Three aspects are particularly important for a successful implementation:
The company should present itself clearly and straightforwardly, being easy to understand for current and potential future customers, employees, suppliers, the press, and investors.
The company should clearly communicate its values and principles so that everybody (internally and externally) is aware of them.
The company should develop its products and services on the basis of its identity and should clearly discriminate them from the competition (according to Wally Olins).
An important goal of effective communication is building up trust: trust in the product, trust in the future orientation and abilities of the company, trust in everybody who is part of it, in short: trust in the brand. Building up this trust doesn’t happen automatically, but is the result of hard work and must be worked upon every day. In a market full of information, a company must appear distinctly and consistently. Only in this way can it be recognized in the long term and positively identified.
The content behind this process is provided by the corporate identity. It allows for sustainable and understandable communication. The size and situation of the company or organization thereby is irrelevant: the corporate-identity process is a scalable strategic approach tailored towards specific goals of the corporation and its customers.
To communicate a credible picture, the corporate identity must be mirrored in all of the company’s parts. It is the basis of all communicative, developmental-technical, and personal-political activities. It functions as a leading strategy. It delivers programmatic and communicative input for the internal and external presentation of the company and thus its perception, i.e. the corporate image.