What is corporate branding?
Corporate Branding refers to the marketing strategy that leverages the brand of a company to represent all of its advertising efforts. Instead of promoting the products and services based on their categories, the company name becomes the “umbrella” that presents them to the public. In that sense, corporate branding is much broader than typical product or service branding, but when implemented successfully it can set a company apart from its competitors and make it stand out to its stakeholders and target audience.
Why is it important?
Corporate branding forms a solid foundation for the core components of a brand’s identity, namely Mission, Vision, Culture, and Capabilities. With these components, a business improves its marketing and builds trust and equality with its consumers, resulting in lower promotion costs and higher conversion rates.
However, one must keep in mind that all these benefits can only come with a comprehensive corporate branding strategy. It is crucial to get corporate branding right the first time. Otherwise, it might result in dilution or loss of brand identity, and the whole thing might backfire and see a net reduction in brand presence.
Two different examples of successful corporate branding
The Red Bull corporate brand is all about fuelling the human body to reach its extremes. Through powerful brand messaging and marketing campaigns, Red Bull made its mark as the epitome of adrenaline, energy, and boldness. It attached its name to people and achievements, rather than pushing any novelty of its product.
Two examples, two approaches:
Different approaches, same results:
These two corporate brands had very different approaches, yet both have achieved great success. What these two show is that the key to good corporate branding is consistency in messaging. Consider these companies and what they represent:
- Tesla – Progress
- Red Bull – Extreme achievement
- Nike – Performance
- Apple – Quality
Corporate branding is about sculpting the positive associations that are linked to your organisation. What’s most crucial is that these associations reflect the core components of your brand’s identity, so that you can really drive these connections with your public.
Steps to successful Corporate Branding
Now that you know what corporate branding is and how it will benefit your company, it’s time for you to discover how you can approach this in your own way. Follow the steps below and you can get a start on your corporate branding campaign.
Corporate branding has several benefits that provide your company with a competitive edge. Through utilising a corporate branding strategy, many huge businesses of today have developed a strong brand that they have used as a launching pad for their skyrocketing growth. That said, businesses of all sizes still struggle to get a corporate branding strategy done correctly right off the bat. It’s important to remember that corporate branding strategies are long term investments, and they need to be stuck to for the long haul to avoid losses.
Spark Interact specialises in digital marketing, and we excel in helping and guiding businesses along their journey into corporate branding. Many of our clients, such as CCR and BuildFix, have improved their performance and sales with a comprehensive corporate branding strategy delivered by Spark.
Are you gearing towards your corporate branding? Get in touch with us and discover the best solutions for you.