Corporate Branding - A Strategic Process - By: hari

Creating a corporate brand is one of the most important things for success of a business. A powerful, emotional and inspirational corporate brand name can really give your business a great competitive edge. The public tends to think of your brand more and there by they convert as customers to your business, which ultimately adds up to the bottom line of your business. For example, do you know NIKE means goddess of victory and ORACLE means a revelation from God? These types of brand names can really make a mark for your company in the corporate world. Even though brand name is only a part of the corporate branding, a powerful brand name can trigger an emotion or even can fire an imagination. Hence choosing a brand name that reflects the mission, vision and the attitude of the company is the first step to build a good corporate brand image. A good tag line that has a fair bit of punch can really do wonders to your corporate brand.
Some of the most important things that nay organization has to consider while trying to go for a branding campaign are:
• Be clear with the message, which you want to convey through the branding campaign. If you are clear with your idea then you can create a really good impact with the campaign. Normally the basic idea will be given by the top-level management and it is the duty of the campaign managers to carry that message to all levels of employees in the organization.
• Employ professionals who have enough experience in branding of similar organizations for the branding campaign. Only seasoned professionals can make the corporate branding strategies successful. Hence, more often than not the corporate branding duties are outsourced to experts in the market.
• Never go for a single advertising channel. First analyze all the available advertising channels. Then by depending on your requirements, reach, target audience and budget; select at least top three advertising channels.
• Go ahead in a very structured process through all those selected advertising channels. Don't be too aggressive in the initial stages unless your company has already established a big brand in the market or your company is going to vanish from the scene if the branding is not done immediately and aggressively because of fierce COM petition.
• Study the results of various channels using various marketing mix principles. If some of them are giving better results than others then try and invest more in those successful channels. And at the same time try to better the responses through the unsuccessful channels also. If you follow this procedure then it is certain that your brand will get a great corporate branding image, which reflects, in the bottom line of your company. Visit Graphic Design