Corporate Identity Branding

Corporate Identity Branding Not Easy As It Used To Be

When it comes to choosing a Corporate Identity Branding service, your corporation - whether large or small - faces several challenges. Among these is the art and science of creating and maintaining a brand image powerful and unique enough to set your firm above the tumult in the minds of your customer's and prospects. As you may have discovered, being unique is simply not enough in today's competitive economy, and what used to pass for competent Corporate Identity Branding is no longer sufficient to the task.

A story from the annals of early twentieth century beer marketing should suffice to illustrate this point.

Prior to 1950 there were literally hundreds of breweries marketing beer to thirsty Americans, and Schlitz - although quite large - was only one in a sea of competitors. Looking for a way to effectively market and differentiate their product, they hired unassuming adman Claude Hopkins. While touring the brewery and watching Schlitz beer being brewed, Hopkins noticed several things going on, including massive and expensive filters that received twice-daily cleanings, spotless glass rooms in which the brew was being dripped over pipes to cool free from impurities, and four separate bottle sterilizations. He was also shown 4,000 foot deep artesian wells which produced the sparkling pure water used to brew Schlitz.

Following the tour, Hopkins gathered together the heads of the brewery and asked them, "Why aren't you telling your customers about these things?"

"Because every single brewery in the U.S. brews their beer this way," came the reply.

"But those other breweries have never told this story to their customers," said Hopkins.

The rest is beer marketing history, as Schlitz went on to fill it's advertisements with details about why it's beer was so pure, and how the manufacturing process helped to deliver that clean, fresh Schlitz experience, using phrases such as, "Schlitz Beer Bottles - Washed With Live Steam." This campaign took Schlitz from fifth to first among U.S breweries.

Now, it's clear that Hopkins was a marketing genius, but really, all he did was observe what Schlitz was doing, and then tell people about it. Unfortunately, it's not so easy anymore, because so many corporations are telling so many stories that it's become increasingly difficult to stand out. After all, haven't you noticed that almost all major breweries are now marketing their product with phrases like "cold filtered" or "aged in the bottle"? A Corporate Identity Branding service needs to have many skill sets so that it can truly analyze the client's strengths on all levels, and then apply creativity and strategic thinking to tell the story in a fresh way that customers and prospects will respond positively to.

Obviously this isn't easy, but it is possible; and it is extremely rewarding when it happens, just as it was in Hopkin's day.

Beginning with you, the client corporation, The Corporate Business Experience will observe and analyze who you are as a corporation, asking the right kinds of questions to discover your USP, or Unique Selling Proposition. At the core, this is exactly what Hopkins did for Schlitz. He opened his eyes, and his heart, and took a look, a real look, at how Schlitz put their heart and soul into every bottle of beer they brewed, so that the drinker's experience would be the very best it could be. So, what we want to know about you, before we create a name, a logo, or anything else for you, is what do you do every day so often that it's become automatic (and you have maybe even forgotten about!) that creates an awesome experience for your clients or customers? That's what we look to discover about your corporation and your people. Upon discovering it, we find creative and unique ways to tell your customers about it through the Corporate Identity Branding process.

Included in this process, and integral to it, are state-of-the-art graphic design, psychology, nameology, taglines and slogans, and of course foundational branding. We begin by creating an exceptional corporate name for your firm, maximizing the power and impact that your name has on visual, auditory, and subliminal levels. We stop at nothing short of a corporate name that your customers and prospects will be aware of on a conscious and subconscious level for years to come. At no part of the process will you feel that your corporate philosophy has been left out. Excellent communication and ongoing feedback are crucial to successful branding.

You can learn more about this process at The Corporate Business Experience, but if you like what you have read so far, and believe your firm could benefit from our Corporate Identity Branding, please contact us today!

Filed under: Corporate Identity Branding