What is Corporate Branding? There is more to Corporate Branding than the company logo and its slogan. It’s the company's oath to it’s customers. This is what people see and perceive about a company. It’s the what the company stands and it’s public image. It’s cultivated and nourished over time, with the company's employees as an arm of the of the brand building.
To have successful Corporate Brand Management, you have to have a long-term commitment and desire to invest in learning customer perceptions and behaviors plus a passion for studying market trends and attitudes. It is also necessary to have vigilant effort to manage all areas of the brand through all of the company communications and activities.
It is not easy.
These are some for you you to become successful when it comes to managing your Corporate Brand.
Decide what your “brand” is.
What is your oath to your customers? What’s your story? What do you want your perception to be to the masses?
Create a brand rulebook.
This shows all of the brand definitions and rules and will be as a roadmap for your employees to live by and deliver on your company’s oath. Every employee should have one and every employee should know these brand “rules”.
Get management on the same boat.
You need to make sure management has bought into your vision. Your branding strategy will not work if you don’t. You need to make sure they are keeping in line with brand vision throughout every decision. If the vision is priority #1 when it comes to the decision making, it will guarantee the branding will show through.
Get employee involved.
Make sure your employees are educated on the significance of the brand vision. Showing them how the brand is being perceived is directly related to them as a whole and how important they are in that process. Reinforce how they must look at their actions individually and make sure they are following the brand rules and to make sure those around them are doing the same.