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Entender la identidad corporativa, un viaje entre denominaciones.

por | 19-07-2015 | Blog Global Identidad, Imagen corporativa | 14.837 Comentarios

La identidad corporativa para muchas empresas, sobre todo las pequeñas y medianas, es un mundo poco conocido repleto de términos vagos.

Mi intención es dar un poco de luz sobe el tema porque creo que puede ayudar a sacar mas beneficio de su organización, personal, económico y social. El pensamiento «Esto solo es para las grandes organizaciones» es un error. Cada organización tiene su identidad, grande  o pequeña y cada una debería cuidar de ella por el bien de la organización, de los empleados, de los proveedores y de los clientes. Mi objetivo es ayudar a cualquier empresa a encontrar su identidad teniendo en cuenta su estado económico.

Denominaciones

El diseño corporativo consiste sólo en la comunicación visual de una organización, desde el logotipo hasta el diseño del entorno de la organización.

La identidad corporativa o imagen corporativa incluye no sólo expresiones visuales, sino también no visuales como el comportamiento a nivel social, empresarial, cultural y político. Como por ejemplo el comportamiento de los empleados, cómo tratan a los proveedores.

La estrategia corporativa es la política de la identidad corporativa no visual aplicada a la relación con los empleados, los clientes, desarrollo de productos, relaciones públicas, publicaciones, packaging y marketing.

La comunicación corporativa son los medios para hacer llegar la estrategia corporativa al público objetivo.

La identidad corporativa, la estrategia corporativa y la comunicación corporativa son interdependientes. Cada una influye en las demás.

Es importante conocer las diferencias y la importancia de cada una. Un diseño corporativo estético y bonito solo no es suficiente… Detrás de él debería haber una clara estrategia corporativa y una identidad corporativa muy bien definida para no fracasar.

¿De donde vienen las denominaciones?

La filosofía corporativa de fondo del arquitecto/diseñador Peter Behrens (1860-1940) y la fundación del movimiento Communitá en 1948 por Adriano Oliveti formaban la base de la idea de que las empresas debían de preocuparse no solo por aumentar las ventas, sino también ser conscientes de la responsabilidad social respecto a sus empleados, sus clientes y la sociedad. Esta filosofía despegó después de la Segunda Guerra Mundial. La denominación identidad corporativa todavía no existía por aquel entonces. Lo llamaban: Estilo de empresa. Alrededor de los setenta ya se oía cada vez más el término identidad corporativa. Aunque la definición del término se varía según el experto. Algunas citas:

«La identidad corporativa es un vehículo que da una proyección coherente y cohesionada de una organización… Una comunicación visual sin ambigüedades.»

«La identidad corporativa es un aglutinador emocional que mantiene unida a la empresa… Es una mezcla de estilo y estructura. Afecta a lo que haces, dónde lo haces y cómo explicas lo que haces.»

«Todo lo que una empresa tiene, hace y dice es una expresión de la identidad corporativa.»

«La identidad corporativa no son logotipos y símbolos. Esto es una exageración del papel del diseño. Son sólo esparadrapos visuales.»

Un buen entendimiento de tu identidad mejorará tu estado. Como estaba escrito sobre la puerta del oráculo de Delfos: «Conócete a ti mismo». Mejor te conoces a ti mismo, mejor podrás anticipar a acontecimientos inesperados. No solamente es una regla para los humanos sino también para las organizaciones. Todo es orgánico…

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