Corporate Branding to Distinguish Your Company from the Competition
Successfully differentiating your company or product amongst the competition requires building a brand strategy tailored to your unique corporate identity. A solid brand identity builds lasting customer loyalty that produces compelling market results.
Before undertaking a brand redesign, it is important for a company to develop and/or review its strategic marketing plan. For maximum effectiveness, a brand supports and is in sync with the goals and strategies outlined in the corporate marketing plan. The plan should be tailored to the specific target market.
Building a recognizable corporate “mark”, inviting typographic treatment, consistent “look” and a distinct tagline is the foundation for a successful rebranding campaign. Indeed, establishing a consistent brand promotes customer loyalty and makes a product or service easily identifiable and memorable. To survive today’s competitive marketplace, your firm needs to “outshine” the competition in a global market.
A brand refresh should have the following strategic objectives:
• Increasing Patronage of the brand
• Increasing (Brand) Awareness
• Improving a Positive Perception
• Improving Communication
• Rejuvenating the Customer Experience
• Instilling Confidence
• Improving Retention of the Brand as Memorable
• Improving Internal (Employee) Morale, Culture and Self-Esteem
• Generating Internal Enthusiasm and Pride among Employees
Instilling these objectives will put you on the road to building an effective brand.