They are those symbols that make it unique and allow its identification. But besides being the image itself, it also has the capacity to transmit the values that our brokerage, which is behind this brand, has. How is it possible to create this image nowadays?

The corporate visual identity and the brand logo

Before going into the tools available for the construction of a corporate visual identity, it is necessary to know how to differentiate between it and its logo, since it is often thought that they are the same.

The corporate visual identity is all those attributes and values that are part of a brand, and that with time forge its image. While the logo refers to the letters, images and symbols that allow the identification and recognition of a company, brand or institution, the identity goes beyond and includes its actions, decisions or the position it takes before certain situations. That is to say, it extends to the cultural and organizational scope of the company.

In addition to the perception of potential collaborators, it also affects the perception of the customers themselves. When consumers choose a brand and remain loyal to it over time, they do so not only because of the quality of its products and/or services, but also because they identify with the values it conveys. And it is this bond that allows them to become brand ambassadors.

Why is it important to have a corporate visual identity?

All the actions carried out by a company communicate a message to its audience. Whether it is the logo, the corporate cards or its website, each of its elements becomes a marketing tool, from the colors and images chosen to the design itself. Through all of them, the essence of a brand and what can be expected from it is transmitted and communicated.

This message and values that are transmitted must be in accordance with its actions. Otherwise, it would lose the public's trust. This would be the case of companies that are committed to environmental protection, but in practice participate in its destruction. It may take 20 years to build a reputation, but it only takes five minutes to destroy it.

In sectors such as insurance, the contracting of their products and services are not one-off purchases, but establish a commercial relationship that lasts, as a rule, one year. They therefore have a fixed customer base that represents a large part of their revenue. It is therefore necessary to take care of this relationship and maintain consistency between what is said and what is finally done.

The subjective aspects of a corporate identity

When creating a corporate visual identity, subjective elements must be taken into account. Although they are not tangible, they arise from each of the daily practices of the company.

These aspects are, first of all, consistency, which is the example we mentioned earlier, when a company contradicts itself between its discourse and its actions; secondly, differentiation in its actions, which is an effective tool to capture the public's attention.

Also, the relevance between the brand concept that is created and what its audience expects from it. Therefore, it is important to know who exactly is the target audience we are addressing as companies and finally, reputation, which cannot be directly influenced, but is gradually built on the three previous pillars.

How to build a corporate visual identity

Now that we know what a corporate visual identity consists of and the different aspects that must be taken into account, let's learn how it can be created. This is usually collected in a manual, which will serve as a reference when making any decision.

Define your values

Although the corporate visual identity refers to those elements that are perceived, we already know that they must be in line with the values of a company. Thus, you must first define what a company does, what its objectives are and how it is going to achieve them. In other words, the company's mission, vision and values must be established. These three will serve as a reference for all the people who are part of it.

The mission is the raison d'être that justifies the existence of a business. The vision is responsible for establishing the goals to be achieved, and the actions to be carried out will be developed according to these goals; thirdly, the values, which elaborates the code of conduct, the guidelines of behavior and the ethical principles to be followed.

Develops the corporate image

The corporate image is equivalent to our own image as a brand, which is perceived through our logo, our website and even the decoration of the physical spaces. What aspects should we include here?

- The commercial name or that of the domain name used, and which, generally, is the same name of the brand.

- The logo. The logo is the maximum representation of a company, since, although it may not be remembered exactly what it does, it allows identifying its name within a group. When choosing a design, it must be taken into account that nowadays it must be able to be used both in offline and online channels, as well as in different platforms. Over time, many companies modify the typography used, the shades and even the color.

The example of McDonald's is well known, which years ago changed its striking red color for dark green, in an attempt to relate its image to the colors of nature and ecology, hence it also expanded its product offering.

In the world of insurance, Car Mobility System (CMS) has modified its image and website, and has used a more dynamic design and colors that transmit security and stability. Pelayo Mutua de Seguros has also made a new logo proposal this year, using similar tones to those chosen by CMS. And from MPM Software we have modified our corporate website, to incorporate a greater dynamism in line with modern times.

Its slogan. The use of slogans has lost popularity over the years, but it is still an effective way to summarize the philosophy of a company.

Establish your language

In addition to choosing the communication channels to be used, the language to be used in them must be defined. As we mentioned at the beginning, there must be coherence, as well as uniformity and consistency. But in addition to business communication, relations with collaborators and customers should also be along the same lines, and be adapted to the type of audience you are addressing.

Take care of your online reputation

The ease with which a brand's reputation can be destroyed nowadays is mainly due to the virality of messages. The website is the showcase of a brand and cannot be missing to build a corporate visual identity. In addition to this, social networks contribute to the humanization of a brand and make it possible to deal directly with current and potential customers. And thirdly, the opinions of users can be decisive for the purchasing decisions of those who read them. Therefore, keep an eye on what is being said about you and use the comments to make improvements in your actions.

Since a company's corporate visual identity defines its own personality, it cannot be taken lightly, and it is necessary, therefore, to have marketing professionals who are able to act as a link between what a company wants to convey and what is perceived with its corporate image.