Corporate branding is an important part of any company. It is a complex of measures, through which the project acquires recognition and develops in the market. Each organization, even a very small one, should be different from others, have its own trademarks and visual concept. In fact, corporate branding is created to build communication with potential and regular customers.
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Go to Logo MakerWith the help of a set of branding tools it is possible to tell the target audience about the mission and priorities of the project, to convey the main strategies of work, etc.
First of all, corporate branding is designed to promote a company, not specific goods and services. Creating the image of the project implies the development of volumetric strategies, thinking through visual and semantic details. Correct positioning is excellent for attracting target customers: it allows you to convey the main values and create a positive impression of the company.
Table of Contents
The main components of corporate branding are:
The formation of a positioning concept is significant for every project, even if we are talking about a local startup. In particular, corporate branding is important for companies
facing “information asymmetry” – a situation where customers are poorly informed about the products and the company itself, have no sense of trust, doubt the quality of work;
needing to increase customer loyalty;
seeking to attract new partners.
Assessing the situation in a particular niche, studying its features, considering the advantages of competitors. This step implies the determination of the current state of affairs on the market.
This step implies the creation of a value for the product/service, or the artificial creation of value for the target audience.
This step implies the designation of principles, which the project plans to follow; the idea, which is going to attract consumers.
During the development of corporate branding, it is desirable to choose the concept of further development of the company – a stretch or expansion of the project. In the first case, it implies the manufacture of new products for an already loyal audience. In the second case, the market launch of products and services for a new target audience.
This is not an easy task: it is necessary to approach the development of a name creatively. However, it is important to make sure that the name remains simple and clear, and most importantly – reflects the main concept.
It is recommended to treat naming as responsibly as possible. Of course, no one forbids to change the “name” later, but to maintain its position in the market, deciding to radically change the name, will not be easy. Do not forget to check the chosen name for legal clarity: it must be free.
Make sure that in the future you will be able to register a trademark, even if you do not need it now.
Corporate identity must be thought through to every detail. Independently you can set a benchmark – schematically create a logo, decide on the basic combination of colors, think through the style. If there is a financial possibility, you should entrust the “production” of the visual concept to specialists – they will create a stylish and high-quality design.
If the project budget is limited, you will have to “pack” the startup yourself: you will need skills in graphic editors, and possibly more time. Another option is to use a logo generator: it’s easier and more efficient.
The advantage of self-design of the main elements is in the understanding of what is required – you do not have to explain in words for a long time what you want to see in the end. In addition, in the process of independent implementation of the idea may have a more detailed vision of the mission of the project, a new understanding of his philosophy, etc.
The main elements of the visual concept are:
Brandbook is a detailed instruction (guide) for managing the corporate style of the project, which fixes the color codes, fonts and features of lettering, the parameters of the elements of composition, details of their location, the key style, etc.
This point is especially relevant for large companies: a brandbook will allow you to keep a unique graphic concept for years to come.
Following such a manual can protect the visual element of branding from blurring and distortion. Thanks to the manual it will be possible to design in a single style absolutely any medium – from a product label to a multifunctional application.
Increasing recognition of the company and attraction of new clients and partners. Publications in various online and offline media, advertising in social networks and other platforms, and collaborations with bloggers and opinion leaders are perfect for these purposes.
For this purpose, an analysis of engagement is carried out, sales dynamics are reviewed, etc. If the efforts made to develop branding have not yielded the expected results, it is worth considering a partial or complete rebranding.
Corporate brand is the intangible intellectual component of the organization, demonstrated in its unique symbolism (both verbal and non-verbal). Branding strengthens the market status of the company, helps to ensure acceptable conditions for the establishment of long-term mutually beneficial relationships with customers and partners.
At the present time there are four basic models of the direction of formation of the corporate brand. When choosing the right one it is important to pay attention to the peculiarities of the market where the brand is going to be realized (or is already doing business):
Corporate branding is not just a beautiful name and stylish website design. The concept includes much more. In fact, it is one of the most expensive assets of a project.
Verbal and visual concepts contribute to the formation of certain perceptions and associations, an image that attracts the target audience and partners on mutually beneficial terms. Quality branding takes on the function of a “bridge” between the company and the consumer of services: it serves as a tool for establishing communication, helping the parties to hear each other.
I’m a product and graphic designer with 10-years background. Writing about branding, logo creation and business.
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