Corporate branding builds loyalty. Customers are attracted to a corporation and continue to support it because, in short, they like it. Employees work harder for a company whose corporate brand they feel is worthwhile. In both cases, this loyalty is good for your bottom line.
Corporate branding and the corporate logo. The logo is only a piece of the corporate brand. The logo is particularly important, however, because it is the visual representation of the corporate brand, so think about what your logo indicates to the customer about your company.
Two examples of corporate branding in action: Apple, for example, has built a corporate brand of innovation and forward thinking. Disney, on the other hand, has a corporate brand that is family-friendly and fun. The advertisements, press releases, products, and corporate culture of these companies build and reinforce their corporate brands.
Corporate Branding vs. Product Branding: The corporate brand incorporates the brands of its products. For example, the iPod has its own product brand—it distinguishes itself to the customer in certain ways. At the same time, however, iPod’s product brand helps develop the Apple corporate brand.
The difficulties of corporate branding: First of all, it is impossible to put the value of a corporate brand into dollars and cents, so you can’t measure the impact of your corporate brand. In addition, a corporate brand is continuously under development, so a corporate brand cannot be changed in a day if you feel you need to alter it.