Corporate branding is the method of establishing the character of a company using an action plan. This includes the creation of a name, logo, tagline and other visual elements that represent a business. When businesses establish their identity they can create a unique image that consumers identify with them and build an association that results in increased sales and brand loyalty.
Corporate brands aren’t just for large corporations. Small companies can benefit from this marketing idea too. Many companies implement a consistent marketing strategy that covers all their products and services in order to promote the whole company. This saves time and money, and ensures that all marketing materials and communications with customers are consistent with the corporate identity.
Consumers are increasingly savvy and will purchase from companies who share their values. For instance, eco-conscious buyers will choose products made by a company that uses recycled materials or offsets their emissions. Corporate branding allows companies to find the traits that best reflect their character and then incorporate them into all communications with current and potential customers.
Madison Avenue admen may have thought corporate branding peaked during the 1960s. But times have changed, and it’s more vital than ever for businesses to consider their corporate identity. Corporate branding benefits not only consumers but also employees, shareholders and even government organizations. Branding is a way that a company stands out from the competitors and communicates its vision goals, values and vision to all stakeholders.