Do You Have a Corporate Branding Strategy?
In today’s highly competitive world, having a corporate branding strategy is one of the most integral parts of your success. You need to know what your brand is, not just in terms of the products you have to offer but also in how you are perceived by the public. Your brand is more than just a name or a product – it is the sum of all of your parts, from the employees, retail experiences, customer service, and return policy. Your brand is the expectation that people have when they interact with you.
So in asking if you have a corporate branding strategy, you may first have to go to the public to find out what their view of your brand is. Do they see you as trustworthy and credible, efficient, expensive, or difficult to deal with? Until you realize how you are actually perceived by the public both on your own and in comparison to your competitors, it may be difficult to come up with a corporate branding strategy.
For example, you may have a consumer product that you think is designed to save money. But consumers may think of it as a “green” product, while others may think of it as simply convenient. You may need to re-brand your product to grab the largest segment of the market and the one where you think your product would be the most needed. In today’s market, it is hard to say if a product that is green or one that will save money would float better.
Finally, keep in mind that branding is ever-evolving. Even the most stagnant product does change over time, and its role in society or the lives of its buyers can also change. By having a fluid strategy that goes with the times and changes in technology and society, you will have a better chance of staying on top.