- Corporate identity is often seen as nearly synonymous with visual identification. Consistent usage of a strong, memorable and recognizable logo, brand colors, product designs and related visual assets are used to position the organization in the eyes and the mind of the public.
- Organizations communicate with the world through several channels. Visual and marketing communications are perhaps the most visible, but any form of communication can affect the way the organization is perceived. A consistent, on-message style of formal corporate communication with all stakeholders, going beyond customers to include employees, stockholders, journalists and providers can be used to reinforce corporate identity.
- In today's highly communicated world, customers, journalist and competitors will inevitably notice when the actions of an organization are at odds with its words. Thus, the concept of corporate identity can be broadened to encompass the way an organization behaves and communicates, as well its values and its organizational culture.
- Although definitions of corporate identity are in disagreement, the benefits of having a strong CI are not in doubt. It can make one organization stand out in a crowded market, it may allow it to go with confidence into global markets, and it can help attract and retain high-caliber personnel, for instance. Corporate identity can even become a source of strategic guidance, since if identity is to go beyond a mere decorative add-on it must be enmeshed with the values and strengths of the organization.
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