Corporate branding is a method that defines the character of a company through a strategy. This involves the creation of a logo, name tagline, slogan and other visual elements that represent a business. When companies design their brand identity, they will be able to establish an image of their brand that consumers be able to identify with. This leads to a rise in sales as well as brand loyalty.
Smaller companies can also benefit from corporate brands. Many companies employ a uniform marketing strategy across all their products and services to promote the company as a whole. This can save time and money, while also ensuring that all marketing materials and communication with customers align with the corporate image.
Consumers are increasingly savvy and are more likely to purchase from companies that share their values. Eco-conscious consumers will look for products produced by companies that make use of recycled materials or offset their emissions. Corporate branding allows companies to identify the traits which best reflect their brand’s personality and incorporate them into all communications with existing and prospective customers.
The ad-makers of Madison Avenue may have thought that corporate branding was at its peak in the 1960s. However, times have changed and it’s more important than ever for businesses to think about their corporate identity. Corporate branding is not just for consumers however, but also employees shareholders and government organizations. Branding is the method by which a company distinguishes itself from other companies and communicates its vision goals, values and vision to all parties.
