So what is corporate branding? It is obvious that all forward-thinking organisations understand the importance of branding, but that does not mean that they necessarily understand what is required to deliver a strong corporate brand. The purpose of this article is to explain what we mean when we talk about corporate branding. To Abacus, there are two sides to the equation we need to consider when answering this question. The strategic brand proposition and the creative brand proposition.
The Entrepreneur website defines a strategic brand proposition as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Which 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. Corporate branding is for all.