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Imagen corporativa y su importancia más allá de un logotipo atractivo Saltar al contenido Seguramente conoces algunas de las marcas más famosas por su logotipo y sus colores. Son firmas tan conocidas que su imagen corporativa forma parte de tu vida. La imagen corporativa se confunde a menudo con el logotipo de la compañía. Esto no es exactamente así y por eso vamos a dedicar este artículo a analizar en qué consiste exactamente este concepto. Definiremos qué es la imagen corporativa, su importancia, los elementos que la componen, y lo veremos todo ejemplificado en marcas conocidas . Es un tema más importante de lo que parece, así que si quieres ver si imagen es la correcta, acompáñanos a lo largo de este post lleno de color y creatividad.
¿Qué es la imagen corporativa de una empresa? La definición de imagen corporativa no es más que el lenguaje visual de una empresa . Se trata de los resursos gráficos, de ese conjunto de elementos visuales que diferencian esa compañía de las demás . Un detalle importante es diferenciar identidad corporativa e imagen corporativa, que muchos utilizan indistintamente.
La identidad corporativa engloba todo aquello que define el carácter de la empresa. Estos elementos que marcan la personalidad de una marca pueden ser tangibles o intangibles.
Los elementos tangibles son los productos y servicios y los intangibles son los valores, misión, visión y estilo de comunicación. Todo lo que conforma la identidad corporativa tiene que tener un hilo conductor, que comienza por el nombre de la empresa y su logotipo . ¿Ves con esto la diferencia entre identidad e imagen corporativa? Si comienzas una actividad con tu propia empresa necesitarás definir una identidad corporativa. Por tanto, tendrás que pensar en todo que tenga que ver con el corazón de tu marca.
Importancia de la imagen corporativa La imagen corporativa es de suma importancia en cualquier empresa. Para entenderlo te vamos a detallar beneficios de una imagen bien trabajada:
Se distingue fácilmente de sus competidores . Los consumidores la reconocen y la recuerdan fácilmente . Llegan incluso a identificarse con ella creando un vínculo emocional , lo cual ayuda a fidelizar a los clientes.Contribuye a posicionar la marca en el mercado . Cuanta mejor impresión dé la imagen, la marca se percibe como más valiosa, fuerte y segura. Incluso sus empleados tendrán más confianza en ella. En definitiva, el diseño de la imagen corporativa debe ser tal que resulte visualmente atractiva y transmita los valores de la empresa . Pero esto no es solo algo que tenga que afectar al que te mira desde fuera. También debe ser capaz de general un cierto orgullo de pertenencia a una entidad poderosa. Ahora vamos a ir un poco más al fondo y veremos cuáles son los elementos gráficos que componen una imagen corporativa.
Elementos de la imagen corporativa La imagen de una empresa es algo muy amplio y podríamos incluir miles de matices en ella. Pero para ver si realmente la imagen que estás dando es adecuada o no, tienes que fijarte en aspectos muy concretos como los que enumeramos a continuación:
Nombre de la empresa : va a ser lo primero en lo que se fije el público. Ha de tener relación con la actividad de la empresa y ser relativamente llamativo para que llame la atención y se aprenda fácilmente.Logotipo y otros símbolos : el diseño de un logotipo es complejo, ya que hay que tener en cuenta la actividad de la empresa y su público objetivo, incluso no hay que olvidar a la competencia.Eslogan : tiene que ser una frase corta, impactante, que refleje los beneficios del servicio o producto.Colores : si has oído hablar de la psicología del color, sabrás que los colores transmiten sensaciones y emociones. De hecho hay compañías que se distinguen más por sus colores que por los logotipos en sí.Brochure : con este término nos referimos a la papelería corporativa (tarjetas de visita, encabezados de comunicaciones escritas, sobres, facturas, etc), los correos electrónicos y las chapas que llevan los trabajadores que asisten a eventos.Sitio web : la página web de la empresa debe tener un diseño coherente con los elementos anteriormente descritos. Además, estando en un momento en el que el marketing digital es fundamental, un buen diseño web es más necesario que nunca.Olores: si hay algunas marcas que ya trabajan su marca hasta ese punto. Entra en este post para saber más sobre marketing olfativo. Sonidos: al igual que en el caso de antes, algunas marca también trabajan el audio marketing o el marketing experiencial en general. Todos estos detalles que acabamos de especificar tienen que explicarse en el manual de imagen corporativa, que es lo que te explicaremos a continuación.
Manual de imagen corporativa El manual de imagen corporativa es el documento que contiene los recursos gráficos de una empresa y explica cómo y dónde deben colocarse . Esto incluye tanto la presencia física de la empresa como el tratamiento de la imagen en la página web. Sería muy complicado explicar con todo detalle cómo debe ser el manual de imagen corporativa. No obstante, mencionaremos aquí los apartados que debe tratar cualquier manual de estas características.
1. El logotipo Aquí vendrá reflejado el logotipo de la organización, sus distintas variantes y se tiene que explicar cómo usarlos . Puede haber distintas versiones del logotipo dependiendo de si hay que plasmarlo en fondo claro o en fondo oscuro, por ejemplo.
2. Los colores corporativos Se incluirá una muestra de los colores corporativos y sus referencias numéricas tanto para material físico como para pantalla de ordenador. Uno de los puntos más complicados de la definición de la imagen corporativa es escoger la referencia de un color que sea idéntico al elegido para la empresa. Para escoger la referencia adecuada, tienes que fijarte en un catálogo de colores. Para esto te recomendamos Pantone . Se trata del catálogo más utilizado y contiene miles de colores. Con tanta variedad, seguro que encuentras una referencia de color idéntica a tus colores corporativos. Además dicha referencia te asegura que lo que se imprima siempre quedará idéntico a la muestra del catálogo.
3. Las tipografías Cada marca tiene sus propias tipografías. Lo más frecuente es tener 2 tipografías , una para titulares y otra para cuerpos de texto. También se puede tener una sola tipografía. En ese caso, se trabajará con diferentes grosores. Las tipografías se mostrarán en el manual con todos sus caracteres, es decir, con las letras de la A a la Z y los números del 0 al 9.
4. Apariencia de la papelería corporativa En el manual de imagen corporativa vendrán muestras de cómo quedará el logotipo en membretes, sobres, facturas y tarjetas de visita.
5. Usos incorrectos de la imagen corporativa En este apartado se indicará cómo no deben utilizarse los recursos gráficos de la empresa . Por ejemplo, se puede decir que el logotipo nunca irá sobre un fondo de un color determinado. Otros elementos gráficos que suelen tener las empresas son fotografías e iconos, los cuales expresan ideas relacionadas con la marca. Para saber más sobre los manuales de imagen corporativa te recomendamos este vídeo. VIDEO
Ejemplos de imagen corporativa Ya sabes algo más sobre imagen corporativa, solo te falta ponerlo en práctica. Para ello lo mejor siempre es ver empresas con una imagen corporativa potente que sirvan de inspiración. Nosotros analizaremos dos: Coca Cola y Apple.
1. Análisis de la imagen corporativa de Coca Cola Coca Cola es un empresa creada en 1892, por tanto no se enfrentó a la competencia y saturación del mercado actual. Su nombre está compuesto por dos palabras y no fue muy creativo. La bebida está fabricada con semillas de cola y plantas de coca, de ahí la explicación de ese nombre que hoy en día conoce el 95% de la población mundial . Los eslóganes que han acompañado a esta bebida siempre han irradiado positividad . Uno de los más conocidos es «la chispa de la vida». En cuanto al logotipo, es preciso decir que el primer logotipo de Coca Cola llevaba la tipografía oficial estadounidense, lo cuál le hacía un símbolo del país y contribuía a que la gente se identificase con él. Los colores actuales de la marca son el rojo y el blanco . El rojo es un color que transmite energía, lo cuál es lógico porque se trata de una bebida energética. La combinación del rojo con el blanco hace que el primero resalte de manera especial.
2. Análisis de la imagen corporativa de Apple Este caso es más complicado de analizar que el de Coca Cola. Apple en inglés significa manzana y la verdad es que no tiene lógica que un ordenador se llame así. No se sabe exactamente de dónde salió el nombre. Algunas fuentes dicen que es porque a Steve Jobs le gustaban las manzanas y otras dicen que es un homenaje a la compañía de Los Beatles, Apple Records. El primer logotipo de Apple era una ilustración del físico Isaac Newton leyendo bajo un manzano. Posteriormente se adoptó el logotipo de la manzana mordida . La idea de Jobs era humanizar la empresa, por eso se añadieron las 6 franjas horizontales de colores a la manzana. Posteriormente se eliminaron los colores en la manzana y se añadieron otros tonos más sobrios que daban un aspecto más profesional. Se priorizó la silueta de la manzana porque es lo que todo el mundo reconoce. Uno de sus eslóganes más célebres es «piensa diferente».
¿Listo para impulsar la imagen corporativa de tu empresa? Ya has podido comprobar que la imagen corporativa de una empresa tiene muchos detalles que cuidar más allá de un logotipo atractivo. ¿Cómo escogiste tu nombre y tu logotipo? ¿Tienes ya un manual de imagen corporativa? Si nos lo cuentas en los comentarios te lo agradeceremos enormemente. Tu caso puede ser inspirador para otras personas en proceso de definir la identidad visual de sus empresas.