What is a successful corporate brand and
corporate identity and why is it important that every company establishes a strong one?
A strong and consistent corporate brand and identity is crucial to establishing a trust and understanding with your customers about your product or service. This identity will be what your customers come to know your company, your products, and your services as. Their opinions will be formed based on the effectiveness of your corporate brand identity and consistency of how you use it. A strong corporate brand identity will set you apart from your competitors. Effectively implemented, your brand identity will force your customers to quickly and easily recognize your brand and will create an understood level of confidence. When you establish and uphold your corporate identity your customers will recognize all your marketing messages as they encounter them. This is a powerful opportunity as it makes your marketing, branding and advertising dollars much more effective.
Your corporate theme and brand identity should "burn" your brand into the minds of your current and future customers. For example what do you think about when someone says, or when you see "the golden arches". McDonalds of course, and how about when you see that infamous "swoosh", well that one is telling unto itself, it's NIKE. Even though these companies have the ability to spend millions of dollars on branding and marketing their products, you also have the ability to make the same impact on your audience, without having to spend millions of dollars. How? It's simple.... a consistent and well appointed corporate brand identity.
If you are starting a new company, re-branding an existing company or if you are launching a new product or service, establishing a strong corporate brand identity will make your marketing and advertising initiatives easier to manage, less costly and more effective.
Developing a strong corporate identity will require appropriate graphics, graphic standards and a rule book of how, what, when and why graphics and corporate messages are to be used. Don't make the mistake of believing this is a simple process; even a seasoned marketer will spend many hours on developing an intelligent and successful corporate brand identity guide book. Further, it is important to understand that this will not be an overnight project or an inexpensive one. You may want to prepare yourself for a big surprise as you are getting prices for this service.
Be sure that you task this responsibility to a seasoned marketing professional or firm, as this is not a process that will be easy or a process that should be taken lightly. You will need a professional who fully understands this process and is both knowledge and experienced with this process. If your marketer or marketing firm makes light of this process you will want to take great caution with proceeding with them. Be sure you ask questions of the firm, the lead strategist and the creative director. These will be the key players to ensure your corporate brand identity is strategic, creative and unique. You must be confident that they understand your product or service and that they know your company's marketing goals.
Feel free to contact us for a free consultation regarding corporate identity. We would be happy to discuss your needs and provide you with solutions that work!
