Branding Corporate Image

The definition of branding could say it is the process of communicating a promise.

In the case of a product that promise would be all the benefits, while in the case of a company would be all it represents to its customers. The promise of a company may be the quality of its products, its treatment of customers, the response time, the originality of his offer or anything that a company offers.

That said, we understand the corporate image branding as the process and the means used to communicate the promise made by the company to its public. The purpose of carrying out the communication of the corporate image is to achieve differentiation and a leading position, especially in markets where it is difficult to make a difference simply by the product being offered is the case of commodities.

Through corporate companies established in memory of the target audience becomes familiar with an entity that is somehow related. The ideal for any company, brand or product is to achieve a close relationship with the customer and is to shift from simple recall to a feeling of affection for the brand or company.

A primary objective in developing the corporate image is to minimize the situational factors at the time that the client is faced with the decision to purchase. Having a well-positioned solid corporate image offers a preliminary framework for the buyer, resulting in a more solid foundation that will positively influence the customer's decision in our favor, but it is important to emphasize that it is not simply to be in the mind of the buyer, but to build confidence through continued compliance with what was promised in the beginning.

When negotiation is no doubt that the corporate image plays an important role.

For example: If you are negotiating with a distributor and the decision to purchase the end user is influenced by situational or contextual factors, the distributor may argue that there is no guarantee that our product is chosen, however, when you have the backed by a solid branding work to support the buying decision is a fact that the bargaining power will be on our side and that the probability of purchase will be angled to the corporate image that was previously set.

Not only are customers who will be positively influenced by an adequate image branding of the company, potential employees, investors, partners, etc.. are other areas of interest that we bring as a benefit. Achieve higher profit margins is another element that usually occurs naturally.

Before starting any corporate branding strategy is important to define the difference between corporate image and visual identity and corporate identity.

The corporate image refers to all the iconography of the company logo, corporate colors, typography, etc.. while the corporate identity is the very personality of the company.

Then the image you are looking for corporate communication corporate identity through a branding process, ie the corporate image will be poured the personality of the company, will be the message that you will want to make known For its part the branding Corporate is the process and the means which involves the corporate image to convey such a personality.

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