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Corporate Identity Development Process: Complete Guide

Jan 31, 22  |  Ibrahim Imran

A corporate identity, as the embodiment of practically everything your company is and does, may inspire customers and create brand loyalty. As a result, your company's brand identity is critical to its long-term success.

So, if your brand is more than just a logo, how can you achieve what Coca-Cola has done and incorporate other distinctive characteristics into your company's identity? In this article, we’re going to uncover the corporate identity development process and break them into six essential components. 

>>> How to Take Your Brand to the Next Level 

Corporate Identity Development Process: Step by Step

The success of your business depends on the corporate identity you’ve established in the market. Hence, in order for your business to thrive, here is the corporate identity development process step by step you definitely need to follow. 

Begin a Market Analysis.

Examine your target market, value proposition, and competitors. These five points should be clarified and understood.


It's no secret that everyone has distinct desires. You can't (generally) market a product to a pre-teen in the same way you can to a college student. To build a brand that people would adore, you must first figure out what your audience wants from a company in your field.

Competition & Value Proposition

What distinguishes your company from others in your field? What do you have to offer your customers that no one else does? To build a great corporate brand identity, you must first determine what sets you apart from the competition. Observing your competition will teach you which branding methods work and which don't.


You know what your company does, but make sure you have a mission statement that explains your vision and objectives. In other words, understand the objective of your company – you can't really establish a personality for a company unless you know what it's all about.


Even though you aren't necessarily branding an individual, being personal when building a brand image is still possible. Use font, colours, and pictures to convey the brand's identity. Then add to that visual portrayal with your tone of voice: Are you, like Nike, a confident company with a lot of sass? Or, like Givenchy, are you posh and polished? In any case, make sure to build your brand as a way to represent your company.

Although research might be tedious, the more you learn about your company, the better your brand identity will become.

SWOT (Strengths, Weaknesses

Finally, a SWOT Analysis will help you gain a deeper understanding of your brand. Consider the brand's qualities to determine the characteristics you wish to portray in the brand.

The acronym SWOT stands for:

Strengths: Positive aspects of your company that provide you an edge over the competition.

Weaknesses: Characteristics that are detrimental to your company's success.

Opportunity: Changes and trends in your industry that present opportunity for your company.

Threats: Environmental or industry factors that may pose a risk to your company.

Create Your Own Logo

An essential step in the corporate identity development process is designing the logo of your business. Although the logo does not include the complete brand identity, it is an important aspect of the branding process because it is the most identifiable feature of your company. It's on your website, business cards, and internet adverts, among other places.

Integrate Language that You Can Use to Communicate, Advertise, & Represent.

You're ready to integrate your brand into your community now that you've developed your brand within your firm and performed all of the essential measures to develop it.

One of the most effective methods to achieve this is for your company to produce high-quality content.


Use terminology that reflects your brand's personality. If your brand is high-end, use formal language; if it's more laid-back, use conversational language. Because the language you use as a brand will be used throughout the company, it's critical that you carefully develop your tone to match the personality of your brand.

Emotion & Connection

People are fascinated by stories. People adore stories that make them feel something (emotionally and to action). A strong brand identity can help consumers form an emotional bond with a company, which can serve as a solid basis for developing a long-term relationship.


Ad design, whether traditional or digital, is the most effective approach to introduce your business to the public. It's a method of ensuring that your brand's message is seen and heard by your target audience.

The Internet and Social Media

Another excellent strategy to communicate with your customers is to use social media. There is a lot of digital real estate available on the internet, and you can utilise it to develop your brand identity. Coca-Cola makes excellent use of its Facebook cover photo real estate once again by sticking to the happy theme.

>>> Is Branding a Key Marketing Tool?

Know what to stay away from.

If you really want your corporate identity development process to work out, you must determine what you need to avoid. Even if you follow all of the stages to establishing a strong brand identity, if you engage in any of the following behaviours, your brand may falter or fail.

Don't send mixed messages to your customers.

Know what you want to convey and how to say it using the right language and pictures. What makes sense to you, does not mean it will make sense to your audience. 

Don't try to be like your competitors.

Because you're selling the same items or services as your competitors, you might want to stick to what you know works – don't. Take what they're doing and add your own spin to help your company stand out even more in your sector.

Maintain consistency between online and offline activities.

Although your print materials may change slightly from your online presence, your colours, typography, concept, and message should all be consistent.

Scale instead of sacrificing.

As your company expands into new channels, resist the temptation to merely follow trends that aren't in line with your company's DNA. Scaling identity only works when you iterate off of your original music sheet rather than composing a completely new song.

Keep Track of Your Brand’s Identity 

It's impossible to tell what you're doing properly (and what you're not) without measuring critical performance measures, just as it is with other areas of your marketing.

You should use tools such as Google Analytics, or check out comments, social media debates in order to find out how people “see” your business and what they have to say about it. This will allow you to make adjustments to your brand as needed, whether it's to repair a mistake or better your brand identity.


So, there you have it. The 6 essential corporate identity development process steps that will assist you in taking your brand’s identity to the next level. If you want professionals to help you out, connect with the best branding companies in the world right here at Distinguished.io! 

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