In the cutthroat world of business, people constantly thrive in the sheer competitiveness and challenge of pitting against one another. For corporate executives, it is a continuous climb to be top and never allowing themselves to rest on their laurels in the highly pervasive fear of being toppled by mercenary competitors. Rivalry is all but part of the game, and everyone is ready to use any ammunition in his or her arsenal just to gain the upper hand.
Marketing is said to be the lifeblood of any company. This is the main reason why every company or organization would not hesitate to invest an exorbitant amount of money to develop its unique branding and corporate personality. To some people to clearly ignorant of the dynamics if the corporate arena, it would probably seem like a total waste of resources. This is certainly not the case.
Creating a strong branding and corporate personality is one of the tried and tested ways to generate more awareness for consumers. It is not just solely the brand name, a powerful corporate identity can come from a number of forms. For example, Burberry is quite known for its distinctive signature plaid and Marlboro is associated with male models with five o’clock shadows, sporting a cowboy hat. It is quite incredible how people in advertising never seem to run out of creative ideas just to sell a particular product or service.
Over the decades, companies have definitely placed more focus and importance on branding and corporate personality like never before. This is mainly because people actually associated the quality and reliability of the products based solely on their perception. This is why advertising people are always trying to come up with marketing strategies to feed people information that would cast a certain product or entity an image that they ultimately want to produce.
Unknown to many, the development of branding and corporate personality is an extremely grueling task. It’s not something that one can simply decide on like a spur-of-the-moment idea. It would take a lot of deliberation and research just to come up with a powerful marketing strategy. It is a painstaking process since a brand name or logo will be the identity of the company for the rest of its lifetime. It is almost considered a corporate blunder to change a brand name or identity since it would only alienate consumers and ultimately affect sales.
Aside from increasing product identification and recognition to consumers, branding and corporate identity are perfect ingredients for product positioning, identifying the company’s target market, and an effective way to differentiate the product from the rest of the competitors.