How do you explain your company to others?
Five key elements of corporate identity explain your business to others: logo, motto, mission, vision and values.
Taking time to articulate these foundational elements allows you to be intentional in communicating who you are, what you do and why clients should choose you.
Recently, the Gambel Communications team worked collaboratively to examine our existing corporate identity and make some updates. We began by collecting terms that exemplify our company, organized them and used the resulting content to imbue our key elements with Gambel personality.
Logo is the brandmark that visually identifies your business. Review your logo about every five years to ensure it stays current with colors, fonts and digital trends.
Review of the Gambel logo confirmed the empowerment inherent in the asterisk design of the current mark, and we treasure the brand value earned over time. We elected to make some updates to font choices, proportions and gradients to better stand out on sponsorship boards with other contemporary logos.
Motto is a phrase that personifies your business. This should be a tight, short expression of who you are as a company.
In our review, the Gambel team agreed the unique success of our firm stems from our commitment to connection. We kept our motto: We connect people and ideas.
Mission is a statement of purpose. It explains why your business exists. This should be easy to say and remember so that all members of your team easily state the mission when explaining their work to others.
Using words gathered in our group exercise, we built this mission statement: Gambel Communications connects our clients with the community to advance, build and sustain their reputations.
Vision is an aspirational future state of your business. This statement should encapsulate the goals you plan to achieve as a business.
Our vision statement is: Gambel Communications will bring transformational impact to causes and outcomes on behalf of our clients, as an inclusive, purpose-driven communication agency.
Values are terms that embody the spirit of your business. You should have three to five words that evoke the character of your business and your team.
Our values are:
Creativity. Gambel Communications brings memorable creativity and expert storytelling to our public relations work.
Strategy. Our process and connections are driving forces behind our PR counsel for successful client campaigns.
Connectedness. A legend in public relations, Gambel Communications builds authentic relationships and provides ethical counsel that builds trust and influence with a firm commitment to diversity, equity and inclusion.
Knowledge. As proven, knowledgeable, ethical public relations practitioners, we value professional development, research and planning for successful client campaigns.
The exercise of thinking about words that mean something to your business, your team and your customers is energizing and inspiring. Taking those terms and applying them strategically elevates that inspirational exercise to build, strengthen or change your corporate identity.