Corporate Branding
Corporate branding is a much larger concept than brand branding because it is focused on the character and attitude of a company and its reputation in the marketplace. It helps to identify the unique selling point (USP) of a business and distinguishes it from competitors in the market.
Corporate Branding can provide a vast range of benefits including distinguishing businesses from competition, enhancing customer relationships by establishing trust and loyalty among consumers and minimizing the necessity for marketing products. It also permits the extension of a brand’s name and recognition of new products over time because customers associate the product with a well-known brand.
A well-defined brand is essential for any business. It can be employed for advertising, public relations, as well as employee recruitment. To ensure that the message of the business is effectively communicated, strong corporate branding requires much analysis and strategy.
It isn’t easy to develop a corporate identity for both large and small companies. While ad men on Madison Avenue may have you believe that branding for corporate companies peaked in their smoky, martini-soaked boardrooms the internet and social media has brought with it many new challenges that require fresh thinking. A growing number of companies are using corporate branding to enhance marketing, communications and even social and environmental initiatives.
