Corporate branding is a more broad concept than that of product branding, since it is more focused on the mindset and character that a company possesses and its standing in the market. It helps identify the distinctive selling point (USP) of an organization and differentiates it from its competitors.

Corporate Branding offers a broad array of benefits that include distinguishing businesses from competition, enhancing customer relationships, building loyalty and trust with consumers and reducing the need for product marketing. It also permits the extension of a brand and identification of new products over time as negotiation skills consumers associate the product with a well-known brand.

A clearly defined brand is essential to any type of company and can be utilized in numerous ways, such as public relations, advertising, and employee recruitment. A strong corporate brand requires lots of analysis and planning to ensure that the corporate message is communicated in a professional way.

It can be challenging to develop a corporate image for both small and large companies. While admen on Madison Avenue may have you believe that branding for corporate companies peaked in their smoky, martini-soaked boardrooms, the rise of the internet and social media has brought with it a host of new challenges that require new thinking. More and more companies are using corporate branding to enhance marketing, communication and even environmental and social responsibility initiatives.