Branding & Corporate Identity

Brands have become increasingly important components of culture and the economy, now being described as “cultural accessories and personal philosophies”. It is the “persona” of a corporation which is designed to accord with and facilitate the attainment of business objectives. Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy.

Branding Philosophy

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney”s “signature” logo), which it used in the logo.

Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. Your brand is the most valuable asset of your company. It is the driving force behind your business. In order to plan and implement a brand strategy, the current state of your business must first be analyzed to uncover your needs and issues that are unique to you and your industry. It’s only by gaining this understanding, and comparing it with your vision, that the brand strategy can be revealed.

Branding Services

Good corporate branding can also enhance budgetary efficiency. With product development costs becoming ever higher and product life cycles shorter, it’s important for companies to recoup costs however they can without sacrificing quality or service. With creativity, a strong corporate brand can do the work of many expensive product-marketing campaigns.