."