Corporate Identity: Yet another aspect to look out for!

It's been a while since I last blogged, simply because time and tide will wait for no man (or woman!). Tasks will not be easier either just because heavier commitments are starting to reach their deadlines. One of the bigger communication tasks that has been taking place in Identitywa is the launch of the new website. If you've recalled, my first blog post didn't include a website to Identitywa solely because it was under construction.

With a bigger role for communications as part of their Strategic Plan 2013-2016, the website has been revamped to cater to a number of issues, including accessibility glitches, extensive loading time, and inability to pop up in results of search engines.

This is how what the previous website looked like:

Below is the recently launched website.

The new website is still using its old address at www.identitywa.com.au but is much more interactive as compared to the old one. It is using a different web domain and because of that the communications team will have to export existing files for internal communications and its archive. It can cater to different target audience groups more specifically now, in terms of web content, whether clients or staff members.

As part of its Strategic Plan and direction for 2013-2016, a corporate identity has been set in place. So, the website is not the only aspect to undergo a revamp. While the website was under construction, internal magazines and brochures have also undergone a significant change according to their corporate identity, aesthetically and content-wise. 

I realise that although corporate identity is not entirely in the public relations practitioner's field, it is also important to take it into consideration. An organisation's corporate image is what makes it distinguishable from its competitors and as an organisation. An organisation's corporate identity will cover a range of specific style for choice of images, colours and even tone of written documents pertinent to the target audience. And because of that, materials published on the website have to be in sync with the corporate image. 

In terms of aesthetics, a consistent corporate image can omit a sense of trust between organisation and target audience. In terms of content, there must be a consistent tone that enables the target audience to recognise the organisation's identity. 

Overall, a public relations practitioner has to take a number of things into consideration, and the corporate identity is only one aspect out of many, many more issues. 

That's all for today! Look out for my next post about what else has been going on at Identitywa.

Regards,

Debbie Goh

15007119

Curtin University Bentley