What is Corporate Branding And How is it Done?

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Corporate branding refers to promoting a brand name of a corporate organisation, instead of specific products or services.

What goes through you mind when you see the Apple logo? Everything associated with the brand or one thing about it flashes through your mind: I personally think prices and efficiency.

Premium pricing, expensive, fast, consistency, Steve Jobs, innovation , computers, Laptops, Iphone, Imac etc.

It’s a cool but simple logo with no text giving a whole story about the Apple brand. Consistency and representation are some of the main ways Apple Inc achieved creating such a memorable impression.

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Brand Identity

Difference between Brand and Corporate Identity.

Brand identity refers to the awareness of a particular product, service or idea a company or individual business owner provides. In generating a brand identity, the key is to distinguish your product, service or idea from similar products, services and ideas from competitors .

Corporate Identity

Corporate identity is similar to brand identity. However, corporate identity refers to the understanding of the entire company, not just one idea, product or service provided. One business may have many different brand identities wrapped up in its corporate identity. However, a good corporate identity starts with a good professional brand Identity.

How to build a powerful corporate brand?

When developing a corporate brand, you need to verify:

  • What is your brand all about?
  • Product and services you offer
  • Solutions your organisation products and services you provide
  • Who are you targeting?
  • Why should people choose your brand over others?
  • What do you promise to offer?

After answering these questions carefully you can move forward and do some homework which includes:

  • Identify anything wrong in your business
  • Build clear and convincing brand message
  • Work on your business’ visibility, get a professional website
  • Design a nice professional logo that best represents your business
  • Develop a good brand identity

If you wish to skip all this and hire a professional to do it for you, here is a few suggestions.

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corporate Branding

Where to Start when building a corporate identity.

Consider where you are coming from

You started this business for a reason and it’s important to not lose sight of that reason as you grow the business. Spend some time reflecting on:

  • What were your motivations for starting this business?
  • Your vision and purpose
  • Your plans for how it would develop

Although the business should evolve, having your initial motivations and plans clear upfront will give you a strong foundation and ensure that you build the business you dreamed.

Find out where you are

Before you start to look at where you want to get to, you’ll want to work out where you are today. Take the time to do some research to answer questions like:

  • What do your existing customers and employees think?
  • Which impression does the company materials give?

You may find some really positive feedback and keywords that you’ll want to keep but you may also find areas of improvement. Use the positive and negative input to build your corporate identity for the future. Find out everything you can about your client/or your own business before getting started with the corporate identity.

Create a vision for the future

A corporate identity takes time to build and so there’s no point in developing something for where you are today it’ll be out of date before it has even had an impact! Instead, you want to be looking ahead to where you’re trying to get to with your business, let’s say over a five-year horizon:

Where do you want to be with your company in five years from now?

What will your internal structure and workforce look like?

 What new products and services will you be launching?

Looking ahead like this will help to ensure that the identity you’re developing now will not only be relevant in years to come but will even help you get there.

5. Develop your corporate identity

You know where you’ve come from, where you are today and where you want to get to; you know what your competitors are up to; and you’re now ready to craft your very own corporate identity! both the design aspects and the culture and personality side of things.

  • Study ow to develop your branding strategy  it will take you through the important elements of your purpose, core values, your brand personality and your position.
  • Research about developing your brand identity this shows the details of your brand design i.e typography, color palette and form as well as how these will be brought to life in your logo, website, business cards, etc.
  • Learn more about coming up with a brand style guide this is where you’ll keep track of all those items of your brand identity in one handy reference document.

When you’re a small company with just one brand, your company will successfully be based just on that one brand. There may be differences between how you present your brand to your clients and how you present your company to investors and other corporate; however the process is the same!

Elements of a Brand Identity

What is brand identity?

Brand identity is the face of a brand. it is an emotional and even philosophical concept,

 It is also the visual component of a brand that represents the large ideas.

Brand identity includes logos, typography, colors, packaging, and messaging, and it acclaims and reinforces the existing reputation of a brand. Brand identity attracts new clients to a brand while making existing customers feel at home. It’s both outward- and inward.

It’s vital that brand identity be consistent. Because it’s representing and reinforcing the emotions of a brand, the message portrayed by brand identity components needs to be clear, and it needs to be the same no matter where it’s displayed.

Below is an overview of key designs elements you need to create a brand identity that is strong, consistent and attractive.

  1. Clear brand purpose and positioning.

Determine what your purpose and positioning is. Brand purpose is the reason for the band existence. Brand positioning is the naming of who is benefiting from your product and why your product is a better option than that of the competitors.

Defining these will inform your strategy as you create  logo, decide on a colour pallet etc. Brand positioning is the process of making the purpose actionable. By naming your target customer and differentiating yourself from the competition, you lay the groundwork for your brand to accomplish your purpose.

  • Through market research

A brand’s purpose and positioning can be known, at least in part, by market and buyer research. To comprehend the cultural tension described in the previous section, research is critical.

One of the best ways to conduct market research is to simply talk to people. Phone interviews allow for detailed discussions and place a helpful emphasis on the human element of research—an element that’s essential if you want to make an emotional appeal to customers.

Beyond phone interviews, online survey tools, government resources are a powerful tool.

One of the best ways to conduct market research is to simply talk to people. Phone interviews allow for detailed discussions and place a helpful emphasis on the human element of research—an element that’s essential if you want to make an emotional appeal to customers.

  • Likable brand personality

Brand personality is an important thing to consider. It will come through in every part of your brand identity if you get it right. Brand personality has a huge iimpression on the voice and tone used in your marketing materials and other communications. If a personality isn’t established, customers will get mixed messages and have trouble connecting with your brand.

If you’re having a hard time getting started, here’s an exercise to try: Which celebrities best represent your brand? Is there a media personality, musician, or public personality that embodies the same traits as your brand? This could be a good starting point for nailing down different aspects of your brand’s personality. After listing the attributes of the kind of person your brand would be, brand your personality into a single statement.

  • Memorable logo

Your logo is primary to your brand identity design. It’s the piece of your brand identity that will be displayed to people the most. It needs to match with all the other elements of your brand identity, as well as the wider emotional appeal of your brand

To expand your chances of having a memorable logo that inspires a strong emotional response, go for a simple look. When a logo is simple, it becomes an open canvas clients can fill with positive experiences they have with the brand. Also, the simpler the logo, the easier it is to scale between mediums such as digital advertising and the more traditional print advertising such as flyers or brochures.

The final thing to consider when designing a brand logo is all the places  it could possibly be displayed. A logo needs to be pliable enough to look great on a huge billboard or as a social media icon. Simplicity is helpful here as well.

  • Attractive color palette

Color palette should be simple with only 1 to 3 primary colors. Knowing a bit about the emotions conveyed by certain colors can help you select the right ones.

A lot of color psychology is intuitive, like blue expressing calm and red and yellow expressing passion and energy. Depending on the tint or shade of a color you use, that response can be adjusted. A tint is the color mixed with white, making it lighter, and a shade is the color mixed with black, making it darker. A lighter tint of blue conveys tranquility, while a darker shade of blue often conveys trust, an effect that many banks use in their color schemes.

  • Professional  typography

Finding the right font might be stressful, but you will come out ahead when you pick a font that works in harmony with your logo and colors.

Fonts are powerful. The popular fonts are recognizable even when taken out of context. You’ll want a single primary typeface to lead your brand design, and it should work well with your logo and your color palette. It should also, like your logo and your color palette, be simple. Below are simple don’ts when using typography

  • Don’t avoid default fonts. They’re readable, and you can set the typeface differently if you want it to stand out.
  • Don’t mix more than two font families at a time.
  • Do mix two or more fonts that are contrasting (such as a serif and a sans-serif).
  • Choose the right font size and line length for legibility.
  • Don’t use all-caps to emphasize text.
  • On-brand supporting graphics

Since we live in a multimedia world, the final step in creating a brand identity is an extended visual language with supporting graphics, design assets, icons and photographs.

Take a look at Google’s Visual Assets Guidelines to see how they carefully explain their take on icon design. Because of Google’s close attention to their increased visual language, when you see a Google icon, you know it’s a Google icon.

Creating a brand guide that addresses multiple elements of brand design will help streamline the production of ad materials in the future. This ensures that every email newsletter, social media post, or promotional pamphlet adheres to the same familiar standards.

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Purpose of Corporate Branding

A successful corporate brand is defined by the company’s vision, values, and objectives. The reason for adopting a corporate brand is to have a unique and consistent look and feel across every medium.

This is conveyed visually that is (through the logo, the company website, product packaging etc.), through the tone of voice (the language used in communications) and through customer service. In short every piece of communication from the company, and the company’s every behavior; help build a solid brand identity.

Shapes Customers’ Opinions & Fosters Loyalty

A corporate identity is also a bridge connecting businesses with potential customers and partners. It builds up customers’ conscious and subconscious opinions of the company as a whole.

Setting up your company’s characteristics and its strengths helps increase the chances of winning customer hearts and loyalties.

Creates Brand Awareness

The consistent visual expression of a brand creates awareness among customers, shareholders, and employees. Every positive aspect of a brand’s image will be printed on people’s minds, and used later to recognise a specific brand among competitors.

Avoids Misrepresentation

Having an accepted identity leaves no room for disorganizations or inconsistency in a brand’s personality. It shows that the company has done everything in its power to project and live the best identity possible.

Inspires Confidence

Successful corporate identities have the ability to convey a high level of professionalism to consumers, industry peers and investors. This effectively generates credibility within the company’s sector.

Corporate identities can be big investments, which indicates strong commitment and shows that your business is in the industry for the long-term.

Conclusion

Branding is about building consumer trust in an organization’s products.as a result , companies are investing heavily into marketing campaigns that can boost the value of their brand.

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