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What is Corporate Branding?
Home » Advertising & Marketing » Corporate Branding and Corporate Identity » What is Corporate Branding?Posted by Your Guide on October 31, 2005 9:10 PM
Branding first came into existence in the early days of ranching where burning one's mark on a cow’s rear end helped ranchers distinguish their cattle from those of their neighbors. As branding progressed from cattle to commerce, companies began realizing the power of unique brands. While corporate branding doesn’t involve burning anything on anyone’s back side, the overarching concept is the same.
In the corporate realm, branding is a business process that is planned, specific in nature and integrated throughout the company. Because the corporate brand is a company’s most important asset, the process of branding provides the direction, inspiration and energy for the brand itself. Branding also influences the organization’s name, identity, logo, stationery, web site, visual expression, philosophy and corporate culture…just about everything the company stands for, all the way down to the look of its facilities and the behavior of its employees.
Powerful branding also greatly influences customer behavior, motivating consumers to buy your company’s product over those offered by your competitors. This, of course, strengthens the bottom line. All in all, the goal of corporate branding is to create the personality of the company and associate it with the brand.
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