Corporate Branding
 

Corporate Branding

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Branding and Brand management

In branding and in business it often takes multiple, integrated actions to deliver the result a business require. A Brand is most potent when expressed across all parts of an organization’s communication and delivery - from setting the brand direction to staff incentives, selling in the brand internally and creating communications Programmes to publicize the offering.

At ITSthe1, our key objective is to provide the communications you need and integrate the expression across appropriate channels – online and/or traditional:

Brands put a relationship to a name

Strong branding is very important – because it helps to make you unforgettable. Too often companies perceive rebranding as a shallow cosmetic exercise. Some new colour here, tweak of the logo there and throw in some nice brochures and advertisements. Done deal. Not so - in order to compete, be differentiated and sustain a competitive advantage, organizations need to push the brand much deeper to their internal core: their people.

Strong branding is how every organization is known and remembered. It delivers top of mind and emotional connection. In a world where no-one has the time to sift and sort all the options, branding helps consumers cut to the chase. Brands turn purchasing decisions into emotional decisions. It delivers a very real sense of difference at a time when it is increasingly difficult to tell one product or service from another.

No other business strategy does all this, because no other aspect of business forges this level of relationship and recognition. That’s why our approach centres on delivering to our clients the brand they need, for the growth they want, from the point they are at right now.

ITSthe1’s intention is always to help organizations grow. But while growth is always about results, it is not automatically about revenue. Different organizations have different critical growth factors.

Do you have a brand? Find out ...

What do you as an organization promise your customers that none of your competitors do?
A branded company can express this in one sentence.

Is that what your customers recognize and prefer you for?
A brand owns a single idea that everyone agrees is theirs and theirs alone.

Do all your people understand that promise and what it means?
In a branded organization, everyone from IT to the call centre agrees what they are there to do.

Is your culture centred to meeting that promise?
Branded organizations have a powerful and positive culture that revolves around their promise.

Are your processes geared to delivering on that promise?
Branded organizations actively link the way they work to the promise they make.

Is your reputation the most valued thing within your organization?
A brand is the asset that most needs to be protected.
 

Some business drivers that make organizations look to brand include:

  • You want to be better known in the market – You’ve been in the market, been quite successful, but need to go that extra mile to gain further ground
  • If you are losing market share – When quality and customer service are not the issues, but you are still loosing market share
  • Another player is taking over your space – Some companies have started to be faster and more successfully than you can continue to expand
  • You're missing significant opportunities – This could be because of how your existing brand pigeonholes you
  • Market changes – Some market changes may make your present position weak
  • Old understandings die hard - People still think you are who you were and find it difficult to accept how you’ve grown and expanded
  • Your company feels inert – When your people don't feel you are 'going anywhere'


The different aspects of Branding

Brand
A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service.

Brand Awareness
The proportion of target customers that recall a brand. Realization by a consumer of the existence and availability of a particular product. Brand awareness is a common measure of marketing communications effectiveness. Unaided awareness is spontaneous; aided or prompted awareness is when the name is recognized among others that are listed or identified.

Brand Identity
A unique set of associations that the brand strategist aspires to create or maintain. These associations represent what the brand should stand for and imply a potential promise to customers. It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently resides in the minds of consumers.

Brand Image
A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. (Note that brand image is what is currently in the minds of consumers, whereas brand identity is aspirational).

Brand Loyalty
The strength of preference for a brand compared to other similar available options. This is often measured in terms of repeat purchase behaviours or price sensitivity.

Brand Management
The process of managing an organization’s brands in order to increase long-term brand equity. Also the person or group responsible for designing brand identities, aligning them for maximum effectiveness, ensuring that they are not compromised by tactical actions, and designing appropriate brand crisis management plans.

Brand Positioning
The “market space” a brand is perceived to occupy; the part of the brand identity that is to be actively communicated in a way that meaningfully sets it apart from the competition.

Brand Strategy
The 'big picture' plans and tactics deployed by an organization/brand owner to create brand equity.

Brand Value
The monetary premium that results from having customers who are committed to your brand and willing to pay extra for it. The financial value calculated or determined to be attributable to the brand, apart from other tangible assets.

Brand Value Proposition
The functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer: provides the rationale for making one brand choice over another.
 

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