Not only people have a personality!

Corporate identity: Why a successful company needs its own

personality
Everyone has their own personal identity, an image of themselves, a notion of the impression they
want to make on other people. This manifests itself more or less consciously in the way in which they
present themselves, how they behave, dress, talk, and so on. All of these and many other
characteristics make up their own individual personality. Just as with people, companies, too, have a
personality. This is shaped by a whole series of characteristics, and driven and coordinated by their
various forms of expression.
Felix Abt, serial entrepreneur, director and consultant

Generally speaking, identity can be described as the collective characteristics that make a person or a
company definitely recognisable attributes that are distinct, personal and unique. A key factor here is
congruence, i.e. the personality of the company must be in harmony with its outer shell and its forms
of expression. Therefore identity is also congruence.
If congruency and thus also the related self-perception is lacking, serious communication problems
can arise both within the company and towards the outside. Aspects that correspond with the firm's
corporate identity are implemented much more vigorously and thus have much greater impact.

Formulating and coordinating actions and forms of expression

A company creates a strong identity by consciously formulating and coordinating its actions and ways
of expressing itself. This applies both within the company and vis--vis the public at large:
A company needs to develop a we consciousness, that is a super-departmental manner of thinking.
We are the company; we identify ourselves through the company. The sometimes more, sometime
less distinct, unproductive frictions that arise in many companies between the technical, financial,
sales and production departments can thus be resolved. Corporate identity aims to bring about
harmony within the company, its hierarchical levels, its departments and thus its staff, and to
strengthen its image among the general public.
Inner harmony is vital
A corporate identity that aims to give an image of a strong, reliable and trustworthy partner requires
inner harmony. Consequently, the magic triangle of corporate governance must also be in equilibrium.

Result orientation

Technological orientation

Needs orientation

Therefore, if there is conflict in favour of a particular orientation or against one or both of the others,
there are no winners, only losers.
Inner harmony creates a closed, holistic image of the company in its various markets (sales,
documents, staff, capital). And also in its social environment the company as an integral entity,
unmistakeably and instantly recognisable.

Corporate identity draws its essence from the purpose of the company, its mission, and its
unmistakable expression of intent as is laid down in its guiding principles and strategy. These should
be known to each and every employee, and provide an answer to the strategic questions, Who are
we? and Where are we going?.

The way in which we present ourselves

In its corporate identity, the companys outward appearance and forms of expression should correlate
with its purpose:
Corporate identity has the greatest impact on the public through the conscious, uniform design of its
graphic appearance, that is, of all its business documents, rooms, offices and buildings, its website,
sales publications such as manuals and brochures, its entire range of advertising material, job ads,
uniforms and work clothes, company cars and exhibition booths, to mention just a few examples. Of
course, the companys logo is also an important factor in this respect.
However, corporate identity embraces much more than that. It is characterised by the way in which the
company conducts itself. That includes its style of writing letters just as much as the way the
telephonist answers the phone; the first impression visitors get when they approach the reception desk
and the way in which the purchasing or sales staff deal with customers; the expertise offered by the
employees and the working climate. All of these things somehow penetrate to the outside and make
themselves known to the public at large to varying degrees, sometimes positive, sometimes negative.
Consequently, corporate identity is closely linked with corporate culture, in the shape of the values,
attitudes, norms and modes of behaviour that are (or should be) inherent in the company.
It goes without saying that it is worthwhile for a company to consciously work on its corporate identity.
By doing so, they show their willingness to act in a targeted manner. For in the end, this willingness to
actively shape their personality determines the business relationships with those people who are
important for the continued existence and prosperity of the company. That means in particular
customers and suppliers, but also authorities, trade unions, training centres and banks.