The 5 Key Elements of Corporate Brand Strategy

The 5 Key Elements of Corporate Brand Strategy

Branding

The 5 Key Elements of Corporate Brand Strategy

The process of branding takes some serious strategy. Make sure that you’ve carefully considered these five key elements.

 

A successful brand always has a strong branding strategy behind its success. Most businesses assume that a corporate branding strategy stops at a logo, tagline, and website. Unfortunately, it takes much more work and ability to develop a strong corporate brand strategy.

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Why is developing a corporate branding strategy important?

A bold branding strategy is critical to building connections with customers. It can help build loyalty, drive brand awareness, inspire word-of-mouth, and create a lasting impression with customers.
 

Some of the most iconic corporate branding strategies include; Apple, Nike, Mcdonald‘s, Warby Parker, Disney, and more. These are all companies that bring strong and clear images to the head of a consumer as to what the “brand” means. Each provides a unique product and brand experience that keeps customers coming back for more.

Here are the 5 key elements of corporate branding:

1. Brand Story: An Origin Story for your Company

Your brand story is the narrative that’s used to communicate your business’s story, beliefs, values, and purpose/mission of your business. The right brand story can connect with your consumer base and create lifelong fans of the brand. Get to know your business on a deeper level and create a story that communicates it. All of your branding aesthetics and messages should tie into this story!

2. Brand Positioning: The Perception of your Brand

Brand positioning allows a company to occupy a unique space in the target market. It allows for brands to appear different when compared to competitors and can work to increase credibility. A successful brand positioning strategy should resonate with customers and set your corporate brand apart from others.

3. Brand Voice: Set the Tone of Communication

A company’s brand voice is what sets the tone for all future communications with its audience. A strong brand voice may remind you of a witty teenager, a kind teacher, a knowledgeable doctor, or a sarcastic buddy. The brand voice that your company selects can impact the connections and communications with your audience. A lack of personality when it comes to a corporate brand strategy can risk coming across as forgettable, boring, or out of touch.

4. Brand Design: Let’s Talk Aesthetic

Your business’s impact matters not only in its communication but also in its aesthetic. This aspect of branding includes the color palette, fonts, typography, and overall image of your brand. A picture speaks a thousand words – and there have never been truer words than when it comes to a corporate brand strategy. Brand design can also illustrate the target customer’s point of view, taste level, demographics, and more.

5. Brand Promise: Bringing Value to the Table

This promise differentiates slightly from your brand story in that it’s meant to communicate the value that you will bring your customers. A brand promise should be strong, clear, and align with your customers’ needs. Who are you speaking to? What does your company do? Why are you different from other competitors when it comes to product, mission, or story? What can the customer gain from your product or service?

Conclusion

Winning corporate brand strategies inspire a major sense of connection. Not only does it communicate your aesthetic but it also communicates your values, beliefs, product benefits, and your promise to the consumer. Strong branding means stronger connections with customers.

To read more about the 5 Different Types of Branding Strategies , check out The 5 Different Types of Branding Strategies article.

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