Your corporate identity is both an indicator and a bridge. Allow me to explain.
If you want to know how’s a company doing, check its corporate identity. If it is as crisp and consistent as it can be, then you know they have the funds, the time, the team and the time to invest on their own.
If changes, however, lessen the value of the company or look like patches on a quilt, then you know there’s something quite fishy going on.
Arbitrary? Subjective? Could be. But bear in mind that this is a business that is based on perception.
Sharp tie, dirty shoes.
I once had a conversation with a designer, a close friend of mine, on which we were discussing about how to charge for our jobs. He had an interesting charging system based on his customers’ shoes.
It didn’t matter how they were dressed: if they had fine, polished, fancy shoes, he’d charge tons and offer credit; if they had lousy, dirty ones, he’d charge low but demand an advance.
It’s a matter of perception and priorities. To him, the way they treated their shoes was a reflection of how they managed business and self-image. To most of us, there are little details, perceptual, arbitrary details that make the difference.
That’s why I wear polished sneakers every time I go out with him. I always end up getting decent deals.
Time to be fancy
Think about this for a second: Do people identify your company’s colors?
It’s silly, but the combination (and proportion) of some colors create associations. Flags, for instance. They are one of the oldest corporate identities. Entire nations gathered underneath the values and principles these banners stood for.
… plus, people like shiny colors.
Consistency means power.
Keeping a polished, consistent corporate identity creates an aura of reliability. Keep that in mind this year and smooth your corporate image as much as you can.
Looks matter. Specially when it comes to business.
