A strong corporate brand is essential to a successful marketing campaign. It’s the element which projects the image you want your potential customers to have in their mind about what it’s like to work with your business.

Get your corporate branding right and you’ve got a clear direction for all your marketing collateral, so your website, your brochure, your sales presentations and even your signage and stationery all tell a powerful and consistent story about your business. The companies which get this right are easy to recall, so powerful is their image in your mind.

But how do you go about creating a strong brand identity?

We’re always keen to stress that a good corporate brand is about more than an attractive logo. A brand identity is an approach, a way of working which is appropriate to the services you offer and your customer expectations.

Customers experience your brand both through the things they see – the marketing collateral, your office environment etc – as well as the less tangible elements of business. Your approach to customer care, your willingness and ability to adapt to their needs and respond to demands.

If your business is established, you already have a brand – what’s important is that you’re proactive in shaping your brand so that you are in control of the message you give to customers and prospects.

When starting a corporate branding project, we always seek to understand the company’s history and future strategy. We explore what the management team believe the brand to be, and get under the skin of the actual customer experience and competitive environment. It’s a case of questions, questions, questions though as a result we’re usually able to generate our initial brand identity concepts.

It’s these initial concepts which are so pivotal to the whole project as they usually result in clients experiencing wonderful ‘ah ha’ moments when they begin to see how their brand identity relates to the real world of running a commercial organisation.

Of course, we don’t always get it 100% right first time. As we begin to bring a brand to life, clients usually become clearer about the brand image they want to project, so it’s a case of refining their preferred concept until we’ve achieved all-round agreement.

It almost goes without saying that it’s a highly satisfying experience to see a brand identity applied to a customer’s website, marketing collateral and physical premises.

To see examples of recent corporate branding projects, take a look at our recent work. Alternatively, get in touch to discuss how we may be able to help your company to achieve stronger results from marketing in 2016.

Written by Emma Puzylo January of 2016