How to improve your corporate branding and give your brand a boost?

by TM Maria Be a king in your own kingdom

In an increasingly saturated and changing market, standing out from the competition and making your audience remember you is not an easy task. In this article I will explain why branding should be part of your marketing strategy and the guidelines to create, strengthen and consolidate the identity of your company.

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What is corporate branding?

Branding is the discipline that is responsible for the construction, growth, expansion and strengthening of a brand. It gathers all the processes and actions that are necessary, from the creation of a specific brand to the generation of value in it.

In practice, branding deals with finding what characterizes the brand, which makes it unique. This should be your main goal!

The elements of differentiation we are talking about are based on tangible or intangible attributes of the product or service that are relevant to its audiences. That is, the characteristics that truly respond to the values, capabilities and personality of the company.

The main task of branding is to promote those attributes to make your brand really reach the audience you are targeting.

How can branding help your company?

Working your corporate branding is an action that you should take into account if you have a company or manage one. Regardless of the type of product or service you offer and the phase in which your business is located.

To give you an idea of what it can bring you, let's focus on the advantages of working with corporate branding:

·        Higher growth rate, because you attract customers faster and do so at lower costs than your competitors.

·        Greater fidelity of your clients. In addition, it manages to convert clients into fans who recommend the brand in their circles of influence.

·        Easier to attract the best talent and to make your brand more attractive for partners and investors.

·        Easier reach of new categories, markets or businesses, thanks to the strength and credibility of your brand and the ability to establish partnerships. When a customer trusts your brand is more likely to be interested in new products and services of this. Even in different categories and away from the original.

·        More profitability, stability and sustainability, because you are less vulnerable to the attacks of competition and the vagaries of crises. As for these, if you have a good branding, in addition, you get more leniency from your customers if you make mistakes.

·        Higher equity value and cash flow of your brand, together with lower capital costs.

·        Greater profitability with respect to competitors because you can apply a certain price premium to your products or services. With the reduction of communication costs you get more performance because you get more attention and get greater synergies in your marketing investments.

The benefits are many and, taking into account the growing competitiveness of the market, the implementation and consolidation of your brand through branding is something that you cannot leave in the background.

What challenges do brands face in today's society?

The main challenge is no longer to generate transactions but to build and maintain relationships. To achieve this, the first step is to provide companies with meaning and personality or, in other words, work on branding.

Therefore, it is important to have a very clear vision of the market situation, its challenges and opportunities, so that the construction, development and consolidation of your brand are effective.

What opportunities are presented to us?

Precisely, most of these challenges present us with opportunities to undertake change and to be able to develop new ideas and improvements.

Nowadays, if you want your company to stand out from the competition, it is not enough to have a good marketing plan. You will also have to develop effective branding strategies that allow your brand to attract, generate and develop links with all stakeholders.

Not only is it about detecting and attracting customers, branding is a process that starts long before the sale and that does not end with it.

As we have seen, brands are living realities and must be constantly directed and cared for so that they do not lose their ability to influence and their value.

The construction of a brand is the cumulative result of everything a company says or does from all its forms of manifestation. Therefore, it is difficult to define where the discipline of branding begins and ends.

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Created on Nov 18th 2018 09:07. Viewed 393 times.

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