Corporate Identity Theory Corporate identity is how a business or organisation wants to be perceived by its audience, whereas corporate image is how that business is actually perceived by its audience. A corporate identity allows companies to build an easily recognisable brand that employees, potential investors and potential customers can recognise and rely on. There are 3 main elements, which create a business’ corporate identity: Corporate design, corporate behaviour, and corporate communication. Corporate design is the design theme of the channel; this includes colour schemes, shapes and the logo as well as the way it relates to the channel’s target audience and ethos. Corporate behaviour is how the channel portrays itself to the target audience through its values, ethos, what they value and what programmes they air and when they air them. Corporate communication is the way that the channel advertises itself to grow their channel's audience and create a brand and identity. CBeebiesCBeebies is a channel aimed at children about 3-6 years old.
They show this through their corporate design, as the typography of the logo is easily identifiable as for children as the font is wavy and loose and looks as though a child has handwritten it. This allows children to relate more to the channel as it creates the sense that the channel is meant for them. The colour is also mainly a bright yellow, which has the connotations of joy, happiness and energy, which ties in with the target audience being young children. The logo also has purple elements, which combines the connotations of the calm of blue and the energy of red, which relates to their target audience, as young children can be extremely energetic and excitable or very calm and tired and have the ability to switch between the 2 mind-sets extremely quickly. Purple also has the connotations of ambition, creativity, wisdom, and independence. These connotations relate to the target audience, as young children are often known for having vivid imaginations and a large amount of creativity. The connotations of wisdom and independence link as those are part of the message that the channel is trying to convey to the children as part of educating and helping them develop, both in intelligence and as people. CBeebies also show that they are targeting a young viewer base through their corporate behaviour. CBeebies only airs programmes that are aimed at young children, such as Teletubbies, Something Special, and Octonaughts. They also only air shows from 6AM to 7PM, this is because most young children will have already been put to bed by 7PM. CBeebies strongly values the entertainment of their young target audience, as well as the time that their target audience spend watching the TV with their parents, which is why many of its shows are family friendly as oppose to purely aimed at children. The channel also reinforces its targeting of a young viewer base through their corporate communication. Their adverts are clearly designed to bring their young viewer base back to the channel, as they will show popular characters in familiar locations so that viewers will recognise the characters and want to watch their favourite shows more, their adverts are not so much built to attract new audiences as their viewer base would be too young to understand the principals of marketing and advertising, and their parents would most likely introduce them to the programmes which they will then enjoy, as oppose to finding the shows themselves. CBeebies ethos is the same as that of the rest of the BBC, to uphold British values and “to enrich people’s lives with the programmes and services that inform, educate and entertain.” The channel sticks to the beliefs of their ethos throughout the way they present themselves and how they act and have built a strong corporate identity.
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