By Neil Patel

When you hear the phrase corporate branding, you might think of industry titans—car companies, ubiquitous hotel chains, and fast food arches.

Despite this association, corporate branding applies to businesses of all sizes, not just the giants with unlimited marketing budgets.

To better understand the role corporate branding plays, I’ve broken down the impact of corporate branding to help you know how it can drive your business forward, no matter how big or small your business is.

What Is Corporate Branding and Why Is It Important?

Think of your favorite brand (or one you interact with regularly.) What comes to mind? Do you think of their tagline? The logo? The color palette? The chosen ambassador?

These assets, among many others, are what make up corporate branding. Corporate branding is the outward projection of a brand’s mission and culture in colors, logo, tone, and design.

A successful corporate brand encompasses an organization’s goals, mission, and ideology and appears across all mediums (website, packaging, copy, ads, etc.) to ensure visual consistency.

A strong corporate branding strategy focuses on a wide range of assets, from details as small font and color options and as large as building structure and slogan.

This element might seem too complicated to enact at your organization, but corporate branding is vital to all businesses, from small local businesses to massive ecommerce brands.

Emotions play a large role in marketing, and when a consumer relates to your brand’s values, they build an emotional connection with your brand. These emotional connections increase customer loyalty, not to mention profits and word-of-mouth advertising.

How Corporate Branding Increases Sales

Companies with robust corporate branding strategies attract and maintain new customers, increase community interest, and improve overall marketing strategy.

Companies with strong brand affiliation offer a 31% higher shareholder return than their contemporaries.

In addition to increasing shareholder return, corporate branding fosters employee engagement and encourages 3x faster profit growth than an organization without a strong branding strategy.

While this might feel unattainable to small businesses without huge marketing budgets, the truth is, your organization can increase growth through a strong corporate branding strategy.

Here are five ways corporate branding can change how your potential consumers view your brand—and drive profits.

Corporate Branding Conveys Brand Personality

Brand personality refers to the personification of your company’s mission. This personality is conveyed through the style, voice, and tone you use in your business’ communication.

Just like we tend to judge people based on first impressions, your brand’s personality impacts how consumers perceive your organization from the start.

When building your brand’s personality, include language and sentiments that ring true to your mission and resonate with prospective customers.

A strong brand personality will help:

• Distinguish you from competitors
• Increase immediate recognition
• Build an emotional connection

Corporate Branding Improves Customer Relationships

Building a strong customer relationship isn’t just good business; it costs less, too. The average company spends five times more to attract new customers rather …read more

Source:: Kiss Metrics Blog

Author: Aaron