4 Strategies of a Strong Corporate Brand Identity
What is a corporate brand identity? Your corporate brand identity is more than a logo, a website, or a name. Your identity is the culmination of those thoughts and feelings that arise in the hearts and minds of your audience whenever they interact with your brand. It’s the sum total of what your business stands for. And it’s the single most powerful aspect of your marketing plan you will ever invest in.
Fact: 89% of B2B marketers say brand awareness is the most important goal, followed by sales and lead generation. (Source: Content Marketing Institution)
Your brand speaks volumes about your business. It’s vital the message is clear, impactful, persuasive and true.
It’s a fact that B2B researchers do at approximately 12 searches on average prior to engaging on a specific brand’s site. So it may be time to review what message you are putting out to those people searching for solutions, and what messaging your brand is sharing once people arrive on your website. Inconsistent brand representation leads to customer confusion.
Key principles of a successful brand strategy
As strong as your brand may be on paper, it takes a culture to bring it to life. By establishing a strong identity that resonates with your business, customers, partners, and employees, you create a complete brand story that can live and evolve in the hearts and minds of your audience, providing strength and direction for your brand that translates into real bottom-line success for your business.
Our design experts have created an identity suite based on four principles for a successful branding strategy:
- Be different: to create consumer preference and demand, your business must have an authentic reason for being that differentiates it from the market.
- Be significant: understand what drives your audience in order to create a strong connection.
- Be credible: maintain integrity in what you say, do, and the experience you create for others.
- Be valuable: build strong experiences and lasting perceptions by delivering consistent value.
These four principles are critical to the formation of a hard-working brand identity. With proper planning, maintenance, and continuous evaluation, your business will see an increase in recognition and appreciation both inside and outside the organization.
Symbicore works with clients to establish these core principles and build powerful, effective corporate identities. We take into account the unique structural, cultural and strategic needs of each client to ensure every solution is tailor-made to suit your business.
Editor’s Note: This post was originally published in March 2015 and has been completely revamped and updated for accuracy and comprehensiveness.