Your brand extends to your employees, customers, the media and even the general public.
In marketing, a corporate identity is the “persona” of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.
Corporate identity is often viewed as being composed of three parts:
- Corporate design (logos, uniforms, etc.)
- Corporate communication (advertising, public relations, information, etc.)
- Corporate behavior (internal values, norms, etc.)
Corporate identity has become a universal technique for promoting companies and improving corporate culture.- wikipedia
what is branding?
Are you sure you know?
If you answered, “a company’s name” or “a corporate logo.” Your not alone.
Just like we know people by their names, we know hundreds of brands by name. But, like people too, the more you know about a brand, the more it seems to have its own individual personality.
But while we know people by their names, we don’t say they “are” their names. Here’s where we get to what branding really is. Branding is the sum total of a company’s identity—from its name and logo to every piece of communication, internal or external—to every encounter every customer or potential customer has with it.
The world is not waiting for you, or your brand identity, brand image, products, services, your company or its message. Without a clear program for communication, you just blend in – you become part of the scenery. So you promote, position and advertise at an attempt to develop your brand identity and brand image. But along the way, communication often gets fragmented. A gap between your brand identity and brand image can cause major concerns with your overall brand. The result is your audiences get inconsistent, sometimes conflicting impressions and information. Or they may miss your message entirely.
Harrison Marketing can conduct a brand audit and analysis of your brand identity and brand image; review all corporate and marketing communications, internal and external. we will employ research and analysis techniques which result in an action plan unique to your company’s branding, its challenges and goals. At the root of those goals will be a pointed, focused marketing plan for all levels and layers of communication.