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Implementing a Corporate Branding Strategy – Part One

When it comes to corporate branding, there is no one-size-fits-all solution that can apply to each and every company, everywhere. There are too many individual factors and variables that come into play when it comes to effective branding. The best that a good resource can do is to provide you with a framework for your corporate branding strategy.

This two-part article is one of those resources. Read this one and the one to follow it to get the best tips to develop your corporate branding strategy.

Implementing a Corporate Branding Strategy: Part One

1 – Appoint Or Nominate Relevant Stakeholders

Before you can establish a corporate branding strategy for your company, you should appoint the relevant stakeholders and anyone who’ll play a role in your company’s branding. This should be done as soon as possible.

These stakeholders should be as follows: the executive and administrative top brass, the marketing and sales teams, the finance team, the internal and external auditors, and the HR team. This would help in ensuring that your corporate branding strategy is aligned with the power structures of your organization.

2 – Consider Your Position and Existing Reputation

This is one of the most important steps when it comes to branding – your company’s position and reputation. Ask yourself: Why does your company exist? And what is its reputation in the industry, in the community, and among the people who buy their products and services?

Other relevant questions you may want to ponder are:

  • What is it that your company does?
  • What is its point of differentiation?
  • What is your company’s story?
  • Why do people buy their products and services from your company and not from someone else?

3 – Consider Your Unique Selling Point

A unique selling point is what differentiates your company from all the competition. When you can clearly state your unique selling point, you’ll have nailed your corporate branding strategy. If you’re the only one that offers something that others don’t, then you can run with that. Feel free to emphasize that point.

4 – Define Your Brand Voice and Corporate Brand Guidelines

Once you’ve established your company’s position, all you need to do is to define your brand voice. Your brand voice is what will differentiate your company from all the other brands. It’s the key to your corporate branding strategy.

Your brand voice should be consistent, distinct, and unique. It should be the voice of the customer, the voice of your target market. It should be the voice of your product and or service.

Your brand voice and the visual elements of your corporate branding strategy must be aligned with one another. They should both direct and communicate your company’s message and meaning.

Conclusion

At this point, we are halfway done in outlining the steps to take in implementing a corporate branding strategy. Be sure to catch the second installment of this blog post to get the other half of the process! After reading both articles, we hope that you will walk away with more information to help you navigate the waters of corporate branding!

If you need help with branding or with other aspects of new business handling, the professionals at New Business Centre will always be able to help you! We help new businesses navigate the complex world of starting a new business, from Operations, Sales, and Marketing, to Systems and more. Let us help you with your corporate branding strategy today!