Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services.
Actually, it is more than just a logo. At the core of every brand is a pledge to those you serve – a promise to consistently do or offer something in a way they come to expect.
Your brand is WHO you are, WHAT you do, WHY you do it, and who you do it FOR. It’s your promise to your customers. It represents what customers expect your company to deliver.
A corporate logo is the visual piece of the brand – it’s a visual way to represent the who, what, why and for.
This, as well as employees, partners, customers and all other stakeholders play a key role in shaping the image of a brand; a brand is a reflection of all the individuals directly or indirectly attached to it.
All successful companies use logos, slogans, or symbols that represent their products or services. These can be in the form of promises, traditions, and identity.
How Do I develop an Effective Corporate Brand?
For starters, it can be overwhelming to even figure out where to start. But essentially, you have to get the core guidelines from the word go.
- Brand Audit: You would like to perform the SWOT analysis of your brand first. From there, you will know what is wrong and how correct it, current strengths and what to keep or improve, and so on.
- Determine the Brand’s Promise: This is the core of your brand. Define the who, what, why and for. This is your mission, your customers, your products and services, your promise, etc.
- Teamwork: Once you have defines the brand’s promise, the next part is execution. At this point, you would want everyone in the organization to be on the same page, moving towards the same goal.
- Bring the ideas alive: Once you have everything in place, you need to break it down into actionable snippets, the logo, the mission, and extrapolate it into the future. This is where you need to enforce the ideas and bring the brand’s promise to action.
Rebranding can be very costly in many ways. It cost money and may as well cost you customers to adjust to the new normal. We are happy to be part of your corporate branding process. Engage our team on this and let us walk together in achieving it right from the beginning.
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