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The Power of the Corporate Identity, The Face of the Organization

The power of the corporate identity, the face of the organization

One of the strengths of a document creation system is it - fully automatic! - consistent application of the corporate identity of the organization. Logo, layout, typography, colour, form: all elements are presented in the only correct way. 

But why is that so important? 

Let's mention a few (obvious) examples:

If you see those two curly, red capital letters C - the first with a long drag under the first word and the second with a long drag above the second word - then you know you have Coca-Cola in your hand. If those two C's aren't red but blue, printed in a tight font, without dragging, would you also recognize that tin can as Coca-Cola? Probably not. You'd walk past the shelf in the store.

When you see that yellow M with those parabolic arches, you know you're passing a McDonald's - or approaching it, if you take the exit because you want to bite into a Big Mac. If that M isn't yellow, but purple, put in a thick Gothic font, would you take the exit as well? You wouldn't even know you're passing a McDonald's.

Distance

Here is the strength, and therefore the value, of a consistently applied house style. The recognisability of the brand is enormous. From meters away you can see Coca-Cola on the shelf, from miles away you can see the McDonald's.

This corporate identity stands for the qualities that your company wants to show, that your organization represents. The corporate identity evokes an emotion in the customer. An emotion he associates with quality, innovation, reliability, professionalism, or whatever. And if you use the corporate identity consistently, the recognizability will be unmistakable. The customer or relation sees your organization, and thinks of the qualities he attributes to your company.

Consistent

Fortunately, you don't have to be a multinational to benefit from the power of the corporate identity. For every organization, large and small, that kite goes on. But then the presentation of the corporate identity has to be good, consistent. The logo not on the right, but on the top left of the first page. Not the Times Roman, but the Helvetica as a letter of bread. Not a single line spacing, but one and a half. Even the margins left and right influence the corporate identity experience, and with that the emotion it evokes.

This house style should therefore not be tampered with. And that's where the pinch is.

Interpretation

This goes wrong in many organisations. Departments of large companies that do not manage these matters centrally sometimes want to give their own 'interpretation' to the corporate identity. Not because they made a conscious choice to do so, but because they couldn't find the logo as quickly as they needed it. Or because someone could still copy the features from an old letter stored on a USB stick that was in the drawer. That the house style had already been updated three times in the last ten years, well...

There are many examples of how house styles can lead a life of their own. And with that, a company suddenly gets several faces. The uniform appearance of the organisation decreases, the perception of the 'recipient' becomes just that little bit different... And that's exactly what you don't want as an organisation.

Automatic application

A document creation system ensures that this diversity can no longer occur. How can it be done? By simply linking the right house style to each document. The rules are stored centrally - whether or not in the cloud - and are applied automatically. The creator is taken by hand to tap the variable data in the document step by step and the system ensures uniform execution. So no more cutting and pasting of granular logos or texts formatted in Comic sans.

Seamless

Documentaal With dStyle365, a powerful document creation system has been launched. With the simple menu, which is fully integrated into Word, you can easily create all your documents. dStyle 365 then takes care of the correct layout and formatting, resulting in a perfect document. Neat presentation of documents in one and the same style and design. This is a sign of the quality of the organisation. That is the care with which the organisation communicates.

More benefits

That's just one more advantage that a document creation system brings. Because we haven't yet talked about the time savings that the system brings with it, the prevention of the error-prone 'cut/paste' from previous documents, the ability to (co-)work simultaneously in one document, the sophisticated storage method with a very fast search function, the automatic storage of related documents and e-mail messages in the right file, and so on and so forth...

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