COMPANY IDENTITY – what is IT and how do you get some?

Updated: Feb 7, 2018

In this crazy post-truth era when perception is everything and reality is, well, anything, creating a strong company identity (CI) is essential to the recognition and believability of your service or brand...or else it runs the risk of being sucked into a vortex of ‘whatever’. Not cool.

The colours, typefaces, logos, graphics and templates that contribute to a killer CI (which we, at DRM, can help with) are only the start of a powerful presence in the market place. It’s what comes after that will assert your brand and ensure that it racks up a positive reaction and consummate reputation.

So – what do you need to do to make this happen? Check it out:

The two most important things that companies need to focus on when creating brand presence are: social media and an amazing website.

In today’s internet-driven world, a presence on social media is crucial! And it’s not good enough to just throw out some random self-promoting blab on Twitter, LinkedIn, Facebook or Instagram. Social media allows for targeted groups and interaction, and your company should be pushing out content that is intentional, interesting and entertaining; content that aligns with your brand. You should be responding and interacting with your intended community; building trust and getting your voice out there.

A visually attractive, well-built website is the rock upon which your social media interactions are built – because where will people go to find out more about you? That’s right – your website! It’s a platform for someone to get to know you better and could be the first impression a potential customer or client has of your business. Your website should be dynamic, easy to navigate and it should be up-to date with information relevant to your brand as well as industry news.

Also essential to the propagation of a confident CI are ‘thought leadership’ and ‘corporate culture’.

Thought leadership works in conjunction with the presence you assert on social media as well as the company ethos you display on your website. It refers to the content and campaigns you’re pumping out onto the ‘net. The question is: are you providing thought-provoking, valuable, educational insight and comment or are you just spamming? The aim is to engage your audience as well as solicit its attention.

Corporate culture is: the pervasive values, beliefs and attitudes that characterise a company and guide its practices. It’s the thing that determines how a company’s employees and management interact externally (as opposed to internally – within the scope of an office and its hours). The fact of the matter is that your business is on display ALWAYS – employees will share their experiences through their own social media channels, which can turn them into wonderful brand ambassadors...or not; if they feel they’ve not been treated fairly, they’ll gripe and everyone will know. Certainly something to think about.

There are loads of excellent reputation-enhancing tools out there and yet it’s important to remember that they can be used for good or overload of information can be dangerous, especially when it’s outside of the control of your keyboard. But don’t let this scare you – we’re a bunch of super-savvy markers, here at DRM – intent on forging the strongest, most capable Company Identity for you and your brand.

Source: “5 Ways To Improve Your Company’s Image” (

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