Corporate branding is using your company name as a mark in all communication towards stakeholders. This as opposed to product branding where only products are being promoted to consumers.
Different levels of Corporate Branding
- Monolithic identity
- Endorsed identity
- Branded identity
Why Corporate Branding
Society is being dominated by information and speed. Everyone knows everything or at least knows how to get easy access to information. As a result products and services are no longer protected against imitation, being unique is no longer a competitive advantage. As soon as a new product is launched, a competitor puts a similar and cheaper product on the market. A corporate identity is not so easy to copy…
Why is Integrated marketing communication a must?
The main issue is that, in many companies, the responsibility for the different components is dispersed over different departments. On top of this, these departments often work with different agencies. Imagine the following scenario: the marketing department launches a new image campaign to put the spotlights on prestige as a brand value. At the exact same moment the sales department starts a serious reduction action through individual sales. Obviously both actions contradict. This can be prevented through an integrated approach.
A corporate identity in the strict sense is the organisation’s visual identity. It concerns only the symbolic part of the corporate identity i.e. name, logo, colour, typography (letter type), graphic language (squares, curves, lay-out) and photography style.
- design: images, symbols, shapes,... in other words the visual aspect. This is what the different target groups see.
- communication: communication to different target groups such as investor relations, public, relations, employer branding, corporate communication,... This regards what you say, what the different target groups hear and read, the message.
- gedrag: how do you as a company or organisation behave towards stakeholders, how do employees answer the phone, what is the company dress code, what about language use,... This is about what you do.