Every organisation strives to be unique in many ways as it struggles to distinguish itself by its products and services.
It is based on this perception that organisations create unique identities to depict and project their corporate image. If
all banks go with the same name and the same symbol and service, then there would be no distinction or differences.
It would be observed that some organisations are popular on the negative side, some on the positive, while many, even
though doing well, are not popular. All of them require intensive image building for better public acceptability.
A good image goes with the Chief Executive who must believe in the best standard of business practices and develop
a committed interest on how he expects to be seen by the public. The purpose of promoting corporate identity is not only for
a company’s potential audience, but the general public who may come across its message. It must seek to be known more
and more by the public with a good image.
Corporate identity is associated with mission statements, slogans, names, symbols, and colour peculiar to an organisation,
its products and services preoccupation. There are times when a reconsideration of name, symbol and motto is necessary for
a merger, acquisition, divestiture and introduction of new services different from others or to change from a company’s
past activities which might not have been good enough.
Before deciding on trademarks, the following are to be considered.
Everything is identified by its name, no matter how big or small it is. A good name is the pride of everyone. Names
may be meaningful or meaningless, but this doesn’t matter. What matters is how the owners conduct themselves in the
society. An organisation’s name is appropriate if it indicates its line of business. But names are sometimes given to
immortalise someone or an environment. It may also be a qualifier of an event and/or action. For brevity, it is recommended
that a long name be abbreviated.
The symbol may be a sign, mark or character chosen to stand for or represent something. It may come in different forms,
ranging from an ordinary drawing to artistic concepts or even pictures to project an impressive idea, which must agree with
colours and the nature of the business. A good graphic artist, once given the concept, will produce an enhanced symbol to
the admiration of everyone.
The motto is a worded slogan or phrase expressing a guiding principle or rule of conduct of an organisation. The message
may be run on emotion, psychology or even pragmatism which will appeal to the larger public. In addition, the motto must be
brief and well-crafted statements which are easy to pronounce. Some prefer to have a mission statement which expresses the
philosophy of the organisation, its goals and aspirations.
Designs, graphics, logotypes and symbols, which should clearly depict the name and services provided by the organisation
must be pondered on. It can even be an abbreviation of the company’s name, which is graphically expressed. It may also
be to herald a product transformation. Logo and symbol are printed on letterheads, signboards, products, vehicles, gift items,
stationery and on banners during special events. They are considered to be brand image of the products and services and also
an in-house style and corporate image of the company. With the advent of the computer and its creative soft wares, better
graphics can be produced in a matter of seconds.
No good reputation is built over night. It involves a lot of planning, good will, outstanding performance, selfless
service and at times, sense of patriotism. This also involves activities that
create lasting and positive impressions for the organisation. The image is the central point of public relations practice.
That is the reason why the practitioner goes with many related professional names such as the image builder, image-maker and
even, image merchant. Activities bordering on social responsibilities, community relations, lobbying, and special public-spirited
programmes, are all geared towards achieving a better public image. It requires careful planning, development, implementation
The corporate identification components discussed above are deliberate articulations to communicate the lines of service
and interest of an organisation. They are primarily intended to register in the minds of the public and be easily recalled
by those who come across any of its features. For the reputation to remain indelible, the organisation must be involved in
deeds favourable and advantageous to the public, so that once the symbol is displayed anywhere, the name and services of the
organisation instantly come to mind. The Boxer ‘B’ of Julius Berger, the ‘Elephant’ of the First Bank,
the ‘Horse Stallion’ of the Union Bank and the ‘Green and White’ of the Nigerian flag, all linger
on, in the mind and create a clear understanding on their stands. From whichever way it is seen, clear and impressive images
may be used to monopolise or compete with others successfully.