We are big believers in the importance of great graphic design in creating visuals for a powerful corporate identity.

From a big picture perspective, the visual identity of a company has an impact with employees, its fundamental corporate mission and its relationship with customers. Companies that have stronger corporate identities outperform their competitors. They’re able to attract and hire better employees. They’re able to make deeper connections with customers. Having a strong corporate identity is a true competitive advantage.

The essential goal of corporate identity is to distinguish your business and have it stand out in the marketplace. That’s easier said than done. A great logo is the key to a powerful corporate identity, followed by a great typeface and high impact colors. In order to stand out from the crowd, think big and bold. The brand you are creating should capture the personality of your business, whether it’s fun, dynamic, safe, creative, or ultra professional. Don’t rush this all important decision, since you’re going to live with this new corporate identity for a number of years.

Another goal of corporate identity is for it be consistent and unified; one that is coherent throughout the entire organization and through all of your marketing efforts. Great graphic design and imagery help make that happen. Great companies understand the importance of leveraging their corporate identity throughout everything they have, from their office colors to all of their marketing efforts such as business cards and letterhead to brochures and vehicle graphics. Your brand identity should be everywhere you are.

If you just started a new business and are in the process of creating your initial corporate identity, or perhaps you’re re-branding your existing business, here is a comprehensive corporate identity checklist to work from:

20 Essentials that Make a Visual Corporate Identity

1. Logo
2. Tagline/Slogan
3. Business Cards
4. Letterhead
5. Envelopes
6. Website
7. Presentation Folders
8. Brochure
9. Company Apparel
10. Vehicle Graphics
11. Exterior Signage
12. Trade Show Booth
13. Direct Mail
14. Email Marketing
15. Social Media Channels
16. Newsletters
17. Billboards
18. Print Ads
19. Newspaper/Magazine Ads
20. Banners

Branding your business is one of the most important elements of creating a long-term successful company.

The first question we need to answer is “What is a brand?” People have many unique and at times different meanings for the word brand.

According to Entrepreneur Magazine’s Encyclopedia, Branding is defined as:

“Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.”

I like this “big picture view” on branding. To add to this definition, a company’s brand has an impact on its employees and that company’s relationship with customers. We’re talking about establishing an emotional connection that culminates into a special relationship. Companies that can connect their brand to customers’ emotions and lifestyles are even that much further ahead in the game of mind-share. A great example of this would be the company Apple.

Apple’s mission is centered around their commitment to bringing the best user experience possible through highly innovative products and services. The Apple corporate identity is about simplicity. While their products and services are certainly sophisticated, their message is about removing complexity from people’s lives. It’s centered on a real connection with customers and helping to shape their everyday lives.

The iPod changed the world of music and the way listeners experienced music. The iPhone was a revolutionary product that reinvented the phone. If you know people who are fanatically loyal to their Apple products and services, you can see for yourself the emotional connection they have with the Apple brand and how intimate those products are interwoven within their lifestyle.

As we mentioned earlier, establishing that emotional connection and lifestyle integration with customers is what branding perfection is all about. How can your company do a better job of branding?

Here are my TOP 10 Most Respected Brands in the World:

1. Apple
2. Starbucks
3. Coca-Cola
4. Walt Disney
5. Fed Ex
6. Nike
7. Pepsi
8. Amazon
9. Harley Davidson
10. IBM