A well-planned branding strategy can make a tremendous impact on your business’ success. Because of the growing competition in all industries today, it’s important that your corporation is able to connect to customers and stay away from the “big bad corporate” image.
If you want to succeed in corporate branding, set aside the traditional approach and focus on customizing what would work best for your company. Here are some steps you can use as a guide.
1. Get To Know Your Customers to Form Your Brand Promise
Traditionally, corporate branding leans towards a more general approach. Companies tend to do a spray-and-pray strategy —to bring in as many leads as possible. This approach follows the concept that trying to appeal to everyone will help the company obtain a more significant market share.
Unfortunately, this is no longer effective. In recent years, brands have seen that trying to be liked by everyone only leads customers to disengage from further marketing attempts. For this reason, it is better to pick out a specific audience to target and choose your niche along with focusing your strategies so that you obtain the best results.
When you figure out who exactly you want to connect with, your vision and brand promise will be more specific—and that will give your customers something more authentic.
2. Be Genuine to Connect with Your Prospective Customers
In this day and age, it’s time to get out of the “corporate” image of branding. What you need to work on instead is building genuine connections with real people. Sometimes, corporations build up success, and they forget the individuals who made the business grow large. But for a corporation to succeed amid an overcrowded and competitive world, the company mustn’t lose its human touch.
So, as the company designs its corporate branding strategy, you should think about mixing emotions in the things you do. For instance, let people know your brand’s story, how it started and why—share the values that matter most to you. You should also create marketing campaigns that discuss issues relevant to your brand and that resonate with your audience.
3. Humanize Your Approach and Don’t Think Like a Company
Modern consumers don’t want to buy from corporations; they want to buy from other people. Yes, customers want to purchase good products at a reasonable price, but they also want to support a company that understands them, embraces their vision, and shares their values.
So, your corporate branding strategy must go beyond keywords and guidelines relating to your brand identity. It should also cover a passion for giving back to the community and having causes you support, whatever that might mean for you.
Final Thoughts
The corporate world is changing every day. Today’s customers are empowered, intelligent individuals, and they have seemingly endless options, so you have to make them notice you and like you. With people not wanting to feel like they are “simply sold to,” you should consider a corporate branding strategy to bring that experience to your customers.
If you want to upgrade your corporate branding approach, work with one of the top branding agencies in Phoenix. Elly and Nora Creative is a branding, content, and public relations agency for small businesses. Work with us today, and let us help you be a leader in your industry.
