Product brands used to be the focus of attention for multi-brand companies, but the role of the corporate brand has become more and more important over the years, as CEOs and boards have realised the enormous value a strong corporate brand can deliver.

Standing out in a crowded marketplace is a business requirement for increased sales, profits and success. A basic tenant of marketing is the establishment of a brand identity for products and services.

There are certain big name businesses that have become household names over the years, from Sir Richard Branson’s Virgin group through to sportswear giant Nike. One of the key reasons why companies like this trip off the tongue and are so well known is because of their strong branding.

It doesn’t matter if your company operates on an international, national, regional, state, city, or neighborhood level; no matter the size, you have a brand. It really doesn’t matter if you have invested millions or nothing at all in your brand, it still exists.

Corporate branding holds an important place in marketing, for both small and large companies. A successful corporate brand is defined by the company’s mission, values, and objectives. The purpose of adopting a corporate brand is to have a unique and consistent look and feel across every medium.

Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services.