Blog

Jan 14, 2021 | By Crayo Tech

Corporate branding: The purpose of adopting a corporate branding agency

The way you walk, the clothes you wear, and how you interact with others define who you are.

More importantly, these various aspects of your personality make you different from the people around you and create a unique identity that can only be associated with you.

The same goes for your brand.

Every angle of your business creates a corporate brand identity. A combination of:

Visual aspects such as logo, website, typography, colors, and product packaging
The tone of voice and language used in all forms of communications (internal and external messages)
customer service

All work together to complement and reinforce the reputation of your business. Therefore, in order for a company’s corporate branding to be successful, efforts must be consistent across every medium. The result will be clearly visible through the brand’s mission, values, and objectives.

And this is what makes you and your business unique.

This is why organizations of every size, small and large, employ the services of corporate branding agencies and get the job done right.

So let’s start from the beginning.

What is a branding agency?

A firm that focuses on creating, developing, maintaining, and improving your brand image is a branding agency. Efforts are on promoting the brand name, not specific products or services. The job entails planning, measuring, and managing branding strategies for businesses.

Do I need a branding agency?

Running a business is challenging enough without adding more responsibilities to the never-ending to-do list. But branding should not be overlooked. It helps consumers understand who you are and what you can offer them.

Developing, maintaining, and growing your brand may require a professional touch. A brand specialist with the right experience, training, and tools can make your business better and stronger.

How can corporate branding agencies help?

1. Develop customer opinions about the brand

People are influenced consciously and subconsciously by various elements. For instance, what they see or experience influences and shapes their opinions. Therefore, your branding efforts should concentrate on customer perception and how they view your company.

The content you produce and promote has a major impact on customer perception. It sets the standard for your company. However, other elements also include the quality of service you provide, your reputation, the value you offer, the level of customer experience, and much more.

A corporate branding agency can emphasize your strengths and help establish the foundations of a strong relationship with your potential customers. As trust develops, so too does loyalty. According to Oberlo, 81% of consumers said that they need to be able to trust a brand in order to continue interacting with them.

2. Foster better brand awareness

The success - or failure- of a business often stems from the quality of its products and marketing strategies. But with the help of corporate branding, companies can leave an identifying mark on their customers.

Studies show that it takes about 5 to 7 impressions for people to remember a brand. This can be achieved through the logo, slogan, packaging, or any other element that helps gain recognition and establish a reputation in the marketplace.

3. Helps build trust

People need to know about your brand and what you stand for. Creating a consistent brand identity and voice helps build credibility and trust. A relatable element such as your logo or color scheme can help remind customers about previous experiences and set expectations for further interactions. As per research by Invesp, 59% of shoppers prefer to buy new products from the brands they trust.

But it’s not only about the customers. In order for businesses to remain successful in the market, they must also develop a positive image for their investors and peers in the industry. It conveys a level of professionalism and commitment to your business that carries over for years to come. So yesterday’s branding campaigns can help launch new products and inspire confidence in the brand.

4. Enhances the value of the business

Everyone likes to feel valued, from your customers to you yourself as a brand. While customers want their money’s worth in terms of products purchased, a brand wants to improve its assets and investments.

Strong branding practices can increase the value of your company well beyond its physical assets. Consider, for example, renowned brand names like Apple, Nike, and Starbucks. The value behind these brands is worth more than their net physical assets (products, equipment, warehouses, or factories).

5. Improves ROI

When consumers can recognize and relate to the values that your business stands for, they will be more likely to repeat interactions with the brand, refer you to others, and leave positive reviews online. So once you have gained the trust of your target audience, you can predict a steady revenue stream, especially when considering the introduction of new products or services.

More importantly, the credibility and image around your brand present opportunities to expand and grow, thereby increasing profit. According to Lucidpress, consistent brand presentation across all channels can help boost revenue by 33%.

6. Simplifies marketing strategies

Corporate branding creates a general, company-wide message about the corporation and aims at capturing everything it stands for. CSR (corporate social responsibility) is an example of how corporate brands promote themselves rather than products. Consider what happens when a company supports a charity or hosts an event. It sets itself apart from all of its products and represents its own values.

Corporate branding is a great marketing strategy that allows marketers to employ the same techniques across all divisions or products. Since this type of branding encompasses the entire company, marketing takes on a wider approach instead of specific strategies for specific products. Not only does it simplify processes, but it can save time and money.

7. Cost-effective marketing approach

Corporate branding is not a one-time marketing approach. A corporate branding agency will need to spread out branding activities over a period of time. This offers more flexibility in price and time-frame of marketing campaigns.

Moreover, since the focus is on the corporation, a brand can quickly introduce new products without having to create awareness or brand identity first. Consumers already recognize a brand if the foundations of trust and loyalty are already in place. So they will be more eager to buy the new product.

8. Improved targeting efforts

Businesses know that customers are essential. Each comes with different needs and wants. Corporate branding allows a brand to distinguish itself by highlighting factors such as lifestyle, geographical, and socio-economic elements. It then aligns a company’s marketing efforts by targeting the appropriate target audience segment.

9. Create a unique brand identity

The corporate world is a crowded place. How do you stand out in the crowd? This is where a professional corporate branding agency can make a difference. They can ensure people know your business DNA, from the employees you hire to the look and feel of products to a brick-and-mortar store's physical characteristics.

More importantly, they create the personality that your brand will be recognized for, often human-like qualities. And consumers that are able to relate to your brand can build emotional attachments.

10. Improves communication with customers

Remember that your trademarked images and slogans represent your brand. They highlight the core values and goals of your brand. The right corporate branding efforts improves the way you appear in front of your customers.

More importantly, you can attract the right audience to your brand. With the content and brand image that is created, you can form their opinions even before an initial interaction. A corporate branding agency can, therefore, significantly improve how your business communicates with your customers.

11. Cater to better customer service

You know your brand identity won’t mean anything unless it’s backed up by outstanding customer experience. According to linkis.com, 75% of customers claim that customer service is a true test of a company’s competence.

Start your corporate branding journey.

Establishing a brand identity is imperative to success. You cannot gain visibility by remaining anonymous. A corporate branding agency like Crayo Tech can manage, maintain, and improve various extensions of your brand. The combined efforts can help your organization remain recognizable among your consumer base and beyond. But more importantly, the goals, objectives, and mission of your business will align with the branding strategy of your brand.

Today, corporate branding is all about exploring new avenues and utilizing innovative applications. Marketers must now choose novel strategies and techniques that communicate a bigger brand image. The question now is, how effective are your corporate branding efforts?

Need help? Crayotech can be your savior!