Corporate Branding

07 April 20

Branding has different sides, different purposes. Understanding what they are and how they work would be necessary to comprehend branding as a whole. One of many to understand is corporate branding and its importance. Sometimes people mistake corporate branding for product branding. The two do correlate, but they are not the same. Product branding puts at the front and centre a specific product to market, while corporate branding refers to all products and services in the name of a company.

The experiences people have with a company through its products, services, or advertisements are corporate branding. It encompasses aspects that represent an entire company. The company might have many different products or services in the market, but they all send one single message capturing everything the company represents. Compared to product branding, corporate branding does not narrow its message to a single product. In other words, it is an across-sectors branding. The branding identity of the company needs to be strong that it is possible to be present in different forms and experiences.

This, needless to say, is a long-term process since corporate branding deals with reputation. Brands need to earn their reputation to build it, and reputation grows only as the company does. The key is stability and consistency. People need to see that one same message across time, be able to recall what your brand stands for yesterday and today. The goal is for people to be familiar, and eventually recognize your products as one brand – one with quality. Companies grow by paying attention to both product and corporate branding. The former is to focus on today, the latter is tomorrow. In formulating and designing their corporate branding, companies usually work with brand consultants/agencies. They seek help from the professionals to establish the right foundation for their branding corporate – which is to say, almost literally, fundamental.