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Corporate identity? What’s it all about?
By Graham Duckett, Lehmann Communications’ Creative Director
What we do know is that the development of a corporate identity
affects all parts of a company.
The goal of any corporate communication is the establishment of trust: not only in the products and the service but trust also in the values of the company and its employees, in short: trust in the brand. This doesn’t happen automatically. It has to be worked hard for and measured. In a world full of information, a company’s profile must be credible and consistent. Only then will it be identified and perceived positively.