Guide to creating or renewing your company’s corporate identity
A well-defined corporate identity makes your company recognizable in the same way across every channel. This guide explains when it’s worth working on it, what to prepare, what a brand manual should include and how to apply it consistently.
When should you create or renew your brand identity?
The most natural moment is when you launch a company, a product or a new line of business, so you go to market with a professional image from the start. It also makes sense when your current brand looks different everywhere, has fallen behind your competitors or no longer reflects what the company does today.
A renewal doesn’t always mean starting from scratch: often it’s enough to organize what already works and set clear rules. Doing it before a website redesign or a digital marketing campaign avoids having to redo pieces later.
What do you need to prepare before you start?
Think about who your audience is, what sets you apart from the competition and how you want to be perceived: warmer, more technical, more institutional. Gather examples of brands you like and don’t like, and explain why; that helps align expectations.
If you already have a brand, share the files you use today, even if they’re disorganized. Also check whether the name is available and whether you should start registering it with INDECOPI, since that is a separate procedure best resolved before investing in final pieces.
What should a brand manual include?
A useful brand manual gathers the rules for using the identity without depending on whoever designed it. It usually includes the logo versions and when to use each one, clear space and minimum size, the color palette with its codes for screen and print, the typefaces and their hierarchy, and supporting graphic elements.
It should also show incorrect uses and examples applied to real pieces, such as presentations, stationery or social media posts. The clearer and more practical it is, the easier it will be for your team or an outside vendor to follow it.
How do you keep your brand consistent across channels?
Consistency comes from rules and templates. Decide who approves new pieces, share the manual and the official files in a place your team can reach, and prepare templates for what you use most: presentations, documents and posts.
Your website is where the most people will see your brand, so it pays to apply the identity there first and with care. A common mistake is updating the logo but keeping old colors or typefaces in other channels; review your pieces periodically to spot differences and fix them in time.
