Risks

Companies that neglect or execute poorly in brand management and corporate identity design face the following risks:

• Senior management fails to appreciate the value of corporate identity as a strategic marketing tool. 
  
• Company officials regard the logo as merely decorative, thereby missing the critical opportunity to communicate the company's purpose, function and reason for existing. 
• A company with a strong logo and significant marketplace recognition may become complacent, allowing its corporate identity to become dated or irrelevant in today's marketplace.
• Management misses opportunities to capture operational efficiencies and cost savings through effective corporate identity design and implementation. 
• Logo use that is undisciplined, haphazard and ad hoc undermines the opportunity to use the logo as a visual, short-hand statement of quality and value. 

Opportunities

Companies that execute well in brand management and corporate identity design have the following opportunities:

• The relationship between a company and its clients, as well as its employees, is strengthened with a solid corporate identity. 
• Both the tangible and the perceived quality of products and services are improved with a strong corporate identity. 
• A strong corporate identity amplifies a company's brand image and supports and coordinates its marketing activities. 
  
• When a company has a strong corporate identity, acceptance of change is accelerated both internally and externally. 
• A strong corporate identity reflects the objectives of good service, effective organization and operational efficiency. 
  
• A strong corporate identity leads to a coherent, focused company personality that enhances employee morale, improves productivity and helps attract and retain high-quality employees.
• A strong corporate identity, effectively implemented and maintained, can yield cost-efficiencies through coordinated visual and verbal communications.