Do You Need Corporate Brand Management?
When you are a small company, the requirement for corporate brand management is usually very small. After all, every item of marketing or advertising materials, signage, or printed matter usually comes through one resource. But as your company gets larger and more people are involved in publicity materials of all kinds, you might find that your need for corporate brand management grows.
If there is one thing that you know for sure, it is that if you go to a McDonald’s restaurant anywhere in the world, you will know where you are. Their logo looks the same around the world, the packaging is the same and so are the uniforms. There are, of course, small cultural differences in other countries, but there is no mistaking where you are or the level of service and the quality of food that you will receive. This is a level of corporate brand management that most companies aspire to.
In order for your company to be respected, your customers should expect and receive the very same product and service every time they do business with you, whether it is a hamburger and fries or a piece of software ordered online. Each person in your company is responsible for brand management as they will, at one time another, be the public face of your company and could aid in enhancing your brand or tarnishing it, depending on their interaction with your customers.
The larger your company grows, the more important brand management on a company-wide basis is, and it is usually something that companies need guidance with. From ensuring that your product is always the same high quality to ensuring that your brand name and appearance is always consistent, these are the things that will make people recognize and learn to trust your company name and product.