You’ve probably heard about branding, but never thought about your corporation as a brand, right? Or maybe you already know how important it is to have a coherent image among clients and employees. That’s basically what we are talking about here. Exactly, you’ve guessed it. For the next few minutes you will find all you want to know about corporate branding: what it is and how to succeed at it.
What is corporate branding?
Corporate branding is the way a corporation presents itself in public, and how it presents to its own employees. As you already know, employees, customers, partners, and all other stakeholders play a key role in shaping the image of a brand. Equally a brand is a reflection of all the individuals related to it. That’s why consistency matters so much.
However, being consistent depends on defining a very clear philosophy and sticking to it. This will represent the values, mission, vision and identity able to resonate with people -from employees to customers-.
In other words:
Corporate branding is a strong tool for re-aligning a corporate strategy and ensures that the corporation – big or small – is leveraging adequately on the un-tapped internal and external resources.brandingstrategyinsider.com
What is this all about
Corporate brand is mostly about brand identity. It reflects what you stand for as a business, your mission and who you serve. It is the image, ideas and associations that come to people’s minds when they think of your brand.
That’s why corporate identity is not just your logo. Instead, it shows by:
- Your visual identity
- Brand voice
- The customer experience that you are able to deliver
How to do it right
Outline your company’s mission, values and objectives
What do you stand for? Do your employees know it? This is the first step in developing a consistent brand image that marketers portray in their campaigns and sales and customer service teams reflect in their communication.
Define your target audience
Who do you stand for? Knowing your potential customers is crucial for attracting them and creating loyalty.
Audit your brand
Understand how well your corporate identity is doing and how to improve results. What can you do to make it more appealing to your target customers? Ask your employees and customers. Have you ever considered the possibility of surveying them? Also, it’s time for a SWOT analysis.
Highlight your USP
What’s your differentiation point? In other words: What makes your brand stand out and differentiate itself from the competitors. Making it very clear and understandable is key as marketers on your team can promote your value proposition to reach the right customers.
Define your brand voice and messaging
This is an essential aspect of your corporate branding. It helps develop a strong image and makes your business memorable. Create a chart that describes each trait of your brand or try to define it in a few words.
Work out your visual identity
Logo, colours, font… Do you feel a bit lost here? Don’t worry because we explain it all here.
Establish your corporate branding guidelines
A style guide is a manual that puts all aspects of your visual identity including details of your color scheme, typography and more in one place. But most importantly, it is the document that guarantees total consistency when using your branding materials.
What is corporate branding?
Corporate branding refers to the way a company presents itself in public and to its stakeholders, creating an image that represents its identity, vision, mission and values.
What elements are included in corporate branding?
Your corporate brand doesn’t just include your logo, it consists of your whole visual identity, brand voice, messages and the customer experiences that you deliver.