Corporate branding is the method of establishing the character of a company through a strategy. This involves creating the company’s name, logo along with taglines, logos, and other visual elements. When businesses establish their identity and brand, they can create a specific image that people associate with them and develop an association that results in increased sales and brand loyalty.
Corporate brands aren’t only for large corporations; small businesses can benefit from this concept too. Many companies implement a consistent marketing strategy that covers all their products and services to promote the company in general. This can save money and time, and ensures all marketing materials and communications with customers are aligned with the corporate brand.
The consumer is becoming more sophisticated and will purchase from companies that align with their values. For instance, eco-conscious buyers will search for products made by a business that uses recycled materials or offsets their carbon emissions. Corporate branding allows companies to identify the traits that best reflect its brand’s personality, and then incorporate those into all of its interactions with current and potential customers.
The ad men of Madison Avenue may have thought that corporate branding peaked in the 1960s, but the times have changed and it’s more important than ever before for businesses to look at their corporate identities. Corporate branding is not just for consumers, but also employees, shareholders and government agencies. Branding is a way that a company distinguishes itself from competition and communicates its vision, values and purpose to all stakeholders.