Guest blog by Roos Jansen from iWriter
Every company should use a well-considered house style. Yet this is not (yet) self-evident for every company. Companies often have to deal with various types of documents, including contracts, policies, quotations and reports or, for example, advertisements. Because various employees prepare these documents, there are countless variations in layout. A pity, because you miss out on a crucial step in your branding and this also creates a confusing structure within your own company. This article shares why a successful corporate identity is important and what you can do to use it.
1 A house style gives direction to your company
A corporate identity reflects your identity. It shows the world who you are and what you believe in. If you have not set this up, it is difficult for your own employees to envisage the direction of the company. In addition, the outside world does not know what they can expect from you. With a house style you show who you are and what makes you distinctive.
2 A house style creates an image
A consistent corporate identity contributes to a professional appearance. It ensures recognisability and trust. Determine with your company which image you want to use and radiate this with your house style. Since corporate identity is a broad concept, this can be done via all kinds of variants, such as: color, image, font, writing language and sounds. When you want to come across as a company with a lot of attention and attention to the customer, it is not smart to use a lot of red colors. This generates too much call-to-action and intrusiveness.
3 A house style ensures expectations
With you image create your expectations with consumers or other companies. For this reason it is important that your company is aware of this to respond to this. Do you find yourself not appealing to the desired customers? Then try to adjust your house style to meet consumer expectations. For example, you have cookies in a bare package to come across cheaply and cookies in luxury packages made of thicker material and warmer colors to come across as luxury.
4. A house style makes you recognizable
With colors, sounds and, for example, the way you speak, you make your company recognizable. Consider for example T-Mobile with its own 'Jingle'. When someone hears this Jingle on the radio or on television, T-Mobile is often thought of immediately. By making consistent and repeated use of your house style, you develop recognition. This in turn influences the reliability of your company.
5. Keep your corporate identity consistent
One of the most important things is to implement a house style consistently. It is essential that no unexpected changes occur and that your style remains virtually the same. There are various ways to implement and maintain a corporate identity in a professional manner. An example of this is through the use of software that works on the basis of central corporate identity templates. By once defining the house style rules within a corporate style document, the correct fonts, colors, logos and margins are always and everywhere used. This ensures that you have the right corporate identity and the design never detracts from the content. There is also 'smart software'. Smart software goes one step further. The context of the logged in user then determines the house style to be applied, logos and linked data such as addresses and telephone numbers.
Check carefully whether your company uses its house style optimally. If not? Then, together with your team, determine which course you want to take and possibly involve a house style developer to adjust your house style. Finally, it is crucial to maintain this style. This can be done through various software and contributes to time efficiency, giving you more time for the real thing!