CORPORATE BRANDING l WEBSITE DESIGN ESSEX
Corporate identity is the first stage in the process of brand creation. From brand management to identity systems, we create solutions that lead to successful strategies in making your mark.
The team at Creativei media are experienced in dealing with some of the countries leading household names. From initial logo design and brand usage guCreativeielines, right through to corporate stationery and marketing material. Creating a voice that speaks above the competition, above the market confusion, Creativei media will develop the elements that capture the hearts and minds of your target audience. It’s with our vision that we distill complex business goals and strategies into understandable, unified concepts.
Getting the right corporate branding for the message that you want to convey is definitely an art form. It’s a subtle combination of getting all the right elements to balance and exist in perfect harmony; type, graphics, colours, textures etc. It’s not a job that is easily done. Just take a look around you when you’re next driving through town or flicking through a magazine. Which logos or adverts look strong? And why? How could you do the same for your company?
There are many questions to ask. Creativei media asks the questions that give you the answers. With the right ‘corporate’ image the perception, could be that your ‘one-man-band’ is a multi-national trading company, or your multi-national food production company is a cottage industry. It’s all about giving your customers the right impression. Corporate branding is the practice of using a company’s name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word “Disney” in the name of many of its products; among many other examples are IBM, Pepsi, and Coca-Cola.
Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. A corporate branding strategy is generally only useful when the company is already well known with a very positive image in the target market.
A significant drawback to this strategy is that products may not be treated individually, which reduces the focus on the products’ unique characteristics. Another potential disadvantage of corporate branding is that the corporate name can become synonymous with a product category. Examples of this phenomenon are Kleenex and Tampax. Even purchasers of Charmin, a competitor to Kleenex, sometimes refer to the product as Kleenex. Although having such a dominant mind share is usually encouraged, the downside is that such genericised trademarks can lose their copyright protection.