Corporate Branding: Definition and Importance to your company
The last quote I read that made me think hard was written on the back of Terry’s shirt. Terry is my colleague and the quote said “There are no traffic jams along the extra mile.”
I know this to be true and I will share my thoughts on how this quote can help you grow your business. A few years ago, I founded an e-commerce startup with three of my closest friends. I was young, ambitious, and I only cared about sales, profits and cash flow. What I didn’t know at the time is that in business, everything affects everything.
Like many people, I believed that a company logo, complimentary cards and some t-shirts were enough to say we were corporately branded.
“Corporate branding goes beyond these things, Victor” my co-founder, Emmanuel always said. I didn’t care and that is where I failed. I failed to see that the purpose of adopting a corporate brand is to have a unique and consistent feel across every medium. Eventually, the business failed and I learned the importance of corporate branding the difficult way. I don’t want you to tow the same path and that is why you should keep reading.
WHAT THEN IS CORPORATE BRANDING?
In the words of one of my favourite digital marketers “Corporate Branding is an act of using the brand name of the company in the overall advertising efforts and all the communication to the stakeholders.”
However, in simpler terms, corporate branding involves creating a unique name and image for a product in the consumers mind. And this can be done through advertising campaigns with a consistent theme. Although I love this definition, one thing it failed to mention is that corporate branding does more for your employees than your customers.
The truth is that before your customers can buy your “Image”, product or service, your employees have to believe that you are who you say you are. A successful corporate brand is built on the company’s authentic nature, not a mix of colours or a logo design. Your employees, customers, leads and prospects, as well as your vendors and competitors all form an opinion of who you are, what you do and how well you do it. They will all form perceptions of your brand’s values, personality and reputation.
Corporate branding defines your company culture and it is a major determinant if your business succeeds or fails. If your brand has the values of fun, family, kindness, professionalism, innovation at its core, then you can expect your employees to be reminded of these values every working day. And when your employees work with these values in mind, they relay the same to your customers and stakeholders. A corporate brand is a state of mind and I realized it too late.
You have an existing business and it’s not late for you, take the first step to building a brand your employees, customers and stakeholders will be proud of But apart from pride, profit always follows a good brand and you can see examples in Apple, tesla and the rest. Contact WOCA Corporate Branding now for all your banding needs.
The good thing is that we are affordable and can match all budgets. Visit us at No 88, 4th Avenue, Gwarinpa. Abuja. Or call 08160000316 to get started.