How Does Corporate Branding Work?
Successful corporate branding is when a potential client links the name or logo of the company to a specific product or service. This instant recognition is achieved through various stages of implementation, one of the most important of those being logo design.
In the commercial advertising industry, there are three generally recognized key points of consideration when branding a company. These key points are ‘Who, What and Why?’.
Corporate branding focuses on the instant recognition of a product or service when a potential customer hears the name or views the company logo. Therefore it is important that the company behind the brand has taken steps to identify and analyze their methods of, and reasons for operation.
By determining a company’s reason for operation, or the ‘Why’ stage, corporate branding can accurately represent the company behind the brand, pushing their business forward into a competitive industry.
There is no one size fits all solution when it comes to corporate branding. Two companies might offer very similar services, so how is it possible to brand both companies so they are instantly recognizable to the client? Both companies must be unique, there can be no risk of the client confusing one brand for another or misunderstanding the services provided, thus reinforcing the three key points at the heart of the company.
Advertising efforts work best when supported by a strong brand. The best way of ensuring clients remember a brand is a visual element in the form of a logo. The picture superiority effect shows that the human brain will more likely remember an image than a word or name.
Often your company’s logo will be the first thing a potential client sees. Within the environment of corporate branding, logo is a priority. Once a good visual logo is established, advertising efforts can evolve from there, using not only the company name but a visually appealing brand logo as well.
Further to the instant recognition of a brand name, there are additional benefits to corporate branding when successfully implemented.
Compared to non branded companies, successfully branded companies can expect cost savings by not having to produce a separate brand for each new product or service offered as generally speaking, the existing brand will cover new services and products.
There will also be less time lost to strategy planning to market new products and services as they can be umbrellaed under the existing brand.
Customers are also more likely to buy new products and services from a brand with which they have had a positive experience previously.
Successful corporate branding can identify different companies easily who offer similar products and services, improving client uptake and reducing marketing costs and lost time on planning and marketing strategies.