Today, many markets are overpopulated with both large and small companies and overexposed with marketing messages. This has made for a difficult landscape to get a marketing message noticed. And with the rising costs of getting a new product or service ready for the market, it has become even more important to cut through this clutter. The one sure-fire way of doing this is by having a holistic corporate branding strategy. TOUCH-POINTS?
Powerful corporate branding can equip almost any new product or service with instant credibility and value that simply can’t be reproduced with any sort of product-focused marketing campaign. That is why it is vitally important for any serious corporation that wishes its product offerings to be successful to create and protect a strong corporate brand.
How do you do that? Well, first throw away the notion that branding only involves marketing, i.e. putting an image out there. Neither, it is limited to a specific mark or name. Yes, it involves that, but a huge part of touch points i.e. communication materials (company’s logo and design, corporate stationery, packaging, advertising), Internet, customer experience (quality of products and services), treatment and training of employee (people), relations with investors, public relations, competitors, government, communities and others.
Successful corporate branding is all about establishing a long-term vision for a company and crafting the company’s operations to meet that objective. Because a strong corporate brand adds depth and value to a company’s product or service offerings. It’s also a public statement of the company’s culture and values.
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