Article - Stand Out With Impactful Corporate Branding

07 Feb 2022

Benefits of Corporate Branding

Consumers, customers and clients throughout the world are so accustomed to corporate branding of organisations, goods, products and services that this practice is largely taken for granted by most, excluding those who are involved in this creative aspect of marketing and promotion. Such branding specialists tend to be committed, creative persons who understand and focus on their craft because they recognise its necessity and importance.

XCO Group understands that customers often take branding for granted, without giving any thought about how inconvenienced or disadvantaged they might be, were it not for the presence and almost universal use of this function.

Once humankind evolved sufficiently to create spoken language with which to communicate with others, human beings named everything and everyone. Eventually, many centuries later, thanks to the power and impact of speech, everyone understood what a table, foot, fridge, school or car was, simply by hearing or reading the respective key word – the given name.

Loyalty and Trust

Customers are more likely to support brands that they trust, and quality branding can result in better client loyalty and retention.

However, while it may be said that a name is an initial step in recognising and establishing a brand, it doesn’t imply that the brand and its products and services will automatically be sustainable and capable of growth. It takes extensive, ongoing promotion to secure a corporate concern’s popularity, survival and success in its market sector.

Names Synonymous with Successful Corporate Brands

From time to time, it does happen that an exceptionally successful corporate brand is built on the name of its founder or initial owner. In the case of McDonald’s, a fictional character was created to increase the fast food chain’s popularity and presence.

Similarly, there’s Jim Beam, Jack Daniels and the famous Colonel Sanders with his secret recipe of herbs and spices, synonymous with his corporate brand, KFC. An iconic South African brand, Mrs Ball’s Chutney, is a firm favourite condiment, which Mrs HS Ball created and sold to help support her large family that included 11 children.

Firms of attorneys and accountants utilise the surnames of their founding members or most senior partners as their professional trading names. William Henry Hoover’s vacuum cleaners revolutionised and dominated the carpet and floor cleaning industry during most of the 20^th century; the company is still significant in the household appliance sector today, more than 100 years later. Similarly, Henry Ford’s first Ford car was assembled in 1903, subsequent to the establishment of The Ford Motor Company.