Corporate branding can be a lethal weapon in the business world. Correctly used, the marketing benefits have the ability to skyrocket sales.
Branding is the technique of using ones company name as a product brand name. Disney and Apple are examples of corporations that use the company name in many of their products. However, consumers must not mistakenly assume branding is restricted to products or names. Branding may also be prevalent in such elements as logos, customer service, packaging design, online marketing, employee conduct, and a number of other components that the general public may be exposed to.
A company must also develop its branding to remain consistent with the mission of the company. When a business decides to re-brand, they need to determine if it is a product re-branding, or simply a cosmetic change.
Volvo in Latin literally means, “I roll” which was a fantastic branding technique as safety is the key feature marketed with the Volvo cars. A reinforced roll bar runs across the roof of the car to increase the safety of passengers if the car is ever hit and rolls. The roll bar reinforces the roof to deter buckling, therefore creating a safer environment for passengers in an accident. When a convertible car was introduced, that “roll bar” became an ineffective branding component in marketing.
Spiral Paper Tube & Core defines their company with product branding and customer service. Consumers are comforted to know that all kraft paper tubes and edge protectors are made with 100% recyclable paper, and will uphold the rigorous demands of virtually all shipping needs. Since its establishment in 1949, Spiral Paper Tube & Core has used quality paper, custom manufactured into various paper tubes and corner protectors, to accommodate the needs of each customer with cost effective options that can fit any budget.
Customer service has been the strongest branding component that has served this family owned and operated company for over 60 years.