Pinning your identity-‘Corporate Branding’
“If your business is not a brand, it is a commodity.”-Donald Trump
When it is a contentious motto of organizations to overtly expand their ownership into their brands, they opt for corporate branding. It is a sensible decision because it truly provides a definite identity or imparts ‘crystal clear portfolio’ footprint. It’s not just the practice of product advertising, but has a much broader scope in promotion of your entity.
Product labeling versus corporate branding
Some big corporate entities prefer to go for a simultaneous practice of product or service branding and corporate branding-described by the complex brand architecture. The best utility of corporate branding is that a common ideal advertising campaign can be used for promoting several solutions or products. Due to celebrated corporate identity any new product launched by them gets easy acceptance in the market. Corporate branding positively influences the stakeholders of an organization like the investors, sponsors and the employees. However, this strategy may is disastrous for creation of distinct brands and their images. The unique characteristics of individual products may get concealed and hence the customers may get an ambiguous product identity, which may mislead the customers. Appropriate corporate brand architecture can strike the right balance between ‘corporate branding’ and Product labeling, which needs innovative and robust branding skills of any creative agency.
Corporate branding is just limited to a specific brand mark rather it touches multiple points of advertising like logo design, efficient customer service, alienated training and skill development of employees, packaging as well product and service quality. Any interface between the public and your corporate brand is responsible in creating perceptions about your brand, so corporate branding must cover all these touch points or interfaces.
The process of corporate branding must include-Analysis of brand or brand audit, wherein it must review the expectation of the employees, the perception of its stakeholders, investors and consumers and the strategic vision of the company’s top management.
Integration of principles
An integration of marketing communication and social responsibility can grant a transparency about the brand as a whole. The chances of this transformation are to give a clear overview of the company’s performances.
Breathing life into your corporate brand by determining your ‘brand promise’ and visually represent it via logos and other collaterals- yet another important criteria in the same line.
If any company is made public, then that entity can make a impact on the market only if they are identified as a legitimate entity basis the collective performance of its previous products and solutions.
A corporate entity with remarkable portfolio is able to talk to the investment market more clearly compared to any individual brand.
Corporate social responsibility
The whole entity with a wider perspective can feed the message to the society in a better way as the audience is aware of its prior works in the society towards betterment. The community projects sponsored by the corporate entity and their sponsorships can provide a cross-cutting advantage to its newer perspectives.
It’s a well-argued fact that the big picture of corporate branding has the capacity to overshadow their own individual assets and thereby dilute their valuable individual brands, but in the long run this agenda of forming a ‘bigger entity’, gives a competitive edge in the market.
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