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Corporate branding is the process that establishes the identity of a business through an action plan. This entails the creation of a name, logo as well as tagline and other elements that represent a business. When businesses establish their identity they are able to establish a particular image that people are drawn to and establish a relationship that leads to an increase in sales and brand loyalty.
Corporate brands are not just for large corporations; small businesses benefit from this marketing concept too. Many companies employ a uniform marketing strategy for all of their products and services in order to promote the company as a whole. This can save time and money, as well as ensuring that all marketing materials and communication with customers align with the corporate identity.
Consumers are becoming more sophisticated and prefer to buy from companies that align with their values. For instance, environmentally conscious shoppers will seek out a product manufactured by a company that uses recycled materials or offsets their emissions. Corporate branding allows a company to pinpoint the traits that best reflect its brand’s personality, and then incorporate those into all of its communications with current and potential customers.
The ad men of Madison Avenue may corporate branding have thought that corporate branding was at its peak in the 1960s, however times have changed and it’s more important than ever to look at their corporate identities. Corporate branding is not just for consumers, but also employees, shareholders, and even government agencies. Branding is the way a company differentiates itself from its competitors and communicates to all people in the company its vision as well as its values and mission.
