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Your Sustainable Corporate Identity

Corporate identity tips help communicate your relationship with prospects, customers and community.

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How do you get noticed? And more important -- how do you get remembered?

Corporate Identity!

That's the essence of corporate identity. We often think of identity as logos and taglines, but the real essence of corporate identity is the feeling your prospects and clients and vendors and community have about you. And they use visual clues to recall those feelings.

Green marketing is about being honest, transparent, and respectful in your communications. "Green" isn't the end all in sustainability. Sustainability isn't even the end all in sustainable business practices.

What is the end all -- is respect.

Corporate identity is part of that equation of respect. When you design a logo and your corporate brochure using communication techniques such as personal connections, informative solutions, and then distribute that message in non-polluting and non-energy intensive ways, you're on your way to respectful relationships.

Here are a few tips for getting your corporate identity going:

  • Think like your prospect or client. What do they want and need to see to identify you?
  • Keep it simple. Simple logos that fit roughly into a "square box" are most adaptible to a wide variety of applications such as letterhead, Web banners, truck signage, business cards and golf shirt uniforms. And think about a variety of applications before you approve a logo!
  • Color is a genetic heritage. Why do you think "green" has been selected for environmental messages?
  • When you find a logo or image that works, keep it. For years!
  • Simplify, simplify, simplify. Keep the message clear and simple.

Edited by Carolyn Allen, owner/editor of California Green Solutions
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