How to proceed with corporate (company) branding and methods
If you are reading this commentary, you may be keenly aware of the need for corporate branding for some reason.
On the other hand, corporate branding is not "your department's efforts" but "company-wide efforts", so it is difficult to make decisions if you do not approve it after capturing "company-wide mood".
The timing at which “corporate branding” decisions are easy to pass according to k_bird's experience is roughly as follows.
The timing of the presidents
When the president to change, almost without exception, the new policy is shown. In particular, at the timing when the founding president touches the second generation president, "Corporate branding" is often cited as one of the new policies for the young second generation president.
However, in the case of the second-generation president, because "my company is not noticeable" and so on, it may be a feeling of meeha, so I want to carefully check the background and intent.
The timing of the new medium-term management plan
When faced with "in-house issues" at the timing of new mid-term plan formulation, "corporate branding" is often considered as one of the solutions to the issues.
Anniversary of timing
When a company reaches its anniversary, "thank for your patronage of the past" and "declaration for the future" are considered. There is a case where "corporate branding" is considered as the turning point.
The timing of the listing
The case where "corporate branding" is widely considered for "society" and "stakeholders" as "public works of society" triggered by listing.
The timing of the merger
In the case of corporate mergers, different corporate cultures become one, and it is necessary to change the company name itself, so "corporate branding" is often considered.
The timing of when the business expansion
In this case, as the business size has expanded and the number of human resources has increased rapidly, the mission and aspiration at the time of founding have been diluted within the organization. Often suddenly enlarged venture companies.
The timing of the turnaround
In some cases, corporate branding is considered in order to enhance the morale of the remaining employees after carrying out major restructuring due to poor performance.
Timing at which the gap of the company name and the business reality is increased
Although it was a single business at the time of establishment, the range of business has expanded after that, and as a result the gap between the company name and business reality has become larger, the case where "corporate branding" is considered.
Timing at which the company name or company logo has become not fit the era
Although we have continued to use the company name and logo as a so-called "brand name" since our founding age, anyone sees it as "oldish" and "corporate branding" is considered as part of the rebuilding of "VI: visual identity" Case.
Internationalization timing
In the case of considering internationalization, the trademark barrier is added to "company name" and "company logo" and "corporate branding" is considered as a part of rebuilding "VI: visual identity".
When is it difficult to hire people
In each year, it is difficult to hire human resources, and "corporate branding" is considered as part of "recruitment branding." Especially in BtoB companies.
Corporate branding is a very useful way to solve many business issues. However, it is self-evident that even if you draft "Corporate Branding" at the same time that "Corporate Feeling" is removed, you will not see the light of day.
Furthermore, once the proposed corporate branding is rejected, steaming it back requires considerable energy. Therefore, when drafting "Corporate Branding", let's put "Corporate-wide momentum" on the sidelines by observing the above timing.
کلینیک دندانپزشکی دکتر اختری Business Plan طرح توجیهیمدیریت. برند فروشگاه اینترنتی لوازم خانگیمدیریت.
