Corporate identity

As markets globalise, competitive pressures grow and products become ever more interchangeable, the popularity of companies and brands becomes increasingly arbitrary. To remain clearly identifiable and differentiated under these circumstances, they need an unmistakeable profile that is reflected in all their dealings: in short, a corporate identity. When it comes to change processes, in particular, companies need to communicate distinct values that give orientation and create trust.

For Johanssen + Kretschmer, the corporate identity creation process therefore always contains two phases: the development of a distinct corporate blueprint and its implementation in corporate design, communications and culture.

Using interviews and workshops, we first identify the perceptions and interests of employees and management, and assess the expectations external stakeholder groups have of the company. Using this combination of internal and external perspectives, we identify a model capable of providing the basis for an identity.

Implementation of this model takes place on three levels: consistent corporate design exerts an emotional appeal and makes a company recognisable – both internally and externally. Corporate communications is where the company’s approach to communications is defined, while corporate culture constitutes the level relating to how a company behaves. Here, the model is mainly conveyed in interpersonal dialogue and in how management acts.

There is permanent pressure on companies to change. This calls for constant processes of transformation that have to be supported both by external stakeholder groups and by employees. This is why we view the development of corporate identity and its management as a continuous process.

Your contact person for corporate identity processes:

Sabine Steuerwald
Phone +49 (0) 30 520 00 57-36
s.steuerwald(at)jk-kom.de