There used to be an advertising slogan a long time ago, those who are old enough will remember it. It said “Image is nothing, thirst is everything”; as you can guess, it was a beverage commercial. This slogan, which was very popular at the time, was perhaps one of the first advertisements to tell the consumer “don’t be satisfied with what is offered to you, what is imposed on you, be yourself”.
This approach has grown in importance from those days to these days. Advertisements that did not give the customer his/her due, that directed him/her to “be something and therefore to buy” with the bombardment of images, and that put the product or brand at the center, have been replaced by a marketing approach that puts the customer at the center.
Nowadays, especially when messages for consumers are taken into account, the fashionable message is not “create an image for yourself and be loyal to it”, but rather “be yourself and be loyal to it”.
But don’t let this outlook fool you! After all, networks of interaction are still, and increasingly so, built on images – more sophisticated images. We all live in the era of hair that “looks messy and natural, but it takes hours to make it look that way”! Be natural but leave nothing to chance… That’s how to be natural!
In short, it is very important for both individuals and brands to create a well-thought-out image, but to present it in a very natural flow, free of compulsions.
One of the main resources for brands to present their image to their target audiences in a consistent way is the “Corporate Identity Guide”.
A corporate identity guide is one of the most important documents determining the brand’s image, including instructions on how to use the brand’s logo, colors, typography, language, marketing materials and other brand elements. Reflecting the brand’s essence, personality, values and target audience, this document helps the brand maintain its consistency and build a strong image.
In order to convey the importance of the corporate identity guide more clearly, it would be appropriate to briefly mention the following issues:
Brand Consistency
A corporate identity guide ensures that the brand maintains consistency, as it specifies the colors, typography and other elements that the brand should use. This consistency allows the brand to be more easily recognized and remembered by consumers. Presenting the brand consistently also helps consumers perceive the brand as more reliable and professional.
Brand Image
A corporate identity guide is also important for a brand to protect its image. A brand creates a certain image by using a certain color palette or typography. This image influences the perception of the brand’s target audience. For example, a technology company may want to create a modern and innovative image, so it will choose the appropriate typography and color palette in its corporate identity guide. The image of the brand helps to decide how consumers perceive the brand and what marketing strategies the brand will use.
Brand Recognition
A corporate identity guide increases brand recognition because it determines how the brand’s logo, colors and other elements are used. When the brand is presented consistently using the elements set out in the corporate identity guide, it is more easily remembered and recognized by consumers.
Brand Awareness
A corporate identity guide increases brand awareness. A consistent brand ensures that consumers remember the brand and recognize and recall it when they see marketing materials related to the brand. This increases the success of the brand’s marketing strategies.
Brand Value
A corporate identity guide increases the value of a brand. The value of a brand is based on consumer perception. When a brand consistently presents the elements defined in the corporate identity guide, it creates the perception that it is more professional, reliable and valuable.
Competitive Advantage
A corporate identity guide ensures that the brand stands out from other brands, has a unique brand identity and personality, and is remembered by the target audience. This increases the competitive advantage of the brand.
Communication Impact
The corporate identity guide ensures that the brand is effective in communicating with the target audience. A consistent brand will be more clearly understood and accepted by conveying the right message to its target audience.
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