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Who knows intrincally, who he is?
This provoking question has already in the Greek antique been a starter
for the request to " Recognize youself! "
A frequent misunderstanding is the equating of Corporate Identity with
Corporate Design: With the view into the mirror "recognize"
means clothe style (the Design); I will however not be able to recognize
my identity there.
But for what a Corporate Identity is needed, if there is already a Corporate
Design?
An enterprise do not need an identity, if it has an owner. Because his
conviction is nearly always the identity of the enterprise. It is different
with enterprises, whose lines change more frequently or which are radically
changed (by follow-up or assumption). The Corporate Identiy stands in
the area of conflict. In these cases already small changes are sufficient
to decrease enterprise or brand values. If e.g. instead of a sponsoring
of the local football club a tennis tournament is sponsored, that gets
a symbol character. It does not have to be bad. But it should stand in
agreement with the company targets and thus with its desired image . Nothing
is faster destroyed than brand values.
The Lünstroth Brand Advisors always see the symbol strength for the
enterprise image and provide detailed timetables for handling with highly
symbolic actions in the public, imageshaping area.
