By M. Isi Eromosele

Competition in the global business environment is intense. As such, it now more difficult to achieve a unique market position and attain competitive advantage. Corporate branding, when implemented correctly, can provide a corporation with improved value. A branding strategy entails the creation of distinctive identities and market positions for a company’s products and services, differentiating the company’s offerings from its competitors.

Corporate branding involves bringing in additional issues around stakeholder relations (shareholders, media, competitors, governments and others). A well managed corporate branding strategy can help the company build great relations with these stakeholders. Implementing corporate branding is a significant activity that entails skills and tasks that go well beyond a marketing strategy makeover.

Strong corporate branding implementation is about shaping the perceptions of your company in the minds of your current and future customers. A successful branding exercise will add significant value to your organization by enabling to better execute its long-term strategic vision and carve unique marketing positions for itself and its brands globally. Additionally, it would enable your corporation to leverage its concrete assets toward achieving increased brand equity value.

The corporate brand is the general covering for a corporation’s activities and encompasses its mission, vision, values, positioning and most importantly image, among others. A corporate branding strategy creates steadfastness that provides rock solid support for the portfolio of brands the company sells in the global marketplace. For a company that markets multiple brands, there would be a need for more than one brand architecture which would the underpinning for marketing its various brands.

After an overall branding policy has been created and implemented, it will serve as a springboard for reevaluating the corporation’s multiple brands, with great emphasis on solidifying their brand identities through revised approaches. The implementation of these tactical components will result in the establishment of ultimate and long-term brand architecture that would play a crucial role in guiding the company forward toward meeting its business goals.

Corporate brands have now become very strong rivers of financial value for many companies, mostly due to increases in their brand equities. Strong brand equity is achieved through strong cost efficiencies outcomes through reduced marketing and advertising expenditure. Essentially, the onerous general branding budget substitutes for individual product marketing budgets. A merged product and branding strategy will enable your corporation to accrue cost reductions and take advantage of synergies that is engendered from the implementation of a more succinct brand architecture.

Your corporate brand is the main differentiating aspect of your company’s uniqueness. Your selection of a corporate branding strategy and the way it is implemented to sell your portfolio of brands needs to be made on a strategic basis.

When handled correctly, the creation and establishment of superb brand architecture, your brand will be well positioned in the marketplace. A strong and well balanced corporate branding implementation can lead to sustained and positive market and financial results for your company.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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