Corporate Identity, Communication Strategy, and Crisis Management Essentials

Corporate Identity and Philosophy

Corporate Identity Touchpoints (Exposures)

• Visual and verbal identity and symbols
• Product appearance
• Environment
• Websites
• Communications
• People
• Co-branding

Key Corporate Communication Areas

• Visual and verbal identity and symbols
• Product appearance
• Environment
• Events
• Internal communications
• Crisis management

Defining Corporate Philosophy

To define corporate philosophy, we must answer three fundamental questions: What do I do? Where do I want to go? How do I do it?

Components of Corporate Philosophy

• Mission: Responds to "What do I do?" (Current purpose).
• Vision: Responds to "Where do I want to go?" (Future goals of the organization).
• Core Values: Responds to "How do I do it?" Determines the way the organization and its employees act (e.g., Honesty, Simplicity, Integrity).

Understanding Corporate Image

Corporate image is the perception. There is no image without identity because the image is a reflection of the identity.

Product Presentation and Retail Environment

Packaging: The Silent Salesman

Packaging acts as a silent salesman because, in many cases, it is the only element that has direct contact with the customer.

Seven Essential Functions of Packaging

• Perception (Ease of recognition).
• Differentiation (Ease of standing out).
• Association (Easy link between package and product).
• Mirror Function (Helping the customer feel identified).
• Argumentation (Easily communicating qualities and values to be sold).
• Information (Ease of reading legal, informational, and promotional details).
• Seduction (Encouraging purchase).

Merchandising at the Point of Purchase (POP)

Merchandising involves the product and the environment surrounding the product at the Point of Purchase (POP), including elements such as:

• The packaging.
• Placement in the lineal (shelves).
• Product presence (visibility).
• Advertising support elements.
• Environmental elements.

In-Store Environmental Factors

Music and Customer Behavior

• Tempo (Fast/Moderate)
• Walk Speed (Faster/Slower)
• In-Store Time (Less/More)
• Pleasure (Less/More)

Key Sensory Elements

• Lighting (Natural, Mixed, Artificial).
• Materials (Walls, Floor, Roof, Furniture).

Corporate Communication Tools and PR

Comprehensive Corporate Communication Tools

• Signage
• Architecture
• Internal Communication
• Advertising
• Editorial Communication
• Institutional Information
• Product Design
• Sponsorships
• Commercial Communication
• Merchandising
• Direct Marketing
• Packaging
• Public Relations (PR)

Newsworthiness and Representative Events

• Fairs, congresses, and exhibitions.
• Conventions, scientific conferences.
• Motivation days, incentive trips.
• General meetings with shareholders.
• Internal events, open doors, celebration meals and dinners.
• Institutional actions, awards ceremonies.
• Press breakfasts and press trips.
• Street marketing, flash mobs.

Event Planning Action Diagram

1. Brief (Sponsorship): Idea, goals, objectives.
2. Proposed suppliers.
3. Budget.
4. Event program.
5. List of every person involved in the organization and their responsibilities.
6. Guest list.
7. Communication materials used.

Structuring a Press Release

1. Logo.
2. Highlight: "Press Call" (or similar urgent indicator).
3. Precise headline: Clear statement of who is calling and why.
4. Date and place.
5. Brief summary: Information about the event, duration, key attendees.
6. Proposals: Interviewing opportunities and information options.
7. Contact details: For confirmation and accreditation.

Internal Communication Strategies

Goals of Internal Communication

1. Disseminate a unique message across the company, reinforcing corporate identity and values (culture).
2. Ensure greater and better communication, preventing employees from receiving critical company information first via external media (avoiding unknown information).
3. Build motivation, credibility, and trust (e.g., fostering a good environment).
4. Encourage teamwork and interpersonal relationships to create a positive environment.
5. Provide recognition for well-done work (rewards).
6. Reinforce desired values and behavior.
7. Maintain business coherence.

Types of Internal Communication Flow

Descending Communication Tools

• Internal events.
• Noticeboards.
• Internal publications.
• Intranet.
• Mailing, letters.
• "Welcome aboard" programs (onboarding).

Ascending Communication Tools

• Participation in internal publications.
• Suggestions mailbox.
• Environment surveys.
• Quality circles (meetings).
• Intranet.

Horizontal Communication Tools

• Meetings.
• Letters.
• Mailing.
• Internal social networks.

Content for Internal Publications

Internal publications (written or online) should cover two main areas:

About the Company

• Latest news.
• Latest products and external events.
• Press clipping (e.g., coverage of the last event).
• Interviews with people inside or outside the company.

Knowledge and Industry Insight

• Articles related to the sector.

Crisis Communication Management

Key Principles for Crisis Response

• Every piece of information must be treated with respect and transparency.
• Respond as fast as possible (avoiding actions that could harm the company).
• If the causes are not clear, do not reveal anything until they are verified.
• If the crisis is due to a brand mistake, recognize it and promise solutions.

The Five R's of Social Media Crisis Management

• Reduction: Minimize the scope of the issue.
• React: Respond quickly to the situation.
• Respond:
  • Never erase the comment.
  • Recognize your own mistake.
  • Promise to provide a solution and compensation.
• Reclaim: Plan how to win back your clients' trust.
• Reflect: Plan proactively for future prevention.