How to manage brands, names and logos ?

So you want to change your logo? That’s a radical step, one that demands careful consideration. Do you know you’re talking about managing your identity? The logo is only the visible part of a deep iceberg. With decentralised organisations in particular, managing identities can become a real problem that threatens the consistency of the company’s image.

Izicom helps you to manage your identities in a logical, effective way.

2. Next, structure your identities in a logical way
Is your organisation structured into sectors, departments, activities and so on? What about the divisions or business units: are they subsidiaries with their own legal existence, or do they exist only in organisational terms? Are the different power centres able to interfere in names and logos without reference to one another? If you’re not careful, you’re dealing with a can of worms.

Managing identities is often charged with emotion. For this reason, it is not enough for your approach to be logical and structured: it also has to be transparent, clearly explained to everybody, with everybody being involved. The organisation must be able to develop an “identity system” that reflects its strategy and serves as a basis for its communication.

Having clear identities keeps everyone happy internally and ensures effective communication externally. Izicom gets to the root of the matter, offers you clear choices, and develops a logical structure of identities.

If it was that simple, you wouldn’t need Izicom!

3. The logo: the visible part of the iceberg
Surprising as it may seem, companies that offer “branding” or “corporate identity” services are nearly all design studios. In other words, they are logo designers. But like we’ve just explained, the logo is only the visible part of the iceberg. There’s no point in putting Rotring to paper until you’ve analysed what lies beneath. The logo may reflect the underlying identity relationships, but starting with the logo before the analysis is like putting the cart in front of the horse.

With Izicom, you get in-depth analysis on which to base your graphic design.

4. What about brands®?
For the marketing teams, obtaining a brand name for a product or service is the crowning point of all their endeavours. But amidst all this creative enthusiasm, is there a clear-headed calculation of the cost of creating and registering the brand, not to mention protecting it and promoting it? Even if you have a brand, do you need a logo to go with it? And how are you going to juggle the product brand and the corporate brand? Managing your corporate identity also includes co-managing the product or service brands, and making them fit in with the image of your organisation.

Izicom combines brand management with corporate identity management.

5. Don’t neglect your organisational chart!
A company’s strategy is reflected by its organisation, which in turn is made visible by its organisational chart. If you want to make your strategy clear, start with your chart! This is where your message to the outside world starts. It tells people who you are, and explains your strategic choices. It shows the links between the different units within your organisation.

A clear organisational chart is a powerful communication tool, at every level. For your personnel to begin with: everybody sees where they stand within the organisation. But also for bankers, investors, analysts, potential buyers or sellers, possible joint venture partners, etc.

But what if your organisation changes? Of course it’s going to change! No business can stand still. So your organisational chart has to be regularly updated, with the changes clearly explained to everyone.

Keep your organisational chart clear and up to date!

6. Step by step
Izicom has a wealth of practical experience in setting up systems of identity. We’ll walk you through the process, step by step:

Our products :

• communication audits
• communication plans and strategies
• brands, names and logos