by: Matt Christ

While the corporate jungle is full of many unsuspecting problems, few are as illusive as a company's corporate image. What is your corporate image? Where do you go to find it? Should it be changed to compete in today's market? If any of these questions seem relative to your company, consider for a moment some essential facts about your corporate image. Corporate image can be found in everything from the driver who delivers the goods to the wallpaper in your lobby. When a corporate image is managed properly it becomes a persuasive resource for communicating your company's values and attitude in the market place. This powerful, but sometimes very mysterious corporate asset can be seen in variety of areas. Few are more important than the tools you use to market your goods or services. The most basic element found in the world of corporate image is the company's logo, symbol or sometimes even referred to as their identity. Corporate identity is the cornerstone to successful image branding. There are many key questions to consider about your company's logo or identity. Does it accurately reflect the character of your company? And more importantly, does your market recognize and retain the image? Examples of successful image branding are easily distinguished. Consider the example shown here. Instant recognition of the company is made from just a partial view of the identity. That is successful image management. How do you   get it? The answer is consistency. Establishing the basic guidelines that manage the way your corporate image is used will help insure the success and survivability of your company's image. From company uniforms to the corporate web site, every view of the image is important. Since the desktop revolution of the 90's, corporate America has been empowered with the ability to manage its corporate identity. Today, in-house web-masters facilitate real-time communications with the world. It's fast moving and fun, but is it consistent? In many cases, corporate image guidelines have not been established or have been left unattended. When establishing your guidelines for your corporate image you should address the following areas: word usage, graphic applications, and color usage. Under the guidelines of word usage, you should consider basic written do's and don'ts that apply to the corporate identity. For example, certain acronyms will detract from an identity, especially if the acronym is not used in the graphic application. In another case the word "the" should never be capitalized in the context of a sentence unless it is apart of the corporate identity or begins the sentence. Some guidelines will specify that when using the corporate name it should appear according to a designated style (i.e.. all caps, bold, italic, etc.) which usually is associated with the graphic application. Graphic applications are used to establish the guidelines for all visual elements pertaining to the corporate identity. Can the identity be used in both a positive and negative form? What are the appropriate applications if the identity incorporates a graphic symbol that is not attached to the corporate name? Depending on the characteristics of your identity there are many other areas to take into account. Sometimes it is very useful to show ways in which the identity can NOT be used. Your objective is always the same - maintain consistency throughout all applications. The last area is color usage. These guidelines will assist you in specifying your exact corporate colors for printed materials, company tee shirts, or web applications. It is important to specify exact colors along with the designation of each color used. So, how about your corporate image? Take this simple test to see if your identity will survive. 1. Your guidelines for the corporate identity are: (1) according to whomever is using it (2) somewhere at the printers (3) established and cataloged in a binder along with electronic PDF version 2. Our corporate colors are: (1) whatever color is available (2) a bluish green and red (3) identified according to exact PMS* color codes for various paper types and have identified web safe color selections 3. Our corporate symbol (graphic icons, etc.) can be used: (1) not sure what our symbol is (2) anywhere it fits (3) only in the defined sizes and positions as specified in the corporate guidelines 4. To access our corporate identity we must: (1) create it on the computer (2) find the last person who used it (3) download the appropriate version from the web If you scored: (6) or less, consider your corporate identity an endangered species (9) or less, with some help you can survive (11) or more, you are doing well At DBM Communications, Inc. our goal is to empower corporate America with the right tools and products to get your image to market. Our Visual Communication Consultants will be glad to assist you in any areas concerning your company's image. For more information about corporate image, visit Corporate Image Guidelines, Visual Roadmaps or Contact Us for personal assistance.