For which companies is company branding important?

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tasmih1234
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Joined: Sat Dec 28, 2024 6:36 am

For which companies is company branding important?

Post by tasmih1234 »

Before you start getting excited about using corporate branding for your company right away, we want to explain what kind of companies company branding is relevant to.

Corporate branding has value for larger companies with multiple products and/or services.

For small businesses, the owner is often the brand. The owner often has personal contact with customers and potential new customers. Even in other communications, such as in the media, the owner will often be the signboard. For small businesses, this can work fine because the owner is in control of the company's image to the outside world.

For larger companies, however, this does not work because there are too many touch points with stakeholders for the owner (or manager) to control himself. Therefore, there is a risk that the outside thailand mobile numbers list world may have an image of your company that is not desired. This can detract from your brand resulting in a negative impact for your company and goals. By engaging in corporate branding, you build a strong corporate brand that is supported by the entire organization. In doing so, you also control the image the outside world has of your brand.

Corporate branding examples
There are countless international companies that are successful with corporate branding, but there are also very good examples closer to home.

Coolblue. Thanks in part to well-designed corporate branding, about which more later, Coolblue managed to grow within 15 years into one of the largest e-commerce companies in the Netherlands and Belgium.
Heineken. This Dutch beer brand grew into one of the largest beer brewers in the world through successful marketing. In a changing beer market and because of changing perceptions about alcohol, Heineken regularly scrutinizes its corporate branding and then successfully adapts it. Still, it doesn't always go well, as with a poster campaign in 2023. So you see, even big companies sometimes get it wrong.
Another company that has adapted its corporate branding strategy due to technological changes is the bank ING. In 2020, it launched the new strategy with the global tagline "do your thing."
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