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Corporate communications

chart showing lines of communication Chart (by Sinclair Design) showing a client's target audience groups and different lines and methods of communication.

The whole process of ensuring that people see an organisation in a way that is optimally beneficial to its long-term strategies is extremely complex, involving rationalisation of the corporate strategy, identity development and image management. This discipline of controlled interaction between an organisation and its environment is known as ‘corporate communications’ and is, for any large organisation trying to survive in a competitive market, worthy of as much executive attention as financial management or stock control. It is a discipline best handled by independent specialists who are able to maintain an ‘outside’ perspective, ensuring that they see the organisation as it actually is, as opposed to how those within it think it is seen.

Although Sinclair Design's focus has recently shifted to web application development, the consultancy has many years' experience as corporate communications specialists. This ensures that no matter how small the project, the consultancy always looks at the bigger picture of the client's position and communication objectives within its trading environment and market.


What is a corporate image?

Corporate Image is another blanket-term, used to describe how an organisation’s staff and public actually perceive it to be. It is the impression that its various audiences have of it, formed through their contact with the organisation and as a result of all the conscious and subconscious messages they receive, both intentional and unintentional, good and bad. Corporate Image is in the eye of the beholder, but by treating the business’s different audiences as distinct groups (e.g. customers, suppliers, employees, shareholders, analysts etc.) and then monitoring the opinions of selected individuals within each group, trends and commonly held views can usually be found and analysed. Continuing with the previous analogy: your work colleagues each have a certain impression of you, based on what they see and hear, and on your dealings with them on a day-to-day basis. If you were to collect the opinions of all who know you, some similar impressions would doubtless emerge and this collective perception of your personality is your image.

What is a corporate identity?

Contrary to popular belief, the term ‘corporate identity’ refers to more than just the design of a company's logotype and stationery — it is a blanket-term that refers to the particular way that an organisation presents itself and interacts with its staff and public. An organisation’s identity is the sum total of its history, beliefs, environment and visual appearance (stationery, architecture, uniforms, signage, website, brochures etc.) and is shaped by the nature of its technology, its ownership, its people, its ethical and cultural values and its strategies.

The principle can be better understood with the help of an analogy: the way that you walk; the clothes you wear; the style of your hair; the car you drive; the words you use and the manner in which you meet and deal with people are all expressions of your personality. Collectively, they are your identity. Now, apply this principle to an organisation and all should become clear.


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