Corporate branding is a much broad concept than product branding because it is focused on the character and attitude of a company as well as its reputation in the market. It helps determine the unique selling point (USP) of an organization and helps distinguish it from its rivals.
Corporate Branding can provide a vast range of advantages, including making businesses stand out from the competitors, improving customer relations, building loyalty and trust among consumers www.marketcorporate.com/corporate-branding-and-the-work-of-the-chief-marketing-leaders/ and minimizing the need for product marketing. It allows for the extension of the brand and recognition of products over time, because customers identify them with a familiar name.
A clearly defined brand is crucial for any business. It can be used for advertising, public relations, or even for recruitment. To ensure that the message of the company is effectively delivered, a strong corporate branding strategy requires lots of thought and strategy.
The process of creating a brand for your company can be a challenge for small and large companies alike. While the advertising agencies on Madison Avenue might have you believe that branding for corporations was best in the smoky boardrooms with martinis, the emergence of social media and the internet has brought a new set of issues that require an innovative approach. This is why companies are integrating their corporate brand into their communications, marketing and even their environmental and social responsibility initiatives.