What is Corporate Branding Part One
The term corporate brand means the marking of the entirety of a company. It corresponds to the company name and extends beyond the product dimension.
In contrast to a common branding strategy, which provides the product image for customers, the corporate brand should create a consistent corporate image.
That means that the whole company should be anchored as a brand in the customers' minds and those of the employees and all stakeholders.
What is The Job of Corporate Branding?
The task of corporate branding is to develop the corporate brand. This requires a consistent interplay of corporate strategy, business activity, and brand style.
The attitudes of employees and external stakeholders towards the organization are also necessary. If all of these factors coincide and provide a coherent picture, the corporate brand can account for up to 50 percent of the company's value.
Corporate branding is a further development of the so-called corporate identity. Because defining the identity of a company and appearing with a collaborative design (corporate design) and appropriate corporate communication is no longer sufficient to pursue a holistic branding policy.
A group can differentiate itself from the competition through its corporate identity. It includes the company's positioning and values that fit the corporate culture and business strategy.
The corporate identity is manifested primarily in the corporate brand, which identifies the company as something unique both internally and externally.
Therefore, corporate branding is intended to profile the corporate brand externally and internally, increase its value, and firmly anchor it in the minds of the stakeholders. As a result of social uncertainties and an abundance of information, the corporate brand logo design is also becoming more critical.
In this way, ecological, economic, and social sustainability are also linked to the brand, creating added value for its products. Otherwise, these would be easily exchangeable. Corporate Brand Management is responsible for the brand management following the branding and its further development.