Modern business is impossible without the creation and promotion of the corporate branding. It is necessary to properly present not only the product or services but also the company itself. Branding creates a solid platform to successfully develop new products or services for many years.
The brand image plays an important role for the consumer since he trusts the company only with a good reputation.
The corporate branding service contributes to:
- brand promotion on the market;
- positive company image formation;
- commercial and social importance increase;
- creating new brands (it is much easier for established companies to enter the market with new products);
- increase the value of the company in the eyes of its employees.
The creation of a brand is a key task of the company before it enters the market. Therefore, it is especially important to entrust branding to professionals.
Stages of brand development
An internal audit of the company. Marketers study the company activities, identify its strengths and weaknesses. They study the competitiveness of the company, its perception by the target audience, etc.
The market, consumers, and the competitor’s analysis. At the next stage, they analyze the current situation on the market, study and evaluate competitors, and explore the target audience and compile a portrait of the consumer.
Unique trade proposal development. Having collected all the necessary data, the marketers highlight the main advantages and distinctive features of the company. Based on the information received, they form a unique trade proposal according to the company’s goals.
Logo concept and its environment presentation. Designers together with marketers present 3 concepts of the logo and its surroundings (background image, add-on element, texture, corporate font).
Visualization on the main carriers. The specialists present how the finished elements will look on the main carriers (the building facade, the interior, business documentation, POS materials, transport, clothing, etc.).
Target audience survey and the final version selection. They test the logo on focus groups formed from the target audience. After that, the customer will choose the option he likes most. If necessary, the company makes final improvements considering all the comments and wishes.
Brand promotion strategy development. After completing all the previous stages, the branding specialists move on to the brand promotion.
Company branding rules
The brand image is a representation of how the consumer perceives it. The perception is influenced, in part, by the brand expectations. For example, when someone thinks about the Rolls Royce, they think about an expensive and refined car. Therefore, even despite the demand, the company simply cannot produce budget cars. Change the brand image is difficult, and often impossible, so before you decide to order a company branding, it is better to understand in advance what you are expecting.
Brand positioning is how the company is presented in the market. Positioning determines the main segments of the target audience for which the company’s products or services are designed.
The brand personalization is the same as the person’s individuality. It represents certain emotions or personal qualities we associate with a brand. For example, we associate Pepsi with youth and Raffaello with romanticism. Each element of the company, including the color scale and the corporate font, adds a bit of personalization to it.
The brand value can include both the company’s value in the market and various aspects, such as its strategic advantages. For example, people perceive Apple as a company that produces cutting-edge and high-quality products. Therefore, the brand value is formed not only by the company’s revenues but also by the overall picture of the situation.
Brand communication is its communication with the client through advertising, customer service, documentation, the product branding, etc. If the brand plans to grow, it should clearly inform consumers about its main advantages.
The brand gap is the difference between what it promises and what the consumer gets in the end. This difference should not be too big. A successful brand must be able to carry out the promised. Even the best quality branding services will not fix low-quality goods or services.
Brand expansion is the opening of the new areas for the company development. For example, when Larry Page and Sergey Brin decided to create a Google brand, it seemed like an ordinary Internet search engine. Now Google includes many different services like email, social network, mobile operating system or the creation of unmanned vehicles.