Did you know that colour increases brand recognition by up to 80%? This is because brand colour forms a part of your brand and this underscores why you need to strengthen your company’s corporate branding. There are several benefits you derive from a robust culture of corporate branding. Let’s take a look at how you can make corporate branding work for you as an employer.
What Does Corporate Branding Mean to You As An Employer?
Corporate branding is the process of building the brand name of a corporate entity. Corporate branding does not promote specific products or services. Rather, it focuses on the organisation as a whole. The strategies that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader.
How will Corporate Branding Benefit Your Company?
There is a phenomenon in marketing popularly known as the ‘Halo Effect.’ The Halo Effect strongly posits that consumers of your product or service have a strong tendency to be positively attached to your brand due to a positive bias they have for brands or people you are associated with.
A good example of this is members of your target audience who become loyal to your brand because it is endorsed by a celebrity they really love or admire. This is the ‘Halo Effect’ in play. When your company develops a strong corporate brand, you benefit from the positive Halo of the trust and brand loyalty that your target audience develops in your brand.
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If you own a media outfit, for instance, hiring writers and Editors with high-profile awards might form part of your corporate branding because ultimately, the followership they enjoy is bound to eventually rub off on your brand.
Does Corporate Branding Help You Hire Better Candidates?
If you own a big organisation where you recruit a sizable pool of employees each year, corporate branding can also help you hire the best talents. How does this work? If you find yourself in a situation where you have to employ candidates from a list of highly skilled candidates, your corporate branding should focus on hiring candidates with certain qualities. For instance, your corporate branding strategy might include hiring candidates who have a strong personal brand in addition to traditional metrics.
How Can You Strengthen Your Company’s Corporate Brand Culture?
To build a strong corporate brand, there are certain steps you have to follow. These steps include:
Carry Out a Thorough Brand Audit: This helps you understand who your target audience and customers are. This is also where you look at what your competitors are doing as well as your brand identity and advertising.
Establish a Unique Value Proposition and Messaging: This helps you establish things like your mission statement, brand voice, values and a brand proposition to the target audience. This is where you want to capture the essence of the company and brand and look for a unique and original voice to represent the brand.
Advance Your Brand’s Creative Elements: This is where you think about your marketing channels and the creative voice, look and feel that you want your organisation to have. Details that should come to your mind at this point include brand colours, logo, fonts and overall style. For instance, Etisalat had a reason to develop a new corporate brand in 2017 after investors pulled out of Nigeria.
Develop Strategies to Establish Corporate Identity: A corporate identity is built over a period of time. To achieve this, you can use robust strategies that include a strong social media presence and a consistent content marketing presence. Strive to make your organisation’s website and online reputation match the brand’s goals and objectives.
Refine Your Corporate Identity: It is important for your company to deliver value to your target audience. You should, however, strive to make it better. To remain competitive, you need to routinely analyse and refine your corporate brand.
Your corporate brand is largely considered a reflection of your thinking as an employer as well as your values. Make it a unique perspective that you can call your own. Are you satisfied with your organisation’s corporate branding or are you looking to pull a few strings to make it better?