Corporate Identity
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Corporate identity makes the organizations strategy, structure and vision visible. Every organization has a unique identity. A corporate identity programmed enables that identity to be managed and projected to all of its audiences. In order to develop an effective identity programmed, the builders of an organization must have a clear idea about what drives it – its vision. They must set up and sustain a structure which enables the organization both to project its identity to the outside world and live it internally.Organizations need to develop a corporate identity because Companies are increasingly merging, especially across national boundaries. Leaders have to consider how to create a new corporation out of two old and frequently competing organizations with different and sometimes incompatible cultures. Products and services are becoming increasingly similar, which means that consumers make purchases on emotional rather than rational grounds. For example, most customers would be hard-pressed to identify any real difference between the fuels marketed by Shell, BP, Texaco or Repsol. Organizations are forced through changing technologies, deregulation or globalization to change the nature of their business and therefore sometimes their identity.
All organizations have an identity whether they control it or not. A corporate identity programmed harnesses and manages this resource in the corporate interest.