Corporate branding is a process that defines the character of a company by using an action plan. This includes the creation of a name, logo tagline, slogan and other visual elements that represent a company. When businesses establish their identity they are able to create a unique image that people are drawn to and establish an association that results in an increase in sales and brand loyalty.
Smaller companies can also benefit from the brand name of corporate companies. Many companies employ a uniform marketing strategy for all of their products and services to highlight the whole company. This saves time and money, and ensures that all marketing materials and communications with customers align with the corporate image.
The consumer is becoming more sophisticated and will purchase from companies who share their values. For example, environmental conscious shoppers will seek out products produced by a company using recycled materials or offsets their emissions. Corporate branding lets businesses identify the traits which best reflect their brand’s personality and then incorporate them into their communications with current and prospective customers.
The ad men of Madison Avenue may have thought that corporate branding peaked in the 1960s, however times have changed and it’s more vital than ever before for businesses to take into consideration their corporate identity. Corporate branding is not just for consumers but also employees, shareholders and government agencies. Branding is the process by which an organization differentiates itself from its competitors and communicates to all those who are involved its vision values, mission, and values.
