The minimalist guide to corporate branding: What is it and how to do it

Various businesses fail or succeed based not only on the quality of their services and products but also as a role of how well they put forward their brand and market it to the consumers. Corporate branding is helpful and is an identifying logo or mark or slogan that consumers know and understand regardless of which product they purchase. It is a paramount component in gaining recognition for products and services and setting up a long-term position in the marketplace.

WHAT IS CORPORATE BRANDING?

Corporate branding is an extensive term that covers every marketing affair of a professional brand and its relationship with each other. In a more advanced manner, it is a core value or philosophy of a business, set to a theme. Corporate branding is how a brand or a corporation presents itself to its employees and the world.

Corporate branding is basically using the brand name of an organization or a company in the overall communication and advertising efforts to the stakeholders. It is the invisible spirit and attitude behind the company that gives it a very unique and distinct identity in the minds of the consumers and the industry. It is a much extensive idea to promote the services and products of the company.

IMPORTANCE OF CORPORATE BRANDING

In general, people today very much want to understand the corporation behind a product. They do not separate their views about an organization from their views about its services and products. This is because of the rise of social media and digital platforms that has formed enormous corporate transparency.

Like never before, consumers, partners, communities, investors, government, employees, and suppliers have a clearer picture of the performance and behaviors of the corporations. They can very easily share their views, knowledge, and experiences of different organizations.

Even though this kind of scrutiny and transparency can be a problem for some organizations, it also offers bigger and better opportunities to various other organizations. Brands and companies that hire corporate branding services and grab onto these opportunities with open hands, and connect with social media and other digital platforms, can simply improve their profile, grow their organizational motives, expand the value of their company, build a strong reputation, and also create an optimistic sentiment.

Some reasons why corporate branding is important are as follows:

• STRONG IDENTITY – your brand or organization certainly gets a true identity by corporate branding. Your brand logo and design are easily noticeable and recognized by consumers, investors, and potential customers.
• LOYALTY AND TRUST – most consumers will only buy products and services from particular organizations because they know and understand the company for several years and have formed a trust. Therefore, when it comes to trust issues, the power of branding is enormous.
• TARGETING – Corporate branding lets marketing attempts to target the most relevant and suitable sections for product offers. The branding differentiates a company by socio-economic factors, lifestyle, and geography. Branding helps consumers to choose services and products that they want, desire, and require.
• VALUE – most importantly, branding adds the kind of value that is good for your business. With strong branding, if you want to sell the business in the future, you can improve both saleability and value.

 ADVANTAGES OF CORPORATE BRANDING

Some of the key benefits of corporate branding are as follows:

• COMMUNICATION

One benefit of corporate branding is the way it smoothly helps with the communication between a company and its clients. Branding normally makes use of the trademark slogan, logo, and name, each of which is very precisely selected to put forth the company’s image of itself and its desired way to appear to the customers. The words that a company uses to brand itself get at the central goals and value of the company. They may also show what kind of clients the company wants to deal with. Consumers tend to understand this information and form views and opinions way before they even get a chance to experience the products and services of a company.

• COST CONTROL

Corporate branding very conveniently spreads the cost of growing a brand image over an extended period of time. This saves a lot of money versus promoting and forming a new brand image for every newer product. It also helps the companies to introduce new products without a new brand strategy, instead, when time is of the essence, companies can rely on the existing corporate brand. With an established corporate brand, there is a sense of price flexibility.

• SIMPLICITY

Corporate branding lets a company avail a single marketing strategy across all its products and divisions. There is no need to create separate branding strategies for particular products. For instance, a technology company or organization can brand itself as innovative and forward-thinking. With this settled by corporate branding, every product that is for sale gets a similar future image just by featuring the brand name or logo of the company. Every new product can utilize the same corporate branding without the need to spend money and time on a new strategy.

• SALES

Once your company gets a personal connection towards a customer, they will recommend it to their families, colleagues, and friends. Thus, you will get new potential clients and will create feasible relationships with them. Even if the cost of your services and products are slightly higher than the other brands in the market, they might not go for the other brand due to the trust they have gained from you and the quality of your products. When it comes to generating sales, corporate branding plays a vital role.

• VALUE OF THE PORTFOLIO

Corporate branding will expand the value of the company’s services and products. Once your organization gets the equity with time, there is a chance to transfer its advantages to its portfolio of brands. The value surely comes from the money and time that corporations invest in expanding a brand that slowly and gradually becomes visible to the consumers. Those who have a positive experience and connection with the products will naturally respond in a more favorable manner in the future. In contrast to this, those familiar with the brand but not its services and products will already have an inbuilt idea of the brand that will make marketing very easy.

SOME POPULAR EXAMPLES OF CORPORATE BRANDING

APPLE

This technological company popular for offering various gadgets ranging from televisions, mobile phones, laptops, tablets, computer systems, are renowned all over the globe with products that are high in technology, class, and quality. The products of Apple can easily be recognized from afar because of the strong strategies and measures taken by the brand to build the corporate branding.

COCA-COLA

Coca-Cola is one of the most loved beverage brands all over the world for many years. It has something or the other to offer to everyone, from aerated drinks, zero-calorie drinks, mineral water, energy drinks, and fruit drinks. The famous slogan ‘Tate the Feeling’ is in everybody’s minds and whenever they consume coca-cola, they get a feeling of freshness. They also hire celebrities and influencers from all walks of life to have a deeper connection with the target audience.

CONCLUSION

The concept and term of corporate branding are much more than aesthetic design templates and catchy logos. It is also about customer service, affordability, objectives, and the fundamentals of the organization.