An approach towards role and importance of Corporate Identity program

1. Corporate Identity Program

2. About Corporate Identity Program (CIP)
What is CIP
It is a drive within by a communication department, where in the
persona, aspects of the corporation (set of values and principles,
accord with business activities) and their offerings are designed
(defined, pictorial & technical) and rolled out or communicated across
internally and externally to society
Composition of CIP
oCorporate design (Corporate logo, Uniform, corporate color etc)
oMarketing communications (Advertisement, PR, Corporate events)
oCorporate behavior (Corporate ethics, beliefs, values and norms)

3. Role
Role
Corporate communication – Corporate identity Developer and Good
will custodian
Sales/ Marketing – To follow while marketing communications.
Facilities/ Office – Other channels to communicate (Signage, office
branding, Stationeries, Uniforms, Corporate gifting/ events etc.)

4. Importance
Importance
oA distinguishing character or personality which identifies the
business in the competitive market place
oAdds layer to marketing effort.
oShowcase value of one’s vision, purpose, ethical stands and
leadership for society development.
oContribute to brand equity and economic success.

5. Identity Image
More Inside (Company) More outside (stake holders and masses)
Recognization Perception
Strong or Weak Positive, Neutral or Negative
One way communication Two way communication
(stake holder and organisation)
8Ps of Marketing Public domain
Corporate Identity vis-à-vis Corporate Image

6. Thank you

7. Thank you