A GUIDE FOR COMMUNICATION LEADERS:
Corporate Brand
Effective brand management requires a rigorous enterprise brand system to ensure that every touchpoint and experience with your company authentically manifests its unique character.
This spans the entire experience spectrum, from what it means to “look and sound like” for your distinctive enterprise or institution, to how people in the organization “think and perform.”
Regardless of the sector, companies that invest more in intangibles grow more.
Download the Page CCO Corporate Brand Guide
This working guide expands on Page's The CCO as Pacesetter report, and more specifically the Progression Path on Corporate Brand. Some organizations also refer to this as the company brand.
The relevance of Corporate Brand largely depends on the brand portfolio strategy the company follows allowing the company to manage portfolio of brands in a coordinated way, such that they maximize returns and build equity in chosen markets and categories.
In a monolithic or branded house strategy, the company uses a single brand. In a house of brands strategy, the company uses multiple brands for marketing-communications towards its target groups. Many organizations use a combination of these strategies.
The full potential of a corporate brand can be maximized when the brand is applied beyond simply a company identifier. In the most ambitious scenario, the Pacesetter phase, the brand is an important driver of business transformation, long-term success, and behavior of the entire organization. This requires strong support from business leaders.
The Corporate Brand Professional
Understand where the company is in its brand journey and how it relates to long-term company ambitions. Often when coming into a new organization or taking on new brand responsibilities, there is a need to conduct an assessment to understand what brand assets exist, how the brand is understood across the organization, and to determine where the company is in its brand journey.
The Corporate Brand Pathfinder
Understanding brand touch points and experiences enables you to create targeted reputation management programs to help protect and insulate the brand. This requires a management system, an understanding of business processes, collaboration with relevant functional and business leaders across the enterprise, KPIs that are different from the previous stage.
The Corporate Brand Pacesetter
Fully integrated brands drive business decisions. Ask yourself these key questions:
- Are the brand, business strategy, reputation, and societal value all in alignment?
- Does a shifting business strategy or changing market dynamics necessitate a fresh look at brand framework and architecture?
- Do we need to reconsider brand due to organic and M&A growth?
- How do we get investors to understand better the value proposition or change how they value our business?
About Page
Page is a global membership organization that brings together the world’s leading communication executives to strengthen the enterprise leadership role of the chief communication officer (CCO). Our purpose is rooted in the belief that a strong Communication function results in enterprises that are more responsible, trustworthy and responsive to stakeholders, which in turn helps transform business for the better. Page has nearly 800 members in 25 countries, representing a multitude of industries, leading PR agencies, influential nonprofits and NGOs, and highly respected academicians. We are dedicated to advancing the leadership capabilities of the CCO and the communication profession through thought leadership, learning programs and networking experiences to connect the brightest industry minds to create a better future. For more information, please visit www.page.org.