Corporate branding is the process of establishing the personality of a business through an action plan. This involves establishing corporate names, logos as well as taglines and other visual elements. When businesses establish their identity they can create a distinct image that consumers identify with them and build an association that results in an increase in sales and brand loyalty.
Corporate brands aren’t just for large corporations; small businesses benefit from this marketing idea too. Many companies implement a consistent marketing strategy that is applied to all their products and services to promote the whole company. This helps save time and money, and ensures that all marketing materials and communications with customers are consistent with the corporate image.
The consumer is becoming more savvy, and prefers to buy from companies that align with their values. Eco-conscious consumers will look for products produced by companies that recycle materials or offset their carbon emissions. Corporate branding helps businesses identify the traits which best reflect their individuality and then incorporate them into all communications with existing and potential customers.
The ad execs of Madison Avenue may have thought that corporate branding peaked in the 1960s, but the times have changed and it is more crucial than ever for businesses to think about their corporate identity. Corporate branding benefits not only consumers, but also employees, shareholders, and even government agencies. Branding is how companies distinguish themselves from its competitors and communicates to all those who are involved its vision, values, and purpose.