Corporate Branding and Marketing – The Difference
At LINK, we believe that Corporate Branding is the cornerstone of effective brand marketing.
Corporate Branding can be described best as an expression of the core truth or value of a company or their products and services. Branding is about visualization and communication of all attributes and that has to include the entire values a brand stands for and what it opposes.
We believe that an inspired Corporate Branding platform must come first and provide the solid foundation on which effective strategic marketing for the brands that fall under that umbrella are built.
What good corporate branding does, is to create empathy with consumers by saying “Our company strands for this or I stand for that” if consumers feel that they wish to support the brand for those reasons, they will purchase the brands of the company whose core values they most identify with or aspire to and recommend them to friends and family.
A truly effective corporate branding platform will penetrate the heart and soul of consumers, reminding them of services or products associated with corporate brand values at the moment of purchase.
The core values and personality of a corporate brand should inform all sales and marketing efforts by their brands. The corporate identity and persona must remain constant and consistent and should not be affected by marketing campaigns promoting the resulting brands and products.
The traditional building blocks of brand marketing are designed to inspire a consumer to buy a particular product, but well thought-out corporate branding strategies build lasting bonds and associations for life.
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