Corporate branding is the process of establishing a personality of a company using a strategy. This involves establishing an identity for the company, a logo along with taglines, logos, and other visual elements. When companies establish their brand’s identity they are able to create a unique image that people identify with them and build relationships that lead to an increase in sales and brand loyalty.
Corporate brands aren’t only for large corporations. Small businesses benefit from this marketing idea too. Many companies implement a consistent marketing strategy for all of their products and services to highlight the entire company. This can help save time and money, and ensures that all marketing materials and communication to customers reflect the corporate image.
Consumers are becoming more savvy and will purchase from companies that are aligned with their values. Environmentally conscious buyers will search for products from companies that use recycled materials or offset their emissions. Corporate branding allows companies to find the traits that best reflect their character and incorporate them into all communications with existing and prospective customers.
Madison Avenue admen may have believed that corporate branding had reached its peak in the 1960s. However, the times have changed and it’s more important than ever that businesses consider their corporate identity. Corporate branding is not just for consumers but also employees, shareholders and government organizations. Branding is the way a business distinguishes itself from other companies and communicates its vision, values and purpose to all people who are involved.
