How to Reach Strong Corporate Branding
Our decision to buy something mainly stems from emotional considerations and apparently, we try to find certain significance in the things we buy. As a brand, therefore, you will have to know where you stand in this rapidly changing world of social media, internet, and technology. It is important to have strong corporate branding because a strong brand ensures that more products are sold and at a higher price, that the choice is easier for a customer and that a large company is much easier to manage. This blog will explain the difference between corporate branding and product branding and it will discuss brand management and brand activation. This way, I hope to give starting entrepreneurs an idea of what is possible with your company and brand.
“Products are made in factories, brands in people’s minds” (Walter Landor)
Corporate branding versus product branding
Corporate branding is using your company name as a brand in all your communication with stakeholders as opposed to promoting your products to the consumer (product branding), Lemento describes. “Being unique is no longer a competitive advantage. As soon as a new product is launched, a competitor puts a similar and cheaper product on the market. A corporate identity is not so easy to copy.” Hatch and Schultz (Bringing the corporation into corporate branding, 2001) claim that this image is not only focused on customers: “The corporate brand contributes not only to customer-based images of the organization but to the images formed and held by all its stakeholders, including employees, customers, investors, suppliers, partners, regulators, special interests and local communities.”
As a result, corporate branding may seem a daunting task but the key is to differentiate your brand through simplicity, consistency, creativity, and relevance. According to Frankwatching, you need a brand platform for this, giving you direction in the daily routine, giving people a common goal and serving as the basis for a communication plan. A good brand platform is based on business logic and consumer insight and it shows a clear picture of the future. Moreover, the stakeholders should agree on it and you should be able to explain it in a few sentences. A brand platform consists of:
- Vision: What is our goal?
- Core competencies: What do we do best?
- Differentiation: How do we distinguish ourselves from the rest?
- Core consumer: On whom do we focus?
- Core values: In what do we believe?
- Personality: What characterizes us?
- Mission: Why are we doing this?
- Brand promise: Why should you pick us?
You continuously have to adapt this brand platform to the current developments in the world. For example, a change in your mission or vision shows consumers that you continue to innovate, which is considered positive.
Dare to differ – brand activation
Brand activation aims to establish some kind of brand experience through an orchestrated physical contact between the consumer and the brand. It is the opportunity to prove a brand claim that has been carefully constructed for years. Red Bull is a good example. In addition to the energy drink, they have a record label. In addition, they also organize the Red Bull Air Race and Red Bull Stratos. These events embody the slogan Red Bull gives you wings.
Team Nijhuis gives you these tips for brand activation:
- Choose a brand experience that matches the core of the brand.
- Produce an appropriate creative concept that strengthens the brand claim and that is relevant to the target group.
- Take care of the correct media mix, making people truly experience your brand.
- Offer your target group opportunities to share his or her experiences.
Experiences as a concept in marketing and brand activation
Go! Total Branding argues that experience has become a buzzword in marketing and branding but that people use it poorly in practice. They think marketers do too little yet with smell, sound, and touch (neuromarketing or sense marketing). They assume it is one step too far for the average marketing manager. The use of smell, sound, and touch requires marketers to think about brand identity, positioning, and marketing strategy even more. However, there is a good chance that it pays. Research shows that seducing people with smells of baked pastries and coffee in coffee houses can yield 20 percent more revenue. They also give examples of companies that have done a good job with brand activation: Xtracold and Ctaste, both located in Amsterdam, the Netherlands.
Conclusion strong corporate branding
If you are a starting entrepreneur, corporate branding may seem a little out of your league yet. However, it is good to see all the possibilities out there and work towards a goal. Taking small steps helps, such as finding your way into social media and content marketing. If you ever need help with your English or Dutch in your marketing and branding efforts, please contact me at firstname.lastname@example.org.
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