Cultivating a strong corporate branding should be every organization’s goal. After all, doing so can bring in a lot of opportunities – from more leads and significant sales, to prestigious marketing partnerships.
Below are some tips for nurturing a company’s brand, and making it stand out from the competition.
Think in the long-term.The people behind the company’s marketing efforts must understand that a good brand is supposed to stand the test of time. This kind of thinking, which looks at the long-term, would push them more towards timeless elements – a solid color scheme and font combination, a classic logo, long-term industry partnerships, and lasting marketing messages built around long-term business goals, instead of passing design trends and marketing gimmicks.
Be original. A strong brand is deeply rooted in an understanding of what makes the company different from the rest. The brand identity and the marketing campaigns built around it should then be very original: based not on what has worked for the big brands, but on what the organization truly believes it can offer its target market.
Train all the employees what the company branding is about. Promoting the brand is not just the duty of the marketing officers and brand ambassadors, but of every member of the entire organization – from the CEO to the rank and file employees. This means that everyone should undergo a comprehensive training on what the company’s brand is about, and what it means in terms of corporate communications, design templates, marketing videos, among other factors. All employees need to understand what inspired it and what can be achieved through it, to be able to appreciate the importance of committing to it. Said training should also feature presentations on the required layouts and color palettes when using the company logo or tagline, the correct tone and diction when addressing customers, and the parameters for selecting potential partners, or spaces for marketing. There should be a written document outlining all these standards, and it must be accessible to everyone.
Regularly conduct a brand audit. It is good to conduct this on a regular basis, to know whether the branding continues to be effective in conveying the company’s essence. The audit should likewise be able to show whether the branding has a good recall among the members of the target market, and whether it is observed on the organization’s various marketing platforms.How are people responding to the brand? What are its strengths and weaknesses? An audit would be able to show if a rebrand is needed. It is, indeed, a possibility that what the company aims to achieve or offer its customers has changed:a business may realize that it wants to expand its target market, focus on a niche segment, or even decide to limit its product offerings, based on the customer reception.
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