Modern corporate branding is all about creativity. Marketers have to constantly re-think the way they want to win their customers. It is a singular consistent look that’s carried forward on all channels, from digital correspondence and emails to company websites and social media.  

A successful corporate branding is built on the company’s authentic nature – the foundation of the company’s values and personality. The company’s values are typically identified by corporate owners and leadership and may refer to principles, such as service, joy, respect and other intangible characteristics. 

The basic idea of  corporate branding goes beyond product-related brand management.  Brand management for the entire company is not limited to defining the identity and integrated it internally and externally using iconographic elements and tools.  Corporate Brand goes beyond the corporate identity.  Although the needs for information in different target groups are very diverse, they also mix.  Not infrequently, for example, employees of a company or current customers also have shares in shares.  The claims of these stakeholders must be harmonized with the elements of brand policy.  

Within the company, the corporate brand is manifested by binding values ​​and serves as an orientation for the employees.  These, in turn, act as key brand ambassadors to current and future customers and partners of the company, due to their strong identification with the company’s values.  Externally, the addressee groups are significantly more diverse.  

In this context, the impact of the corporate brand  on HR management should also be considered.  This is clearly reflected in the term „employer brand”.  A clear and powerful corporate brand is an advantage when recruiting also.  

Why You Need Corporate Branding? 

It is important to keep one thing in mind: your company will have a brand, whether you take steps to design and implement one or not. That’s because a brand is how the world sees your company. Your 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.  

It’s up to you how you write your digital story so that your customers will come back to you over and over again. 

Author:  Liliana Țene is Marketing Director at }exghts. A Jedi digital marketer and a courageous parachute jumper. See more about her here.