The art of creating a brand and building the identity of a company is the essence of corporate communication. It allows a company to convey a certain message to their clients or customers. Brands like the BBC- a trusted, impartial company, Google- innovative and intelligent, and many other companies, owe their success to a well crafted brand.
Purpose
Corporate communication with both employees and the clients is important. A clear vision helps to empower employees, and conveys a positive image that they are proud to be a part of. This also works the same way for the clients, as they identify with the brand.
A good example of this is Apple Inc. They have an image of being innovative, cutting edge and individual- and many people enjoy their products because they feel that they are also these things, and despite the fact that millions of people the world over own Apple products, they all feel like individuals because of the way the company is branded.
Structure
Having a good corporate communication strategy helps employees to construct well thought out and well articulated messages, whether the communication is for colleagues, clients or the public at large. For smaller businesses, having a vision helps to determine what work you take on, and how others perceive you (and helps them decide if they want to commission work or collaborate with you), and helps to build upon itself through this.
Limit the Fall Out
Should your company or business suffer a disaster, or make a mistake, then the branding strategy will help maintain the reputation of the company. The long-term helps to limit the damage of the short.
How You Can Create an Image for Your Business
You need to do some hard thinking, and ask yourself some questions that could be difficult to answer. Questions such as ‘What do you stand for?’, ‘Who are you?’ and ‘What do you want your business to mean to someone?’ are ones whose answers are the foundations of your branding. Be creative, and when you’ve created one for your business you need to be consistent with it.
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