As corporations compete, their corporate identity, or brand personality, begins to define their market status. Conceived of in the 1940's as a concept to help companies communicate accurate images of their attributes and businesses, it requires careful thinking to meet the challenges of globalization and today's technologies.

To profit from optimum communications and marketing support, an identity policy should be planned both from a strategic point-of-view — as an asset that ensures synergistic payback for the long-term, and as a vehicle with built-in flexibility that allows quick response to changing conditions in the market.

A company name that is well-known in its own markets may have little of no awareness in others. Some names are suitable for global use, such as our Nascar logo, while others require modifications or change because of cultural or linguistic characteristics.

There is a tendency to combine names and logotypes in acquisition or merger situations, which result in cumbersome identities that are difficult for people to understand. As a result, these brands may be ignored by the very audiences towards whom the message was directed.

This is why it is vitally important for corporations to hire a professional identity company whom understand the nuances of global communications and study the market equities inherent in their brand name and reputation.

At Arcanna, we carefully analyze our client's market strengths so they can be transferred not only to the new corporate entity, but to all segments of the organization.