A strong brand identity gives companies a competitive edge when “rational” factors such as pricing and product become less relevant. Market leaders are the companies that are best loved, by customers and employees alike.
Corporate brand identity goes far beyond visual style. It is the cornerstone of business strategy, a guide for decision-making, and a tool for building a harmonious and productive environment within and around the organization. Internally, the branding programme helps improve employee motivation, streamline management efforts and foster an authentic company culture. Externally, the branding programme helps grow effective partnerships, build a consistent and authentic company image, and nurture customer loyalty. These will result in tangible improvement of core business indicators.
KEY ISSUES FOR BRANDING PROGRAMMES
- Low brand recognition and awareness
- Lack of vision
- High staff turnover and poor employee morale
- Change of ownership
- Development of a new category of product or service
- Entering a new market