Article - Fundamental Corporate Branding | XCO Group

31 Jan 2020

Foremost and Fundamental Functions of Corporate Branding

 

Very few, if any, modern, successful companies and groups, large or small, especially those in leading roles, would be as widely known as they are without having their name, logo, and branding instantly recognised by their current and potentially new clients and customers. Corporate branding has become an essential marketing component of businesses of virtually all descriptions.

 

Primary Purpose

 

·         Serves to characterise the organisation’s intrinsic ethos, mission, and core values

·         Builds awareness – at a glance – of the company’s presence and the brand which identifies the business

·         Enhances the business’s image and credibility internally and externally, differentiating the company from its competitors and making it stand out from the bunch

·         Branding indicates that the corporate entity is serious about and proud of its business

·         Enhances the company’s image and corporate culture

·         Fosters cohesion between staff members within the business

·         Instrumental in building the company’s foothold in its marketplace

·         Enables customers to identify its presence instantly

·         Helps to build customer/brand loyalty and trust in its core business, be it products or services

 

Who is the Customer?

 

It is also important for the organisation to identify its core target market. Who are their existing and potential new customers and what, in general, identifies them, their needs, and perception of products? What sets them apart from the rest?

 

The answers to these questions enable corporate branding and marketing specialists to help you create an effective, attractive brand image or logo that appeals principally to your market sector and attracts this group’s members to your brand, its beliefs, and its products and/or services.

 

First Impressions

 

First impressions are those that really count, because first impressions are enduring. Your brand insignia or logo and corporate colours play a vitally important part in those lasting first impressions. Hence, branding deserves a great deal of care and consideration, which describes the attention that your brand receives at XCO Group, leading South African suppliers of a great range of corporate branded merchandise.

 

What People Hear and See

 

People remember what they hear and see. That is why reputation, referrals, and word-of-mouth are such powerful marketing tools, especially when enhanced by a strong brand. Because effective branding is designed to be highly visible, it reinforces the business’s presence and it indicates that the organisation stands by its products, personnel, and its services.

 

 

 

 

Top-of-Mind, Every Time

 

When your customers respect and trust your brand, they tend to identify with it and become brand loyal, which ensures that your brand is top-of-mind every time they think of or require your products or services, for which they will usually wait, if need be. That is precisely what you want, since establishing such a strong, healthy corporate brand virtually guarantees repeat customers – a huge business asset.