Corporate branding is a much broad concept than product branding because it is focused on the personality and character of a company as well as its reputation in the marketplace. It helps in identifying the unique selling point (USP) of a company and helps distinguish it from its competitors in the market.
Corporate branding comes with many advantages, including helping companies stand out from crowd, increasing customer loyalty and reducing the need for marketing. It also permits the expansion of a brand’s name and the identification of new products over time as consumers associate the product with a brand they know.
A well-defined brand is essential for any company. It can be employed for advertising, public relations, as well as employee recruitment. The creation of a strong corporate brand requires an extensive amount of analysis and planning to ensure that the company’s message is conveyed in a her response logical way.
It can be a challenge to develop a corporate identity for both large and small companies. While ad agencies on Madison Avenue may have you believe that corporate branding was at its peak in their smokey, martini-soaked boardrooms social media and the internet has brought a host of new challenges that require fresh thinking. Companies are increasingly taking a holistic approach to corporate branding, marketing, communication and even environmental and social responsibility initiatives.