Everything that a potential customer visually perceives about a company is designated as Corporate Design. This includes everything from the logo and the website to even the T-shirt worn by an employee.

As the visual impression is often the first and most direct impression, it is critical for the success of the company. It produces the initial and often subconscious appraisal of the company's attributes and qualities. What field of business is it in? How large is it? Does it do business internationally? What is its market position? What can it do for me?

The same holds true for particular products and brands. Here, as well, the image determines the customer's first impression and judgment. What is the quality like? Is it priced high or low? Is it suited to me? Does it fulfil my needs?

This part of marketing should not be left to chance but rather consciously directed and controlled. Corporate Design is the flashpoint of a company's communication strategy. It stands at the end of a management process with the goal of clearly communicating the company's values and products, attracting attention, and creating recognition and trust.  Perception is Reality! And a good Corporate Design determines perception.

The experts are:

• Christian Nagelstrasser