Corporate identity is created through corporate image, which is the perception of stakeholders about the company developed over the years due to good and ethical governance. The long term sustainability of the company depends on good governance and risk management to face competitive challenges in turbulent times. The corporate identity along with appropriate strategy may help in overcoming the difficult times. Corporate exists in social environment, and society needs to support it.; and this can come through observance of best practices and building up of corporate identity. However the efficacy of corporate identity as strategic tool is required to be established.

Walking the talk necessitates fast response to customers and stakeholders. Organizational governance and customers outreach programs empower the sustainability efforts of an organization. Not forgetting social responsibility in its active meaning.

Sure time is a factor for strategic impact.

Corporate identity is like a person's ID within an environment where the ID is a fundamental requirement for survival. Therefore corporate identity is a representation of the strategic brand image necessary to serve the surrounding eco-system and in particular to create partnerships to capitalize on for long term co-existence.

Hi Jaharkanti,

Is it possible that when a company cultivates a certain "corporate identity" as a STRATEGIC TOOL, that this demeans the entire process? What I mean is that if a company--as is done by persons in the entertainment industry-- strives to project a certain public image merely for the purpose of gaining a competitive edge within a given industry, can we -- the public -- really take this "corporate identity" seriously? Shouldn't corporate identity be organic -- something that naturally arises from a company's adherence to its own creed; e.g., Toyota's creed obligates it to be an environmentally concerned company ("green," as Toyota says). So in any place that it sets up shop, it runs a green operation -- even in LDNs without any environmental regulations with which companies must comply. Thus, it is not just image when it comes to being green, Toyota is green -- not just by saying so, but by its actions. That is the difference between having THE PUBLIC IDENTIFY a corporation with certain positive ideals in contrast to the company itself claiming a certain corporate identity/image as part of its strategic plan. Toyota is known as an environmentally concerned company; this is an EARNED "corporate identity" -- not a contrived one.

Perhaps I am reading too much into "strategic" and you do not mean that it is a deliberate strategy to cultivate a certain image, whether the image is accurate or not. For instance, perhaps you do not intend to include financial institutions which are prone to include words like "trust", "fidelity", "prudential", "providence" in their names in order to project a certain image of reliability, prudence, and longevity. Of course, we now know that these names were more of a strategy than a reflection of the stability of financial institutions or the honesty of their operations -- a painful lesson from the lingering financial crisis during which these financial institutions have been dropping like flies.

At any rate, the point I want to make is that STRATEGICALLY cultivating a positive corporate identity through the use of PR is to be looked down upon whenever the discerning observer would ask, "Where's the beef?"

Gwen

HI Gwen

Well said. Not being up to the message reflecting the creed of the organization causes loss of credibility. Therefore, these companies or institutions who used marketing and PR as a tool to reflect their corporate identity without adding any value to the general public are doomed to fail as what happened with certain financial institutions which took advantage of the trust of the public.

At any time the public has the utmost right to ask "Where is the beef" if they feel they are taken advantage of in the process of campaigning with corporate images which do not reflect the real thing.

If a well tailored corpotare identity is consistent with corporate culture and values added by corporate to shareholders it may work to have advantage in competitive environment.

Dear Jaharkanti,

The above commentators mainly commented on the corporate identity from an external viewpoint. However, I would like to stress that corporate identity is also an issue for the human resource deparment of a firm. In case employees can identify themselves with the company they are working for, corporate strategy will become easier to implement. Resistance from the bottom can have severe impacts on strategic decisions made on the top of the firm. Thus, cultivating corporate identity among employees may be of strategic importance.

Paul