Graphic designers frequently play a prominent role in launching or repositioning a company. When they create a look (or new look) for a company’s stationery, brochure, ads and web site, this often goes by the name of an “identity package.” Don’t let this convenient term mislead you into believing that a company’s identity consists of merely the logo and look. No, every company has an identity or image in the minds of its customers comprised of at least nine other factors besides the graphic look.
How your market perceives your company should be deliberate, calculated and coherent rather than accidental and confused. Think about how you’d like your company to be perceived along these dimensions. Then investigate whether or not actual perceptions match your intent – and adjust your marketing to reinforce the qualities you want your customers to associate with you.
