Every self-respecting company of any size has its own house style. A corporate identity not only consists of a flashy logo and a smooth website design, but also includes everything that has to do with external communication and marketing. Large companies often have detailed books that explain exactly which fonts are used, which words may be used and whether the customer is addressed with 'you' or 'you'. But how does that work for small businesses?
Having a corporate identity is also of added value for smaller companies. Many entrepreneurs to think that branding and having its own corporate identity have died a silent death in this digital age, but paradoxically the digital revolution it only reinforces its importance. After all, there is much more content, so you have to remain recognizable. And what's really handy: even for the self-employed and SMEs, their own house style is now within reach.
How do you ensure a recognizable corporate identity?
In addition to that beautiful logo and that sleek website, it is also important to really bring your offline resources in line with your style to create a corporate identity. Via for example a https://www.123drukken.nl/ you can easily have business cards, envelopes and presentation folders made in your own house style. Do you also receive customers at your office? Consider notepads and other materials to put in your office.
It is also important to keep your corporate identity consistent and to apply it wherever possible. Add your logo to all the photos you post on social media and let your motto or core values be reflected in all your customer communication. By the way, you shouldn't just change a corporate identity: most companies do the same corporate identity for years, and you have to. Every month a new design is fun for your designer's bank account, but it does not help you.
What can produce your own corporate identity
But why would you actually put all that effort into it? Do you sell more if you use pre-printed stationery? It is not that simple yet, but a good house style certainly helps in making your business successful. This is best demonstrated with a few well-known examples.
- You have probably come across illustrations on social media with a short text in which the words are not separated by spaces, but by dots (in this way.). Half the Netherlands then know: this is RUMAG. What does RUMAG do? No idea, but the style is so recognizable that everyone knows the brand and shares the expressions on social media.
- At the time of the first iPod there were already other (better ...) MP3 players on the market. Why did everyone want an iPod? It was the most expensive player, and the only player with white ear plugs. So: white earbuds? iPod. Anyone who saw you with white earbuds knew you had an expensive iPod. All because of one different color.
- Finally, the textbook example when it comes to corporate identity: the posters of Loesje. A recognizable signature and a personal font were sufficient to let the whole of the Netherlands know the name Loesje. The spells are often thoughtful and funny, sometimes critical and absurd. One thing is certain: Loesje's house style has remained unchanged and known throughout the Netherlands for almost forty years (!). That is what a corporate identity can do.