Jan 25

Corporate Branding Revealed

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Simply put: Corporate branding is about the image of an organization. It is not only about looks, such as, logos, emblems, and style, but also includes the image of quality, or reliability, or lack of either. What is important about corporate branding is the image of a brand in the eyes of the consumers. The brand helps distinguish your products from those of your competitors, and if it has gained a reputation for high quality, your advertising campaign will be more effective.

Your brand will always be associated with good quality, if the image of your brand is also so associated. Such an image will be associated in the minds of the consumers as well as in the minds of the distributors.

Importance Of Branding

Success of any venture is determined, in large part, by the success of its brand. Not only does branding of a venture display a corporate image that is constantly in mind, it also conveys what your products or services offer. The success of your venture depends on its branding, which includes the visual effects of your business cards, to your overall business identity. They may not seem so, but these are key to determining the success of your business.

Successful businesses have used branding wisely to distinguish their corporate identity from that of their competitors. People have learned to trust such corporate images, and these go a long way in helping consumers make a purchasing decision.

It does not matter whether a venture is a small business with a couple of employees, or a large global corporation. Branding is equally important. Unfortunately, owners of small ventures overlook the importance of branding of their products or services. They fail to understand that the principles behind corporate branding, whether a venture is a small one or a large one, are the same and that they are crucial to their success or failure.

In fact, branding may be more crucial to small business ventures, when compared to large corporations. Branding provides a professional look to smaller businesses, and enhances confidence in the minds of potential customers of their ability to get the job done. Branding of your venture ensures that consistent look, right from your business cards, to your website.

Corporate branding needs to be unique and easily recognizable. It is only through your brand that you leave an everlasting impression on those prospective and potential customers. You, definitely, do not want to miss that one chance, and need to ensure that there is an element of consistency across your brand identity. Branding consistency is important in elements, such as your business logo, business cards, your company signage, and anything else connected to your company.

As your branding needs to be unique, ensure that you do not use elements that can easily be used by others. It is worth repeating over and over again that consistency is what is required for that professional look, consistency in all of your marketing elements, so that they have high visibility and are retained in the memory of the prospective customers.

Brand Measurement

Equity and franchise are the two measurements of a brand. In very simple terms, equity is the ability of the brand to sell, and franchise is returning of the trust in the brand. These elements are very important. Once the equity has been established in a brand, and there is no need for advertising, that is franchise of the said brand.

Corporate branding starts with determining your target customer base. Your marketing strategy should address the needs of these target customers, and then effectively mold your brand around their needs and requirements.

Anthony Samuel is a successful entrepreneur with 10 years experience in the work at home business industry. He reviews work from home computer jobs and lists his top picks at http://www.sanjen.com
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Jan 24

Manufacturers Learn the Value of Consistent Corporate Identity

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A muddled corporate identity can hinder success in the
marketplace. Manufacturers that have a confusing corporate
identity impact their success. In contrast, well known corporate
manufacturing identities including graphics, design, and color
are used to demonstrate successful corporate identity.

Those responsible for maintaining an organization’s corporate
identity or looking to expand their communication assessment
skills should work with key identity strategists at least once
per year and audit the messages once per quarter. There are few
public relations and marketing firms that have manufacturing
expertise and the generic “cookie-cutter” approach to branding
does not apply to manufacturing.

It is best if there the firm has several strategic alliances
that can be tapped to test the message consistency. Color Gurus,
like Henrietta Ortiz, of Bold Consulting, noted that is ideal if
a PR firm can pool resources from SEO (search engine
optimization and web marketing) specialists to print media PR,
to mass media PR, and all other arms of brand identity outreach.
Corey Wenger, the nation’s only Lean Manufacturing based SEO,
Key-Position, agreed that you have to have all creative parties
“on the same page.” Roger Meloy of Cincinnati-based Focus
Marketing specializes in work with Manufacturing Software firms,
also finds the cohesive and holistic approach to a marketing
strategy essential in developing a consistent message.

According to Dean Schmidt, Program Manager with TR Cutler, Inc.,
“Beyond the visual components of branding are the actual words,
taglines, and descriptions of a manufacturing company or
product. There can be no vacillation in these consistent product
and company identity message.”

TR Cutler, Inc. (www.trcutlerinc.com) is the leading
manufacturing public relations firm worldwide and has developed
a cohesive and integrated market branding program with the
hallmark of consistent identity.

TR Cutler, Inc. www.trcutlerinc.com Thomas Cutler 954-486-7562

# # #

Professional Marketing Firm
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Jan 23

A Consistent Corporate Identity – Don’t Leave it to Chance

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You have a great corporate identity, so why is it that Bob from Technical Support in Sheffield has a business card on 300g mat and is a different size to Sarah from the London sales office. Not only that, but the type faces are both wrong. Fortunately, they both have our logo. Unfortunately, they’re a different colour. Sounds familiar? I’ve seen this happen repeatedly in global operations, even within the same department.

Without a system in place to enforce brand identity guidelines, the effect of a company’s visual identity will be diluted. At the very least, a company should have a Corporate Identity Guide that contains the design and print specifications of everything from business stationery to vehicle livery. It doesn’t have to be a printed guide. Many companies make this information available to appropriate staff and suppliers via a secure section of the company website.

A Corporate Identity Guide is useless if its guidelines are not enforced. The simplest way to protect corporate identity is by using the technology that is available to us via web to print systems. Not the ‘design your own’ business card websites you will frequently find on the internet aimed at sole traders, but custom templates that are built on corporate print on-line e-procurement systems.

Artwork templates for web to print can be extremely complex. One of the simplest of all might appear to be a business card. But, there is difficulty in dealing with the large variations of telephone numbers, email addresses and URLs. Each one has to have the information carefully positioned in the correct place. The reality is that business cards can be the most complex template for a large organisation, but they also demonstrate the power of using on-line templates.

Now imagine that you have to give new business cards to about 5000 employees because of a re-brand. Not only that, but you have over 500 offices. With on-line ordering, you can make new cards available to order for all office employees and have them printed and dispatched in days. As all the artwork specifications are enforced automatically, the cards will all display the corporate identity accurately.

This demonstrates one of the real benefits of web to print. The most powerful arguments for ordering simple personalised products in this way were illustrated to me by rolling out volume print projects. In one case the Managing Director of a company in question, when overseeing a huge order for a re-brand, said to me, “Aha!, so that’s why we’re doing this”. Seeing is believing.

Richard Leeds is the founder of PrintJuggler, and provides a personal service for customers with custom printing and gift wrap packaging requirements. For corporate print customers, PrintJuggler provides eShop on-line ordering. For more details visit www.printjuggler.com

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Jan 18

A Consistent Corporate Identity – Don’t Leave it to Chance

Brand Identity No Comments »

You have a great corporate identity, so why is it that Bob from Technical Support in Sheffield has a business card on 300g mat and is a different size to Sarah from the London sales office. Not only that, but the type faces are both wrong. Fortunately, they both have our logo. Unfortunately, they’re a different colour. Sounds familiar? I’ve seen this happen repeatedly in global operations, even within the same department.

Without a system in place to enforce brand identity guidelines, the effect of a company’s visual identity will be diluted. At the very least, a company should have a Corporate Identity Guide that contains the design and print specifications of everything from business stationery to vehicle livery. It doesn’t have to be a printed guide. Many companies make this information available to appropriate staff and suppliers via a secure section of the company website.

A Corporate Identity Guide is useless if its guidelines are not enforced. The simplest way to protect corporate identity is by using the technology that is available to us via web to print systems. Not the ‘design your own’ business card websites you will frequently find on the internet aimed at sole traders, but custom templates that are built on corporate print on-line e-procurement systems.

Artwork templates for web to print can be extremely complex. One of the simplest of all might appear to be a business card. But, there is difficulty in dealing with the large variations of telephone numbers, email addresses and URLs. Each one has to have the information carefully positioned in the correct place. The reality is that business cards can be the most complex template for a large organisation, but they also demonstrate the power of using on-line templates.

Now imagine that you have to give new business cards to about 5000 employees because of a re-brand. Not only that, but you have over 500 offices. With on-line ordering, you can make new cards available to order for all office employees and have them printed and dispatched in days. As all the artwork specifications are enforced automatically, the cards will all display the corporate identity accurately.

This demonstrates one of the real benefits of web to print. The most powerful arguments for ordering simple personalised products in this way were illustrated to me by rolling out volume print projects. In one case the Managing Director of a company in question, when overseeing a huge order for a re-brand, said to me, “Aha!, so that’s why we’re doing this”. Seeing is believing.

Richard Leeds is the founder of PrintJuggler, and provides a personal service for customers with custom printing and gift wrap packaging requirements. For corporate print customers, PrintJuggler provides eShop on-line ordering. For more details visit www.printjuggler.com

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Jan 07

The Importance Of Corporate Identity Branding And Rebranding Services

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Corporate identity branding and rebranding services, is an area which requires immense thought and great care. Aspects of corporate branding that may seem quirky or fashionable today may not appear so in five or ten years’ time. Identity branding is an aspect of any company’s business plan which cannot be rushed into, and must be considered carefully with the future in mind.

One of the key considerations in terms of successful branding is the nature of the business, product or service. To a very significant extent it will be important to keep these aspects of your business in mind, and not simply seek an image that looks cool or modern. Images, colors and even the style of artistry used in any logo or brand image will all prompt customers or potential clients to make assumptions before becoming familiar with it.

Whether these assumptions are accurate or correct is immaterial: your corporate identity branding will give rise to them irrespective of your own motivation for the way your business is branded. Colors and logos which appear vibrant and up-to-date may work today, but one needs only to look at those companies formed five or ten years ago to see that many of them already look tired and dated.

History and existing businesses can also have an impact on perception – or could make your business work. As a simple example of this, an intended up-market eatery would undoubtedly fail with the name ‘”McDonald’s Sushi Bar” – or would it? Perhaps not, especially if that as your name, but market research would help to determine that.

This is often why many businesses enter into a rebranding phase. Initial success could drift, or an image could become dated or worn. There is no doubt that reviewing and updating your corporate image can prove to be successful, but it could also fail. There are two good reasons why corporate rebranding should not be undertaken too lightly.

The first is, of course, the cost. The branding of a company, no matter what its size, will necessarily cost a significant amount of the budget. The face presented to all of its potential customers must be right. This will involve artists, designers, marketing and consultants, not to mention a massive amount of printing, labeling and promotion.

Further to that, if your business already has a recognized brand image, then rebranding it can cause confusion. Many customers may not realize that the company has been rebranded, and believe that you are a new company. This is likely to cause many customers to reconsider their business with you, and compare the market for alternatives.

Rebranding can cause divide and instability if not treated carefully and appropriately. Using experts who are familiar with this process and the obstacles which can appear along the way is a very sensible idea. Perhaps anyone can sketch up a nice looking logo and decide on a couple of colors which look good together. It is quite another to manage the whole process smoothly and efficiently so that customers and clients do not feel unsettled, confused, or liable to consider that your company has changed as dramatically as the logo.

Of course, updating a corporate branding image can have many very positive consequences. That, after all, is almost certainly why you are considering undertaking such a process in the first place. Updating the image can be tailored to coincide with the updating of the company itself.

It is well worth being aware that, in the current climate, corporate branding is something very much on the minds of customers and clients. So many companies are struggling, being bought out, taken over, sold off and merged together that the number of brand names leaving the shelves, or changing in the high street is highly noticeable.

Your branding process should not give the impression to the customer that you are undecided, or covering up issues that might be of concern. You will need to think carefully about why you consider rebranding is necessary, and to some extent, justifying this to your customers.

Hurling a completely new logo, color scheme and image at your existing customers entirely unannounced will cause confusion, with many feeling that the company may have been bought out, and their details passed on to an unknown buyer. To avoid this it will be essential for you to communicate your intentions to your customers well in advance of putting them into practice.

This is where the services of experts who are experienced within this field can be of vital importance. They will be able to manage or advise the corporate branding process smoothly from beginning to end, ensuring that both the company and its clients are happy and understand what is happening. Just as importantly, your customers will be able to understand what is not happening too, such as the company being sold off or bought out.

If you are starting up a new company and are considering your brand identity for the first time, you might assume that these issues will not affect you directly. Whilst it is true that your existing customers are unlikely to be concerned, you will still need to ensure that your corporate identity branding ticks all the right boxes in terms of what customers expect and look for in a such a company.

Regardless of your company’s experience in business or even in corporate identity branding or rebranding, that is a field in which professionals can help you with professional job that you can’t do yourself.

Surge Design is based in Atlanta Georgia. Contact Surge Design today to talk about corporate identity branding atlanta georgia as well as their other services which include: Catalog Design, Corporate Identity, Name Development Messaging, Name Positioning, Stationary Systems, Marketing Collateral, Corporate Presentations, Corporate Promotional Campaigns, Corporate Press Kits, Business Advertising, Restaurant Menu design, Corporate Packaging, Business Event Graphics, Tradeshow Graphics, Business Signage, Direct Mail Campaigns, HTML Email Campaigns, Website Design and Interactive Advertising.

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Jan 05

Defining Your Corporate Identity

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Your corporate identity impacts all aspects of your business and plays a vital role in your customer’s overall experience with your organization. Having a strong consistent identity throughout your communication and marketing efforts is the first step to building your organization and a solid image. Many corporations accomplish this with the help of outside branding and corporate identity consultants, or specialists. These specialists ensure that the company is acting in a way which is consistent with its corporate identity, keeping the company’s position in the market strong.


A brand or corporate identity, serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo design, font and typography structure, color schemes and symbols which can be used across all marketing materials. This corporate identity system shows the difference between the conceptual and technical borders of a sign as the identity, and an organized system of signs and visual structures. The creation of an identity program is beyond the design of simple signs. Corporate identity involves a company’s logo and design strategy, and is merely a component of an overall brand strategy. When all of these components come together, a memorable brand is created. If you have ever purchased something after seeing a commercial for it on television or after seeing a print ad for the product, than you already know just how effective this strategy can be.


Brand identity is a basic requirement for any company, product or service to launch itself into the branding roadmap. Every company should have a basic but well-researched brand portfolio that describes what the brand is and what it stands for. This model is based on the idea that brand identity is managed. Positive brand image that ensures a competitive advantage is build up when conveying brand identity to consumers efficiently and employing particular strategies of positioning. This identity is the most outward expression of the brand. It serves to distinguish your brand from its rivals while affirming market position.


Who do you want to be as a corporation. What values do you want your corporation to adopt and promote. When people think of your corporation, what would you like their first thoughts to be. When you are developing your corporate identity, these are some of the initial things that you should be thinking about. Your competition is working hard to develop their own unique branding and marketing strategy, which is why it only makes sense to work twice as hard to develop yours.

The author has written numerous articles on corporate identity and establishing strong business brands.

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Dec 27

How to Improve Your Corporate Branding Strategies

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Do you know what define you in the public eye? Yes, you are right it is your corporate brand image. The answer may sound very simple but creating an effective brand image is not at all easy. Your business can succeed or fail depending on the strategies you follow to build a unique brand image.

While a strong brand image boost your business a feeble one can easily break it. A good image is very necessary in order to create a good impression in the market. Do you want to create a corporate brand from scratch or you just want to utilize some re-branding opportunities. Whatever it is, you need to keep a few things in mind.

The most important thing in brand identity marketing is longevity. Many companies do the same mistake of going for short-term projects. It may be because of their budget. But ultimately it will not help you to get good return on investment. Don’t imply any strategy to get result in immediate future. Think of long term achievements. People have faith only in those brands which have lasts through thick and thin. A brand that survives the storms is a true winner.

A new name, a new tagline or a new logo attracts people initially just because they see something different and want to try them out. But soon it will become history unless you have thought of the long journey. It will help you to improve your business not only in near future but also in distant future.

The greatest aspect for branding strategy must be consistency. You should take this very seriously as your potential clients also consider this as one of the most important corporate branding strategies. If your brand image remains consistent people will surely appreciate it.

This consistency should reflect in everything starting from your business card to letter headed notepad, envelop to leaflets, storefront to website. Consistency also helps people to remember your company name. In order to maintain consistency you should consider the design of your logo or the content of your tag line.

The logo should be suitable so that it doesn’t look odd anywhere whether you see it in the notepad or in the website or in the road side banner or in the TV screen. It should be relevant to your business as well. Designing such a logo is really difficult. So it needs much concentration, thought and research.

The case is quite similar to advertisements as well. What works for internet branding might fail for offline branding. Your ad should be perfect for all the mediums. See the same ad on a banner and on TV screen. Now forget that you own the company and try to think just as your customers will think. Are you equally impressed seeing the same ad in both of the mediums? If your answer is yes, then you can move on without any hesitation.

Lastly while choosing the strategies don’t focus only on the market and your target audience. But also try to see what your competitors are doing. Identify the strategies that work and then implement them in your own way to stand out among the crowd.

Steve is a media professional and writes for different online publications. For more information on brand marketing news or branded entertainment he recommends you to visit http://www.brandweek.com

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Nov 18

Defining Corporate Identity, Brand Identity & Brand Image

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Corporate identity is a company’s visual presence, which involves the corporate logo and design strategy for corporate marketing collateral. Corporate identity does not encapsulate brand identity, which is best defined as the soul of your company. However, a corporate identity may, and often does, reflect a brand identity. But some ad agencies, marketing companies and graphic design agencies would have you believe that brand identity is the same thing as corporate identity and that changing a logo or design strategy will change the brand identity. However, this is not the case. There are many intangible factors that weigh in on a brand identity. Such cosmetic changes can help a brand identity by making it evident to customers that a company cares about its appearance, but that’s about the extent of its power. A corporate identity does, however, need to evolve with the times. Failure to do so can negatively affect a company’s brand identity, but care must also be taken to not overly revise the presentation of a brand, lest customers be concerned about the state of a company. Corporate identity, along with organizational culture, product quality, service reputation, features, benefits, performance and value, are some of the key factors of brand identity.

Brand Identity – It’s the essence of your company
Brand identity is the complete package of a business to its customers. It includes the company’s service reputation, product quality, features, benefits, performance and value. It is the summation of all these things, which create brand identity.

Brand Image is the market’s perception of your brand identity, which may or may not coincide with your intended brand identity. Companies must work hard at the daunting task of getting brand identity and image to align…or hire a true branding company.

A branding company can show you how success starts with the brand identity. Do you have a branding strategy? Are your employees aware of it and able to be ambassadors for your company’s brand during interactions with the outside world? Are you making the most strategically sound decisions for your brand? Do you know your customers’ perceptions of your brand?

If your answer is “no” to any of those questions, take the first step in being able to answer yes to all of them and success.

Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding research firm located in Boston, Massachusetts.
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Nov 12

Corporate Logos – Building Brand Identity

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Corporate branding is the need of the hour. Every organization today, needs to promote its brand identity in order to make a lasting impression on the minds of the potential as well as the loyal consumers. As the world has advanced, time to impress clients or customers has become less. So branding has become essential as it helps to achieve the company?s long term goals, sustain customers and clients and create new client base. Successful branding is all about single thing – recognition from customers. It?s about making the customers aware of one company or its products and services in such a way that they would be able to separate the company from its competitors. Branding seeks to increase the product’s perceived value to the customer and thus increase brand franchise and brand equity. Brand works as an implied promise of quality level. It may also help increase the price of a product.

Basic branding can be done in various ways, starting from designing an effective logo, web address, visiting cards, letterheads to advertisements in television, media, events, and becoming a sponsor. The most important amongst these is probably the corporate logo. A corporate logo portrays a company?s identity, aims and objectives. It acts as an important tool for the promotion of a company?s culture. Corporate logos provide visibility and prominence to organizations by becoming a signature of the company. It goes a long way to explain the kind of service or product, the quality of the service or product and the time delivery. An ideal corporate should be simple, yet convey all the necessary information of the company.

Furthermore, logos an important aspect of branding as they can be used everywhere, on the business cards, letterheads, envelopes, websites and even on the company building. As every individual needs an identity, so does an organization. And a corporate house without a logo would seem like an individual without a face. A professional custom logo design gives a face to any business and makes it more memorable to the customer. Moreover, a well designed unique logo helps a business to gain an extra edge over its competitors. When more than one company is selling same products or services at the same price, consumers often tend to judge the products or services by the infrastructure, the overall look and feel of the company. A neat logo, in this case, helps to convey this belief to the consumers.

Three types of logos are generally used ? text logos, symbol logos and combination logos having both texts and symbols. Whichever is used, a corporate logo should always be well researched and rightly selected. It should be simple enough for general customers to remember correctly and at the same time attractive enough to remain in their minds. It should ideally stand apart from the competitor logos and communicate the essential information of the business and its products and services to the consumers and thus create a belief in them. If all these aspects are taken into consideration while choosing a corporate logo, it would surely go a long way to establish the company?s brand amongst the consumers.

This article is written by Ronn Jones, a marketing expert with years of experience in branding and internet marketing. Check out more information on corporate logo.

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