CORPORATE

COOMUNICATION(CI)

• Communication can mar a product or

even a company ;whereas a brilliant
piece of communication can save a
product from oblivion or give impetus
to an otherwise unknown company.
 What is CI?
• When communication is a well organized strategy
on behalf of the company it is called corporate
communication.
• Corporate communication aims at having a
uniform and clear impact on its audiences through
different types of communication which include,
advertising internal communication,marketing
communication and so on.
 Corporate Communication aims at:

• Increasing sales
• Positioning
• Brand awareness
• Building reputation
• Building a Corporate Identity
• Sustaining a favorable Corporate Image
Understanding Corporate Identity
• It is the projected or perceived”personality”of a company .
• Personality encompasses the psychological,
emotional,intellectual and physical characters that make
the organization unique.
• Visual elements that represent the company convey the
CORPORATE IDENTITY
• The cumulative effect of all projected elements –planned
or not-that represent a company and leaves an impression
on the observer is CORPORATE IMAGE
 Purpose of CI
• A company’s visual communication
material is an expression of that
corporations philosophy, abilities, and
culture.
• It can announce or mumble, inform or
confuse, delight or depress, stimulate or
imitate , and make or break a sale.
 Segments addressed by Corporate
Identity programs

Customers Legislative bodies

Dealers Financial community
Present employees Banks
Prospective employees Shareholders
Buyers Investors
Competitors Possible Acquisitions
Suppliers Foreign collaborators
Net surfers others
 Channels of corporate communication
1. Web site 11. File covers & flaps 20. Company vehicles
2. Company profile 12. Contracts & tender 21.Environmental
3. Annual reports documents graphics, exterior
4. CMD statement 13. All kinds of cards signage's, all outdoor
14. Press kits & release media , neon signs & kiosk
5. Booklets, catalogues
brochures 15. Advertisements 23. Products &Packaging,
labels, stickers. Cartons,
6. News letters 16. Announcements tags , Price lists etc
7. Stationary for 17. Notices 24. Calendars
external & internal 18. Newspaper, hoardings
use 25. Uniforms, lapel pins &
posters banners ties
8. Sponsorships, 19. Building & equipment,
donations & 26. Linen , cutlery, gifts
facades &interiors
certificates
9. Telephone directory
& yellow pages
10. Computer screens
 Elements that communicate identity
1. Name of the company
2. Communicative name – Amul,( GCMMFL),FMS
3. Names of divisions, products , subsidiaries- Parent
4. Logo
5. Symbol
6. Slogan-
7. The parent company – its transaction, products and services
8. Mascot
9. Trade mark
10. Signature
11. Colors
 Who \what creates Corporate identity
• Top management support and involvement is
critical in clarifying corporate identity
• Vision mission core values (VMC) articulate the
principles according to which the organization acts
, and the standards according to which it is willing
to be judged.
• VMC are like a security to fortune since it secures
and strengthens moral reputation of a company;
not leaving anything to chance ,or default while
trying to ensure positive result by actually writing
it.
 Implementing Corporate Identity (CI)
• Clarifying the CI- Strategic task involving top
management and shared across all levels of the
organization
• Identifying a suitable outside agency to design the
communication materials
• Deciding the target audience
• Elements to be considered at all times to ensure
FOCUS, & CONSITENCY( slogan, symbols,
logo etc)
• Avenues for coverage ( Web , Stationary etc)