The company identity must be identifiable as a clearly represented entity! This
can be achieved through the use of very few words and /or graphics. Most important is that the identity is understood, internally as well as externally. This requires for the identity to be simply and clearly expressed.
If the identity is communicated in a clear and distinct manner to internal recipients, then the employees are influenced into the right direction. This, in turn, will become an important part of communications with the environment, as all employees – whether consciously or not – will become carriers of the company’s message.
Once you have an identity, translated into a mission and vision that can be of use to customers of the company, then you have to tell it to the world! This is a process that takes time and the customer will not believe in it until you do it yourself, whereby in this case “you” means a minimum of your front-line employees.
In return, your customers, the moment they begin to comprehend, start to deal at a different psychological level. In simple terms, they buy more than just a product when they have dealings with a company that possesses a clear identity. The customer “purchases” what the company stands for as well as the product, which in turn strengthens the bond between customer and company in a manner that is virtually impossible to imitate.
Tags: communicated, company identity, Customer Purchases, customers, employees, Environment, Few Words, front-line, Graphics, Identity, Line Employees, mission, Psychological Level, Right Direction, vision