Corporate branding is the process of establishing a personality of a company through an action plan. This includes the creation of a logo, name, tagline and other visual elements that represent a company. When businesses establish their identity, they are able to create a distinct image that people connect with and create a relationship that leads to an increase in sales and brand loyalty.
Corporate brands aren’t only for large corporations. Small companies can benefit from this marketing concept as well. Many businesses use one marketing strategy to promote their company across all products and services. This can save time and money, and ensures that all marketing materials and communication with customers are consistent with the corporate image.
The consumer is becoming more savvy and prefers to purchase from companies who share their values. Environmentally conscious consumers will look for products produced by companies that recycle materials or offset their emissions. Corporate branding allows businesses to determine the characteristics that best reflect their brand’s personality and incorporate them into their communications with current and prospective customers.
The ad men of Madison Avenue may have thought that corporate branding was at its peak in the 1960s. But the times have changed and it is more crucial than ever for businesses to take into consideration their corporate identity. Corporate branding benefits not only consumers, but also employees, shareholders and even government organizations. Branding is the process by which a company differentiates itself from its competitors and communicates to all stakeholders its vision values, mission, and values.