Strategic Communication

Strategic Communication
Name
Institution
Strategic Communication
Introduction
Corporate Visual Identity (CVI) is a set of reliable tools that companies use to improve their discoverability and communication of their offerings to the various stakeholders. CVIs include symbols, logos, typographies and color schemes companies use to brand their clothing, building, and vehicles. Usually, the public associates CVI’s with the company. According to van den Bosch, de Jong & Elving (2005), CVIs are critical in influencing the company’s reputation and hence have a significant impact on its strategic direction.
Problem
Van den Bosch, de Jong & Elving (2005) noted that whereas CVI forms part of the goodwill and reveals the history, culture, and strategy of a company, companies usually neglect it after development. Even where it is present in some companies, it is often inconsistent, misleading, shallow or transmitted through inefficient and poorly maintained carriers. Further, there is a growing need to measure a company’s reputation by CVI.
Purpose
The study sought to explore the extent to which the five reputational aspects being visibility, authenticity, distinctiveness, transparency and consistency impact on and relate to CVIs.
Method
The study relied on the reputational framework developed by Frombrum and Van Riel. The framework focuses on the visibility, distinctiveness, authenticity, transparency, and consistency of CVIs to ascertain the impact and correlation between CVIs and reputation (van den Bosch, de Jong & Elving 2005).

The study also explores the five scopes of reputation.
Discussion of the Fombrum and Van Riel Framework
Visibility refers to how the company exposes itself to the public. Distinctiveness refers to the measure the company employs to ensure non-imitability, on the other hand, authenticity refers to the level of commitment the company places on its deliverables. Transparency is the trust and reliability a company commands from its stakeholders. Finally, consistency relates to the uniformity and reliability of a company’s offerings (van den Bosch, de Jong & Elving 2005).
Results
The analysis found out that there is a direct correlation between CVI and brand reputation as CVIs are the first tools for creating impressions to the public. Further, the quality of the CVI, range of application and condition of carriers affects the reputation.

References
Van den Bosch, A., de Jong, M., & Elving, W. (2005). How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10(2), 108-116. doi: 10.1108/13563280510596925