A company’s brand is its promise to its customers – what customers can expect, and how your brand is different from competitors.
The goal in creating a brand identity is to distinguish your organization, business, product, or service from your competitors. Branding is communicated through several elements of corporate identity.
Your logo design, identity design, and branding all have different roles, that together, form a complete image – pulling it all together
Corporate identity has many elements including a firm’s logo, its tagline, its social media presence, the stationary (paper and electronic) it uses, and the website it presents to the buying public. Like marketing communications, everything connected to a brand should be integrated. Branding includes the way you answer the phone, how your salespeople dress, your e-mail signature, the “voice” of your company (friendly, conversational, ritzy, formal, informal, etc.), your invoices and everything you issue internally and externally with your logo on it. If your branding lacks consistency, your customers may be unsure of your brand positioning.
Branding begins with your marketing strategy—what customer needs and wants will you seek to serve? What value proposition will you create? What conveniences will you develop and commit to long term? How can you best engage with customers to communicate your value proposition and how you deliver it? Your branding strategy answers the How, What, Where, When, and To Whom of your marketing branding messages. Consistent, strategic branding creates brand equity that allows the company to charge more for its brand vs. the identical, unbranded product. For example, consider the price of the Coca-Cola’s branded Coke vs. a generic soft drink.
Developing your Corporate Branding and Corporate Identity
As skilled problem solvers, the CATMEDIA team consults with you to gain clarity on the corporate branding you seek and how your systems, products and services can deliver on the brand promise. There are no shortcuts for this work. This is difficult, time-consuming and sometimes uncomfortable work. You can’t rely on what you think your customers’ needs, habits, and wants are. You must know what your customers think about their needs, habits, and wants regarding your products and services. This requires research; possibly secondary research of existing data, and possibly primary research concerning your current and prospective customers.
Perhaps the most important element of any corporate branding strategy is a clear statement of the company’s value proposition. A value proposition answers the question of why a prospect should buy from you. The value proposition explains how your product or service solves a problem or improves a situation, how the product or service delivers benefits, and how your product or service is different from the competition. The value proposition is not a slogan, or a catch phrase, or a positioning statement. CATMEDIA can assist you in creating a clear value proposition consisting of:
- A headline which grabs attention and communicates the end-benefit to the customer
- A sub-headline explaining the what you offer, for whom you serve, and why your offering is useful and relevant
- Key benefits or features in three bullet points
- A compelling visual reinforcing your main message
Integrating Elements of Corporate Branding and Corporate Identity
After drafting the corporate branding strategy, conducting stakeholder reviews, and gaining approval to move forward, we proceed to the implementation phase. In the implementation phase, CATMEDIA carefully project manages all findings of the work completed during the research phase. The creative team integrates all elements of the corporate branding strategy to present a consistent, coherent corporate identity communicating the key points of the corporate branding.
We oversee the delivery of messages, track results, and report metrics. The feedback becomes data in the continuous improvement process as the project moves forward.