Creating a consistent brand presence with digital signage

At a time when consumers are confronted with hundreds of brand messages every day, a consistent and strong corporate identity is the key to a memorable brand presence. But how is it possible to commu­nicate your brand uniformly at different locations – in bricks-and-mortar retail, in the service area or in the franchise network?

The answer is: digital signage in combi­nation with a central control platform such as vir2cloud^®. In this article, you will learn how you can use digital, inter­active infor­mation and adver­tising displays to establish a consistent brand presence, make your corporate identity visible and at the same time ensure flexi­bility and topicality.

What is a corporate identity?

Before we look at the possi­bil­ities offered by digital signage, let’s clarify the basics:

What is a corporate identity? Corporate identity (CI) is the self-image of a company that is reflected in all forms of commu­ni­cation and behavior. It is much more than just a logo or a color scheme – it includes:

• Corporate design (visual design)
• Corporate commu­ni­cation (language and tone)
• Corporate Behavior (appearance & behavior)
• Corporate culture (values & philosophy)

A strong corporate identity ensures that your company is unmis­takable – both inter­nally and externally.

Why is corporate identity so important?

A consistent brand identity increases recog­nition value, creates trust and contributes signif­i­cantly to customer loyalty. It conveys profes­sion­alism, creates orien­tation and ensures emotional loyalty.

Example: A global hotel company uses the same fonts, colors, welcome texts and content on digital screens at all locations – so guests always feel “at home”, regardless of which country they are in.

Digital signage as a strategic tool for corporate branding

Corporate branding aims to make the brand consis­tently visible and tangible at all touch­points. This is exactly where digital signage comes into play:

Consistent visual language

Central control via vir2cloud^® ensures that the same graphics, colors and designs are used on all displays – CI-compliant and across all locations.

Recog­nizable tonality

Content such as texts, welcome messages or calls to action also follow the defined language culture of your corporate identity – whether in the queue, at the checkout or in the waiting room.

Flexible local­ization

Despite the uniform framework, you can integrate local content (e.g. regional promo­tions) without violating the corporate guide­lines. vir2cloud^® enables centralized control with decen­tralized approvals.

Centralized control – local impact.

Inter­ac­tivity as a living brand identity

Inter­active digital signage solutions offer far more than passive infor­mation transfer – they bring your corporate identity to life. Whether via touch­screen, QR code, gesture control or smart­phone integration: inter­active elements create real brand experi­ences and encourage active engagement with your brand.

An inter­active product advisor in retail, a digital check-in in the reception area or a feedback terminal in restau­rants – all of these appli­ca­tions convey your values, your commu­ni­cation style and your design in direct inter­action with customers.

Inter­ac­tivity not only supports branding, but also makes your brand tangible, personal and modern.

With vir2cloud^®, you can seamlessly integrate inter­active content into your CI-compliant environment – for a coherent overall picture.

The advan­tages of vir2cloud^® for your corporate identity

With our vir2cloud^® platform you can control complex digital signage environ­ments efficiently, securely and CI-compliant.

CI protection through user rights

Define exactly who can change content – from the marketing center to the local branch. This protects your brand from unwanted deviations.

Templates

Provide CI-compliant templates – for offers, notices and events. Your local teams can only insert content, the design remains untouched.

Time-controlled playout

Menu offers appear punctually at lunchtime, drinks adver­tising runs at happy hour – all in the typical brand look.

Inter­ac­tivity

Create CI-compliant, inter­active worlds of experience in no time at all – for a brand identity that can be experi­enced on a whole new level.

Corporate identity – maintain it from the outset with digital signage

When you create or revise your corporate identity, you should consider digital media right from the start. After all, modern brand identities are dynamic and cross-media – and a display at the POS or reception area is often the first thing customers see.

Tip: Develop your corporate design for moving image formats too: Colors, anima­tions, transi­tions and even background music.

Why digital signage is ideal for corporate identity

Internal commu­ni­cation as part of your brand identity

Digital signage not only plays a role exter­nally, but also inter­nally. With vir2cloud^® you can design CI-compliant content for:

• Team news & motivation
• Guide­lines & values
• Feedback campaigns

A strong corporate identity starts with the employees.

Unify online and offline channels

Digital signage acts as a link between your online brand and your physical presence. With the vir2cloud^® platform, you can also reflect your online campaigns in your physical locations – seamlessly and synchronously.

Future-proof brand management with vir2cloud^®

vir2cloud^® grows with your brand:

• Scalable for 1 to 10,000 displays
• Inter­faces for CMS, social media, data feeds
• GDPR-compliant hosting in Germany
• Apple TVs or Mac Minis as standard hardware

Build on a platform that thinks along with your brand.

Conclusion: A strong corporate identity with digital signage

A clear, consistent and flexible corporate identity is not an optional extra – it is a must for every successful brand. With digital signage and the vir2cloud^® platform from vir2store, you can make your brand commu­ni­cation digital, brand-compliant and as effective as possible – both inter­nally and externally.

• Consistent brand message
• Dynamic, CI-compliant content
• Time and location-controlled playout
• Control and freedom at the same time

By using Apple TVs as digital signage players, you not only reduce overall operating costs, but also simplify the integration of new locations.

Your next steps towards a strong brand presence: