Corporate branding adds long-term book value and profitability to an organisation. This is because it is the first essential step in the process of creating a credible and professional shop window for its products and services. It can also help to ensure that staff are engaged and that they feel empowered to deliver a better and more coherent experience to customers. It ensures that prospects are handled in a consistent way at every single touch point in the sales pipeline process. It improves the likelihood that the staff selection process will lead to the recruitment of people with resonant values and views.
The Entrepreneur website defines a brand as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Whilst this is of course true, this only tells half the brand story – the visual or creative part. To us, a strategic brand proposition is just as important. It defines the culture and personality of a business, congruent with its vision and values. It is the expression of its virtues and views in the way it delivers work for its customers. It must fit in with the overall marketing strategy and business plan.
Every globally-recognised blue chip company (such as Nike, Starbucks and Virgin) started small. But even when first starting out, they all recognised the importance of corporate branding and the benefits that a clearly-defined corporate brand strategy would bring to the table. This is true, whatever the size of a business, from the very smallest, to the very largest with very few exceptions.