Corporate Branding & Consultancy
Standing out in a crowded marketplace is a business requirement for increased sales, profits and success.
It doesn’t matter what industry you operate in, you will always have competition. Whether it is direct or indirect competition, you still need to find a way to stand out. A basic tenant of marketing is the establishment of a brand identity for products and services. Branding needs are not limited solely to the marketing of products. Corporate branding helps customers relate to a business and identify a wide range of product offers over time. Think about the world’s biggest brands. Google, Apple, Nike, Coke Cola. Each one has a very distinct brand, and this kind of branding doesn’t happen by accident. There’s a reason that people will wait for days outside the Apple store for the latest release. And there’s a reason that people prefer Nike over Adidas or Pepsi over Coke Cola.
Branding is a comprehensive influence that affects almost every single touch-point a consumer has with your company. It goes far beyond the selection of a name and the design of a logo and into the values and attributes that are reflected in the copy, tone of voice, and graphic content of limitless communications. When done right, branding influences everyone in touch with your organization – from customers to employees and partners. It drives sales, increases customer acquisition and retention, and attracts talented employees.
WHAT DOES BRANDING DO FOR YOU?
Effective corporate branding defines a business’s personality. The identity dictates types of employees, the look and feel of products, product packaging and physical store characteristics. These attributes allow customers to identify and relate to a company by giving it recognizable, even human-like, qualities. Companies can be energizing, compassionate or reliable. Customers who can relate to a company make an emotional attachment. Strong connections lead to high customer loyalty, increased profits and beneficial word-of-mouth advertising.
A color scheme, logo and consistent imagery allow customers, partners and employees to immediately recognize products or company information. The images help maintain consistency between product lines, version changes and different markets. The physical identification and characteristics allow customers to easily pick out a company’s product in a crowded marketplace for purchase. Effective corporate branding helps the “image” of the company stick in the mind of the consumer.
Having a well-developed, strong brand is something that will make your business come across as far more professional, polished, and even successful. This is something that will appeal to other companies you may be considering doing business with as well as to potential customers.
THE PROCESS OF BRANDING
Discovery > Strategy > Execution > Evolution
There are many points at which branding exercises can be done. Here are just some of the items that may be included in discovery and strategy:
- Identify revenue and market share goals
- Create positioning statement
- Define customer segment
- Develop personas
- Develop value propositions
- Conduct competitive analysis
- Develop messaging platform
- Plan brand collateral
Here at PHIDCON, we also execute on many items from your branding strategy, including:
- Corporate identity system (logo, stationary, business cards, proposal template, email signature, invoices)
- Website Design
- Content Marketing items (Corporate brochures, fact sheets, media kits, whitepapers, eBooks, newsletters and social media assets)
- Advertising – online and offline
- Branded promotional products ( Tees, face caps, mugs, e.t.c)
- Presentations (corporate /product presentations)
- Event marketing (Exhibit booth graphics and collateral)