There are so many different factors at play in a corporate branding campaign that it’s almost remarkable they can all fit underneath the same umbrella. From deciding a specific genre of products or services that your company will have to offer to designing your logo, from picking your brand colors to deciding which fonts will be used to communicate your messages, establishing a company’s brand can take an army of experts working tirelessly for weeks to truly come to fruition.
Another factor you’ll need to consider as you think through your corporate branding is the branding message you want to send to your customers. Of course, any given company is going to send more than a single message to their target audience.
Apple, for instance, thrives on a reputation for designing the sleekest, most aesthetically pleasing tech products on the marketplace. They’re also known for consistent innovation, and for revolutionizing modern life more than once, with products like the iPod, the iPhone, and the iPad. But Apple’s brand messages over the years have been able to encompass all of those accomplishments into just a few words. From “Think different” to “Progress is a beautiful thing,” Apple’s corporate branding has always been a master class in excellence.
Your company branding message may not ever become as iconic as Apple’s, but that doesn’t mean the company can’t be an inspiration. To come up with your own all-encompassing message, think about your company, think about the products and services you offer, the values that you think are important to communicate to your customers, and the things that your customers gravitate toward.
By doing all of the above, you should be able to zero in on a list of the qualities that are definitive of your business. The most important thing is that you consider multiple different perspectives: your perspective, the perspectives of your customers and the general public, and the perspectives that your salespeople use to sell your brand. With any luck, these three perspectives will give you one “common message” that is important to all parties. This message, then, becomes the epicenter of your branding campaign.