All organizations have an identity. Corporate identity is the process defined as the institution for all the activities of an organization in public relation administration. Okay argument on the corporate identity states that, “it is not only visual designs, but a combination of designs, communications, behavior, philosophy, and culture. All these components are used by the organization to compose a “corporate identity.” As a result of the corporate identity activities a corporate image is established” (2005: 39).

1. Mehtap Malumbo
Corporate Identity
ABSTRACT
Individuals need to express themselves with an identity so are corporate or organizations. The
first traits of identity symbols trace back to the use of coat of arms for kings, nobles, cities and
on army uniforms. The aim of these signs and symbols were to hold the people together,
create a common soul and communicate their goals as one. Nowadays, organizations have a
similar approach towards a corporate identity. Okay’s explanation, “they use their logos,
corporate colors, behavioral style, and communications methods to differentiate themselves,
to stick in the minds of their target audiences and to create strong corporate image. They also
integrate the internal stakeholder using the corporate identity” further emphasizes the use of
corporate identities (2005: 17).
All organizations have an identity. Corporate identity is the process defined as the
institution for all the activities of an organization in public relation administration. According
to Olins, corporate identity answers three key questions: Who is the organization? What does
it do? And how does it do? (As cited in Olins, 1990) Okay argument on the corporate identity
states that, “it is not only visual designs, but a combination of designs, communications,
behavior, philosophy, and culture. All these components are used by the organization to
compose a “corporate identity.” As a result of the corporate identity activities a corporate
image is established” (2005: 39).
In this study, it will be analyzed that the effect of corporate identity on positive
corporate image. Additionally, the contribution of other important corporate identity concepts
shall be discussed.
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2. CORPORATE IDENTITY IN TERMS OF PUBLIC RELATIONS
Cotler and Armstrong’s definition of the concept of corporate identity explains:
Companies use public relations to communicate with their publics by setting objectives, choosing PR
messages and vehicles, implementing the PR plan, and evaluating PR results. To accomplish these goals,
public relations professionals use several tools such as news, WOM, internet and special events. They
prepare written, audiovisual, and corporate identity materials and contribute money and time to public
service activities (2008: 441).
THE CONCEPT OF CORPORATE IDENTITY
Okay emphasizes that corporate identity refers to what the organizations or corporate
communicates through various channels. On the other hand, corporate image refers to how the
public views these organizations or corporate. A Corporation cannot build the corporate
image because it cannot control the context in which their communication is understood,
interpreted and received (2005: 96). “Originally, corporate identity was synonymous with
organizational nomenclature, logos, company house style and visual identification. Many
corporate identity practitioners had (and have) their roots in graphic design and
understandably a good deal of importance were assigned to graphic design” (Riel and Balmer
1997: 1). According to Blythe,
Corporate Identity is the outward manifestation of the organization, a visual means of identification. It
includes not only the corporate logo, but also the house style used on the company’s letterheads and
corporate publications, interior and exterior design of buildings, staff uniforms and vehicle livery and
packaging and products (2006: 148).
THE IMPORTANCE OF CORPORATE IDENTITY
One such theorist, Akdemir, explains that corporate identity is defined as characteristics of a
corporation and designing skills that differentiate from others, reflecting of skills and
introducing concrete personality. Corporate identity is used to distinguish corporations from
their competitors and present marketing opportunities. Therefore, many corporations need an
effective corporate identity management. The importance of corporate identity is increasing
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3. day by day with the degree of remembrance of the corporation and its image having effect on
consumer preferences (2003: 93). According to Melevar and Jenkins,
Firms have become increasingly aware of the importance of developing and managing their corporate
identity. The identity of a corporation has been recognized as a strategic resource and source of
competitive advantage. Effective management of corporate identity can serve to address the needs of the
firm’s important stakeholders by generally inspiring confidence in the company to all target groups
(2002: 1).
A well-planned corporate identity covers both internal and external corporate advantages.
Internal corporate advantages
According to Tuna, top management can discover the motivating power behind the
organizational behavior of their corporation and its employees. Additionally, human resources
managers can better understand the employee personality required for their corporate
environment. This approach helps in hiring employees that will be beneficial to the
organization and avoid costly mistakes that would have otherwise been incurred. As a result,
employees get a better understanding of the corporate goal vision and characteristics hence
willingly support the corporation (2007: 16).
External Corporate Advantages
Similarly, Tuna mentions that after the completion of the corporate identity process, the
results are evaluated to determine the shortcomings or mistakes in the percept of the
corporation. The press, unions, suppliers, distributors, resellers and other important parties
through better understanding of the corporation’s vision and mission, they will be supportive
to the corporate and be persuasive to the public (2007: 17).
CORPORATE IMAGE
According to Okay, corporate image is the individuals’ thoughts about an object, a
corporation or another person. These thoughts not always coincide with the facts. Everyone
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4. may have an individual image. To create a positive corporate or individual image, various
image improvement activities are necessary (2005: 242).
THE DIFFERENCES BETWEEN CORPORATE IDENTITY AND CORPORATE
IMAGE:
Okay notes that corporate identity plays a major role to form a good corporate image.
Although corporate image expresses desired situation, it also defines concrete activities.
Corporate identity includes corporate design such as logo, colors, symbol, corporate
communication, corporate behavior and philosophy. These elements affect each other. Use of
these elements in an organization composes the “corporate identity” (2005: 242-272).
HISTORY OF CORPORATE IDENTITY
According to Tuna, identity has emerged with the naming of institution, its logo, style and
visual identity between 1950 and 1960. Identity was defined as elements of corporate
behavior and corporate communication between 1970 and 1980. In 1990, the concept of
corporate identity gained great importance with establishment of Internal Corporate Identity
Group (2007: 9-17).
Balmer and Van Riel argue that corporate identity is the corporate philosophy, design,
corporation’s member behaviors and communication (1997: 2).
CORPORATE PHILOSOPHY
Okay claims that corporate philosophy is based on a corporate foundation idea about itself. It
consists of top management’s targets and the foundation of business structure for a corporate
development. Corporate philosophy has three main functions. First, the orientation functions.
Orientation function appears from corporate foundations which combines important rules.
Thereby, it sets the direction for the corporate behavior. Second is the corporate philosophy.
Written corporate philosophy plays a major role towards creating a corporate identity. It
supports in making life easier employees. It creates strong relationships with target audiences.
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5. Lastly, the motivation functions. Motivation integrates employees with the corporation.
Motivation requires that employees be assigned suitable tasks and be shown respected (2005:
111). An article on the concept of philosophy statement states,
philosophy statement is that it may contribute to organizational performance by inspiring employee
motivation or feeling of commitment to the organization. It the lofty ideals expressed in the philosophy
statement resonates with the private values of employees, and then employees may be more willing to
view the meeting of organizational ends as consistent with their own desires (Ledford, 1994: 8) .
THE CONCEPT OF CORPORATE DESIGN
Tuna argues that corporate design refers to the appearance of an organization and its products
with respect to the target audience of the corporate identity. Corporate design comprises of
corporate visual elements such as; its name, slogan, typography, logo or symbol, color,
product design, environment design, promotion products, publications and office design. All
Corporate design activities should align with the principles of management effectiveness and
efficiency (2007: 73).
Corporate Identity Manuel
It is a kind of booklet that includes the rules about the corporate design. Using of corporate
colors, typographies, letterheads, shapes of documents etc. are the important elements of the
corporate identity manual. Nowadays, with the developing technology, corporate identity
manuals are published on the internal network of the organizations (2005: 157). According to
Mckay,
a style guide is a rule-driven document that sets the parameters for consistency and acceptability for all
written materials produced by an individual or group. A house style guide is one that is produced for an
organization's internal use and is specifically tailored for its specific writing contexts (Mckay, 1997:
1).
Corporate Color
Geçikli says that color is the important and expressive element of every visual identity. The
corporations choose proper colors according to the intended effects on the target audience.
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6. Some questions should be considered; “what kind of meaning is communicated on integration
and feeling”, “does the color represent the attractiveness of the products”, “is it appropriate to
the corporate philosophy” and “Does it have an effective contrast against the competitors”.
Colors have different meanings according to different cultures. For example, while green
color connotes illness in Brazil, it connotes health in Denmark. Researchers have shown that
colors have effect on human psychology. Red means powerful, impulsive, active and
energetic. On the contrary, blue connotes relaxing, cool, soft and reality. Green connotes
relaxing, calm, comfortable and reliability. For this reason, many banks use green color
(2008: 217).
Logo and Symbol
According to Öztürk’s article, corporate logo consists of letters, words or numbers that
represent the corporation. Symbols can be represented as colorful or uncolored, two or three
dimensional graphic. Some corporations use both to capture their target audience’s mind.
Therefore, symbols should have an appearance that aligns with the corporate identity. Logos
must have a structure that is interesting, different, reflecting the professionalism and also in
line with the vision and mission. Logo must be authentic (2006: 4).
Typography and Font Type
Okay expresses that typography is the form of size and layout in the printed publications. In
the corporate identity management, the choice of the most appropriate character plays a
central role. Some characters are designed to increase emotional tones and presenting power.
Some characters define a traditional corporation, some express modernity. For example
Times New Roman connotes smart, elegant, and traditional (2005: 144).
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7. CORPORATE COMMUNICATION
Akyürek notes that corporate communication is applied on long term basis to create a
corporate and maintain it or changing it. The key messages are transferred to the targeted
groups through corporate communication. It helps to make employees well informed of
corporate policies. Gossip procession lowers when employees access the actual information.
Corporate activities, projects, goals, financial tables are communicated to the right role
through use of corporate communication. Corporate Employees are informed of the corporate
happenings through corporate publications. Motivation rises with the communication of the
correct information (2005: 6).
Corporate Internal Communication
According to Theaker, “The flow of ideas, information and knowledge around the
organization is crucial to success. The role of communication as the process by which this
flow is achieved is central to the management of the organization” (As cited in Quirke, 1995).
Quirke sees need for change reflected in the shift from a limited number of internal
communications techniques, such as notice boards, memos and company newsletters, to more
interactive media such as meetings, forums, video conferences and email (2008: 234).
How to communicate?
Newsletters, brochures and handbooks, banners and posters, bulletin boards, system, Internet
and intranet, written on-premises announcement circulars, announcements, documents, and
reports. Corporate communication must be aligned to the corporate philosophy so that the
corporate identity is easily understood and the image is reinforced on the targeted group.
Alison Theaker elaborates that;
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8. a business can only achieve its best when everyone’s energies are pointed in the same direction and are
not at cross purposes. Employees need to have a clear picture of the overall direction and ambitions of
the company [and] a clear sense of wherever or she fits in and how [they] contribute to the company’s
goals (2001: 168).
EXTERNAL COMMUNICATION
Meetings
According to İşçi, introduction of the products, explanation of annual activities and business
trips are such applications of meetings. In meetings, we share our written and verbal
information with stakeholders. We also provide them information about the organization. For
example, press meetings have an important role that influences public opinion and giving
information. The reasons of these success meetings depend on public interest and information
of environment (2002: 45).
Press Relations
Colapinto states that media relations are essential in maintaining a strong image and to
influence media, employees and investors especially in large businesses. They are also a tool
to influence customers’ opinions and choices. Corporations have significant incentives to
target its information and manage the positive outlook hence bring the likely benefits.
Therefore great attention has to be paid to the relationship with journalists (2009: 1).
Exhibitions and Fairs
Okay states that exhibitions and fairs are some of the significant communication tools
occurring in face to face relationship with target audiences. They are ideal tools to transfer
identity, culture and design of a corporation. Attendees to the exhibitions or fairs, have
opportunities to see and recognize the participating organizations (2005: 192).
CORPORATE BEHAVIOR
Okay says that employee is part of corporate identity creation. There is an interaction between
employee’s policy and the corporate identity process. This is supported by internal and
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9. external Information Behavior. External public relations activities delivered by the
corporations’ public relations department. On the other hand internal information behavior
refers to internal public relation activities delivered by either corporation’s public relations or
internal communications department. Similarly, Social behavior refers to corporate social
responsibility behavior that includes ethic behavior and ecological behavior towards the
ecosystem (2005: 197).
CORPORATE CULTURE
Theaker says that “corporate culture refers to the way we do things around here” (Theaker,
2001: 99). All of the interactions and relationships are a form of corporate personality.
Corporate personality consists of corporate history, values, mission, vision and culture. It
penetrates employees’ mind, structure, process, product and services. Employees’ behavior
and their conversations are shown by culture. They are not written or verbal rules but every
employee knows and obeys them. Johnson and Scholes argue that stories, symbols, power
structures, organizational structures, rituals and routines, and control constitute the cultural
web (As cited in Johnson and Scholes, 2008: 141). According to Schein, it is
culture is both a dynamic phenomenon that surrounds us at all times, being constantly enacted and
created by our interactions with others and shaped by leadership behavior, and a set of structures,
routines, rules, and norms that guide and constrain behavior (2004: 1).
Göksel, Kocabaş and Elden imply that organizations can give effective and persuasive
messages through employees who believe in organization’s prestige and reliability. Thus, if
these organizations have loyal employees, they will be successful in the public relations
activities (1997:124).
Tuna states that organizations have to take action for harmonizing corporate culture
process. There must be adaptation for job requiring training. The orientation consists of
history and structure of the organization, organizational chart, product and services, policies,
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10. salary, working hours, training, insurance, employee services, colleagues, work environment,
tasks etc. This way, new employee is informed about organization and he or she feels part of
the organization. This situation creates high motivation (2007:44).
CONCLUSION
To sum up, corporations need to plan their corporate identity in order to move one step ahead
and to create stronger brand between other competitors in conditions of competition. Every
company has its own corporate identity, but more important is to manage whole work at once.
When it comes to corporate identity, first thing comes to mind is their logo, color and the
typography. In order for all these designs to be consistent and sustainable, companies need a
well prepared corporate identity manual. Corporate identity is not consisting of only corporate
design and symbols. Furthermore it is also consist of the connection between internal and
external corporate stakeholders, culture and corporate philosophy. These elements create
characteristics of corporate identity.
The aim of managing corporate identity is to find the best image, and to deliver the
message related with the image to the public. Corporate identity is formed with these elements
mentioned above. Image is integral of beliefs like, brand personality, emotions and
connotations that consists in the minds of stakeholders about brand.
Companies do not create their corporate identity on their stakeholders, but they create
their well prepared positive corporate identity image. Moreover, companies need to involve
their workers in every step to process. However the success will come with the workers who
embrace the identity, culture, philosophy and story of the corporation and their contribution.
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11. Companies need to move along with their external stakeholders, to create their plan
according to the stakeholders’ needs and to do a research about what similarities shown
between their identity and the image on their stakeholders’ minds. The companies which get
the same result in both of these can be called that they are succeeded about their identity.
As a result, symbols of corporation are agents of creating corporate identity and to
maintain integrity. The companies that are strong on creating corporate identity can be
recognized easily with their good, service, public relations and advertisement, and they easily
catch the trustworthy corporate image.
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