Today, many markets are overpopulated with both large and small companies and overexposed with marketing messages. This has made for a difficult landscape to get a marketing message noticed. And with the rising costs of getting a new product or service ready for the market, it has become even more important to cut through this clutter. The one sure-fire way of doing this is by having a corporate branding strategy that combines both Reputation Management together with Corporate Branding Marketing.
Powerful corporate branding with positive reputation management can equip most any new product or service with instant credibility and value that simply can’t be reproduced with any sort of product-focused marketing campaign. That is why it is vitally important for any serious corporation that wishes its product offerings to be successful to create and protect a strong corporate brand.
How do you do that? Well, first throw away the notion that branding only involves marketing, i.e. putting an image out there. Yes, it involves that, but a huge part of it also entails relations with investors, media, competitors, government and others. Not surprisingly, these kind of “high-level” considerations require the equally “high-level” attention of such company officials as the CEO and senior management.
By the way, don’t confuse corporate branding with corporate identity—two completely different things. Corporate identity involves a company’s logo and design strategy only. It is merely a component of an overall brand strategy.
Successful corporate branding is all about establishing a long-term vision for a company and crafting the company’s operations to meet that objective.