Corporate Identity : Communication as a key component

Problem: In the world of today’s business, there is a trend for investors not only to base their decisions whether to invest in a company on the basis of its financial results. These days more features are taken into consideration. Corporate identity is a crucial aspect to bear in mind for investors, as it demonstrates what the company is, how it works and where it is going. Corporate Communication is a process that allows companies to share their information with the stakeholders. Not every company is aware of the significance of communicating its corporate identity to investors. These represent a basis for the company, since their support is needed to achieve the organization’s objectives. Furthermore, communication of corporate identity to investors represents an opportunity for a company to achieve its goals. The importance and relation of corporate identity and communication to investors is becoming a relevant issue not only for them but also for stakeholders. Purpose: The purpose of this thesis is to investigate corporate identity and its communication, as a key component, to investors. Method: The authors have conducted a case study of the Chemical and Mining Company of Chile Inc. (SQM). A qualitative method approach has been used to achieve the purpose. Self-administered questionnaires have been used to gather empirical data. Conclusion: The case study has led to conclusions on how important it is for SQM to communicate its corporate identity to investors. SQM’s corporate identity is seen as an instrument to differentiate, compete and communicate with investors. SQM’s visual identity is an instrument to communicate the evolution of the company. The company is using behavior, symbolism and communication as the main channels to transmit its corporate identity to investors. SQM’s investor relations show a clear awareness of the need for communication with its investors and financial stakeholders. This is supported by the development of their website and the information collected through the questionnaire. Finally, the authors conclude that corporate identity and its communication, as a key component, is essential for SQM. Its investor relations department and website show that it is very important for the company to communicate to investors its identity