What is Corporate Identity, after all? – WAU

When seeking to consolidate a brand, even in the digital market, several aspects are relevant for the company to achieve the necessary security, whether financially or in public loyalty. Among the factors that allow a brand to be fixed in the consumption habits of customers are the post-sale relationship, financial benefits and also the […]

When seeking to consolidate a brand, even in the digital market, several aspects are relevant for the company to achieve the necessary security, whether financially or in public loyalty.

Among the factors that allow a brand to be fixed in the consumption habits of customers are the post-sale relationship, financial benefits and also corporate identity, which makes the customer associate certain symbols, colors and practices to a company.

And in this post we will show you what Corporate Identity is after all.

Come on?

Corporate identity: what is it?

A company’s corporate identity goes beyond the appearance of the business and is related to the company’s important cultural and organizational issues.

Also known as corporate identity or corporate identity that is a fundamental aspect for companies of all sizes and segments, as it is relevant in the relationship with employees and customers.

Identity, in addition to biotype, represents what a person is, what their values ​​are, how they relate to other people and how they behave in different situations.

Thus, they are the most essential characteristics and not only superficial, such as appearance.

In the case of companies, corporate identity represents the same set of proposals, that is, the company’s worldview, its values, endomarketing actions, the posture it adopts in different situations, etc.

The elements that make up the corporate identity are a mixture of these two aspects, the essential and the visual.

But, to understand what corporate identity is, we need to understand initially what it is not!

What is the difference between corporate identity and logo?

It is common that when thinking that you need a corporate identity, think specifically about the logo and visual identity.

After the logo is created, it is believed that the definition of the company’s identity is complete.

However, this is just one of several elements that make up the corporate identity.

It can then be said that the logo is one of the aspects that a corporate identity must containhowever, it does not represent the essential characteristics of the company.

Visual identity will be an important factor, mainly to generate public recognition.

It, however, is only the visual representation of the company’s discourse that must be put into practice in different ways and not just aesthetically.

Why have a corporate identity?

Since the corporate identity represents the essential and visual elements that make up the company, a clear definition of this behavioral guide is essential for the client, partners and employees know what to expect from the company.

Companies that have a speech, but in practice act in the opposite direction, can definitely lose public confidence.

For example, if the company has a discourse in favor of environmental preservation and ecological practices, but makes partnerships with companies that are known to pollute, the public will question this attitude.

Thus, corporate identity is important to build a solid message that will let the public know what to expect from the company.

The new consumption trends have made the relationship between company and customer an important aspect for loyalty and also for the balance of sales, since the fixed customer base makes up an important part of company finances.

This new relationship caused consumers to demand certain attitudes from companies with which they interact, with corporate identity being a relevant factor in directing this relationship.

definitive corporate blog guide

What are the subjective characteristics?

When starting to develop a corporate identity guide, several aspects must be considered.

It is important that the identity takes into account the daily practices already existing in the company, in order to avoid, among other problems, the mismatch between proposal and execution.

Among the subjective factors that must be present in the company’s identity, the following stand out:

  • Differentiation: an efficient proposal must differentiate itself from competitors and attract public attention by the exclusivity of its performance;
  • Coherence: the contradictions between discourse and practice are a risk that we have already mentioned, therefore, the identity must preserve the characteristics of the company and the way it operates;
  • Relevance: the company’s relevance to its target audience includes, not only creating a brand concept, but it is consistent with what the public seeks with the company;
  • Reputation: based on a solid elaboration of the previous three elements, the company will be more likely to solidify a positive image among its target audience. Reputation does not arise instantly and must be built up over time.

Now that we know which subjective characteristics the identity must contain, considering the various elements that compose it, we will detail which aspects of the company form the corporate identity.

How to create a corporate identity?

As we have seen, to create a business identity, it is necessary to know what it is not – just the visual identity – and to know what values ​​it should contain – differentiation, coherence, relevance and reputation – so we can now investigate in more detail how it should be elaborated.

Brand history

Each person develops her own identity based on her life story.

It would be no different with companies.

A company can only adopt a certain speech if it makes sense according to its history.

By identifying – and not creating – the brand’s fundamental motivations, the company’s identity will gradually be built in harmony with the message emitted.

Visual identity

Visual identity is a fundamental aspect of the company, as it is the visual resources and design that will represent the message that the company wants to transmit.

Among the elements that make up the visual part, we highlight:


The logo is the symbol created or adopted that visually represents the company’s values.

Design experts indicate that the logo must be simple and clear so that the message is easily understood by the recipient.

This symbol can be related to the writing of the brand or a design, regardless of the choice, it must carry a meaning.

It is also indicated to create variations of the logo, for example, on a white background, on a black background, vertically and horizontally etc.

Color palette

The color palette is not just the color of the logo, for example, but what colors and tones will be used in all the company’s materials, whether graphic, online or even in the physical structure of the business.

It is common for the color palette to include 2 to 4 primary colors and a secondary palette between 8 and 12 colors.

All materials must respect these specificities, because the constant variation of the colors used makes the public unable to identify the visual identity of the brand.


The typography consists of the fonts that will be used.

It is common to select only one font, but consider whether it is visually clear for use in printed materials, digital, in different colors, etc.

Some companies also choose to select a second and third source in case the first is not available.

Target Audience

The identity of a company must take into account the target audience and the buyer persona it intends to reach.

Both visually and the essence of the message you want to convey are different if the audience is young people up to 25 years old or people between 45 and 60 years old, for example.

The suitability of the identity to the target audience influence on message coherence and also in building reputation.

Guide to creating personas


Another essential aspect when creating the corporate identity is the language that will be adopted, as it will not be used only in advertising materials, but in all business communication.

As in the relationship with customers and employees, in marketing choices, etc.

It is therefore important that the language is consistent with the message and also with the characteristics of the audience.


The message – and the tone – they are the final elements that constitute the corporate identity.

The message is related to the company’s vision, mission and values.

This aspect will be fundamental to direct actions in different areas of the company.

For example, the message can be more formal, according to the company’s profile, or appreciate the relaxation.

And how will the option for the message influence the different areas of the business?

Which sectors of the company are influenced?

When developing corporate identity, all areas of the company are influenced, directly or indirectly. We highlight some important aspects of this change:

Internal communication

The internal communication, in addition to adapting to the visual identity, must make the forms of contact with employees, such as lectures, internal reports, mural, magazines etc. convey the desired values ​​using the correct language.

External communication

In the case of external communication in which the target audience, partners and the general public are impacted, whether through press relations, advertising, website, social networks and others, the importance of maintaining coherence with the company’s identity also it is fundamental.

Among the examples of this type of communication is the brand’s Facebook posts manual, which must follow the same criteria as the corporate identity, either visually or as it interacts with the public.

Social Media Marketing Kit

Customer service and relationship

A company that transmits a message of technology and modernity, for example, but does not serve customers through social networks, is in contradiction between the practice and the proposal it has.

Therefore, the ways of relating to the customer, the service channels, the procedures, etc. are influenced by the attitude that the company adopts.

Organizational culture

Finally, a company that encourage the creative freedom of employees, for example, you will see that this value directly influences the organizational culture of the company.

The same occurs with companies that value other characteristics, such as teamwork, organization, professional improvement, more quality of life, among others.

Where to start?

We can conclude, then, that corporate identity is related both to the aesthetic elements that convey the company’s idea, and to the values ​​with which it operates.

Thus, this guide will influence all aspects of business development, solidifying the relationship with employees, partners, suppliers and customers.

As much as it is the entrepreneur who best knows the characteristics of the business itself, corporate identity must be developed professionally by a group of specialists who can contemplate all these aspects within an identity guide.

Given the importance of this manual, it should not be created in an amateur way.

Side by side with a company’s corporate identity is branding.

Both factors complement each other in a strategy for operating in the market.

Want to know more? Check out the post “Branding: how to do incredible brand management” right now and don’t waste time!

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