Corporate branding is a much broad concept than product branding as it focuses on the mindset and spirit of a company’s reputation in the marketplace. It helps determine the unique selling point (USP) of an organization, and differentiates it from its competitors.
Corporate Branding offers a broad range of benefits including making businesses stand out from the competition, improving customer relationships by establishing trust and loyalty with consumers, and reducing the board room need for product marketing. It permits the expansion of the brand and recognition of products over time, because consumers identify them with a familiar name.
A well-defined brand is important for any business. It can be used for advertising, public relations, and employee recruitment. Creating a strong corporate brand requires much thinking and planning to ensure that the company’s message is delivered in an effective manner.
Developing a corporate brand is a challenge for small and large companies alike. While ad agencies on Madison Avenue may have you believe that branding for corporate companies peaked in their smoky, martini-soaked boardrooms, the advent of the internet and social media has brought with it numerous new challenges that require fresh thinking. Many companies are merging corporate branding with marketing, communication, and even environmental and social responsibility initiatives.