What is Corporate Branding? Meaning of Corporate Branding and All Methods | Case Study
If you arrive at this blog, you will have an interest in "Corporate branding" or "Corporate branding" for some reason. But at the same time, do you not feel that "corporate branding strategy is abstract" or "I do not know what to start with?"
Corporate branding differs from brand marketing in that there is no “convenient sale” such as a product or service. Furthermore, while brand marketing is the subject of "marketing-related departments" and "everyday operations", corporate branding is a story that "includes the whole company" and "looks ahead five or ten years ahead". More complex.
So that's a question for you. What is the purpose of the corporate branding strategy in the first place?
Everything is made up of purpose and means. If you understand "Corporate Branding Strategy" after understanding "What is the purpose of Corporate Branding Strategy in the first place", then it is a shortcut to understand Corporate Brand Strategy.
If you wondered what the purpose of your corporate branding strategy is, even if you were confused for a moment, please read this commentary to the end.
If you proceed with corporate branding while understanding is vague, you will end up with superficial results such as "change the logo design of the company" and "change the slogan of the company", and the results will not be clear.
If you are interested in "corporate branding" and want to make your company's corporate branding successful, I hope this article will help.
Unlike brand marketing, "corporate branding" is an enterprise-wide effort. And, of course, to be successful in corporate branding, if you and all project members promoting corporate branding do not understand "What is corporate branding?"
However, it is also true that there are many misconceptions in "Corporate Branding". The following are some common misconceptions:
- Corporate branding is a method of improving the corporate image.
- Corporate branding is about changing company names and logo designs into something new and matching them with the times.
- Our company is a serious company. You don't need to have something like corporate branding.
- As our company is a B2B company, corporate branding is not necessary.
If you are appointed project leader for "Corporate Branding", you will soon be annoyed by the "people with misunderstandings" as described above.
Unfortunately, "branding" is an abstract concept and there is a lot of room for interpretation. Therefore, the “Corporate Branding Project” will proceed with each misinterpretation, and “differences in interpretation” will be revealed later, and there will always be cases of confusion.
As with any project, if there is no match between the project members in the first place and the purpose (the direction to be aimed), the project will never be in line.
Therefore, the first thing you should do is to have a common understanding among project members on "What is corporate branding ?: Stand up point" and "What is the purpose of corporate branding: goal".
I am sorry for the sudden question, but does the company to which you belong have "business goals"?
Although k_bird has been in contact with many companies up to now, almost all companies have set “corporate goals”. In particular, listed companies often have corporate goals such as "sales," "share," "operating profit," and "operating profit margin." Some companies that are more financially advanced have EBITDA, EVA, etc. set up.
If you are looking at this blog, you should firmly understand the medium-term management plan and have a "corporate goal" in mind. Let's ask the following questions to you.
"What is your company's corporate purpose?"
How would you answer if you were asked as above from "a stranger outsider"?
If you say, "The purpose of my company is to increase operating income to ¥ 100 billion," unfortunately, "a stranger outsider" will lose interest in your company. Because "the increase in your company's operating profit to 100 billion yen" is a story of another person for "a stranger outsider", and it is a matter of no matter what.
Then, replace the words "unknown outsider" in the text in the above paragraph with "society" or "a (potential) customer" and try reading again. You should notice something important.
There can be no "goal" without any "goal".
And it is as we have seen so far that if the company's purpose is put in "the operating profit of our company" etc., it will end in "a mere inward talk". The purpose of a company that should be essential must be positioned in relation to "society" and "potential customers".
And if you read this far, you should be aware that all the examples at the beginning are "misunderstandings".
- Corporate branding is a method of improving the corporate image.
- Corporate branding is about changing company names and company logo designs to something new.
- You don't need to have something like corporate branding.
- Corporate branding is not necessary for BtoB companies.
Once you understand the meaning of corporate branding, let's explain the purpose of corporate branding.
It goes without saying that “Corporate Branding” requires business results because it involves investment. However, corporate branding involves the difficulty of defining the purpose itself, as the target is "all stakeholders".
Therefore, k_bird is often described along the framework of the following "value chain".
The effect of "fund raising" by corporate branding
First of all, companies start with the "funding" that is their origin. Without funding from banks and stock markets, you can not even start a new business in the first place.
If you can show “your company's social purpose” and “consistent attitude toward it” through corporate branding, then your company is an empathy called “expected” or “trust” from banks and stock markets It will be possible to earn
As a result, banks and stock markets will feel more credible in the future of your company, and by lowering the cost of capital (= funding costs), it will be possible to raise funds in a favorable manner.
If you are keenly aware, this is what is called "IR effect" in corporate branding.
The effect of "human resources adoption" in corporate branding
Even if you can raise enough funds, business will not run unless you have enough people to carry out your business activities.
However, it is said that the labor force will decrease in Japan from now on and it will be difficult to adopt. The reality is that, at advertising agencies to which k_bird belongs, consultations centering on mid-sized companies and B to B companies on the theme of “recruitment” are rapidly increasing.
When it comes to "recruitment", it tends to be a short-term argument that "if a salary level is raised, good people will apply". However, in light of the experience we have seen at k_bird's foreign-funded consulting firm, "people who come for high rewards" are "people who leave for high rewards".
Moreover, really good high performers no longer consider their skills in the "monetary reward" dimension. Because we understand well that "the career life to pursue money is a career life governed by money."
True high performers are always thinking "What can we do with our skills?" And there are many people who judge the field on the basis of "whether there is a friend who can resonate with such values and aspirations".
If you can indicate “your company's social purpose” and “consistent attitude toward it” through corporate branding, you should obtain the “resonance” empathy from the high performers in the human resources market. Becomes possible.کلینیک دندانپزشکی دکتر اختری
This is called "recruiting branding" in the branding world.
Effects of "organizational culture" in corporate branding
Even if you have enough people in your company, you will not be able to achieve business results unless each and every one of your employees is capable.
So that's a question for you. Employees say, "Our business is a business that brings operating income to ¥ 100 billion." Or "Our business is a business that makes the world a better place." Do you feel "proud" or "fulfillment"?
If you can show employees the "social purpose of your company" and "consistent attitude toward them" through corporate branding, you will obtain an empathy called "pride" from your employees It becomes possible.
This is called "inner branding" in the branding world.
Effects of "Marketing" on Corporate Branding
The last is the marketing effect of corporate branding.
If you stand as a potential customer, you are told, "Our company is a company aiming for an operating income of ¥ 1 billion." And "Our company makes society better through business. "A company that is aiming to change into a place," and which company do you have "resonance"?
If you can show potential customers the “social purpose your company exists” and “consistent attitude toward it” through corporate branding, your company will be named “resonant emotion” or “respected emotion” from potential customers. It is possible to gain empathy for
If two identical products with identical specifications and prices are lined up, which product is more likely to be selected for products that have resonant feelings and those that do not?
