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Corporate Branding: Why you need to match your Online Profile with your Offline Profile
Does image matter?
In the competitive world of corporate business the answer is a definite Yes! Having a strong and instantly recognisable identity shows the world a reliable company that is serious about itself and the way it conducts its business.
Effective corporate branding is much more than an advertising tool for attracting potential customers. It tells every member of your workforce that they are part of a unified team. It shows suppliers and competitors that yours is a company to be respected.
Think about all the places where someone could see your company’s name: websites, press articles, TV advertising, newsletters, company intranet, blogs, multimedia presentations, product brochures, business cards, social networking sites, administrative documents – the list goes on! And every one of these offers an opportunity to reinforce your corporate branding.
But does the profile projected by your company website exactly match that conveyed by your printed sales literature? If not, you could be sending inconsistent images of your company to those you most want to impress.
How to Ensure Streamlined Branding
When developing your corporate branding strategy it is essential to spread a streamlined message through all your internal and external communications, both online and offline. Your logos, colour schemes and corporate style need to be smoothly integrated into all your marketing and administrative systems. The best way to do this is to use the same designer for everything: web, online and offline material.
Brand Guidelines
Once your branding is complete and everything is ready to use, so as to prevent any inconsistencies where a variety of people are involved in using the branding, you should ask your designer to create a set of ‘brand guidelines’ for you that will be followed to the letter by everyone involved in your business. Any quality designer will be able to do this for you.
Intranet
To make it easier still for everyone to comply with your corporate branding, if you haven’t already got one, you should consider setting up a company intranet. This will allow you make available all the brand elements and guidelines for their use. You might want to adjust individual users’ rights so that nothing is released without approval.
Before you install an intranet, which is something your web designer will be able to help you with, you should also ensure that it can be easily expanded and upgraded as your company grows and changes.
Today’s rapidly changing technology is creating new publicity and advertising opportunities both on and off the Internet. To make the most of them, you need clear, strong corporate branding to enhance your company’s name – wherever it appears. And the best way to ensure consistency is to arrange for everything to come from one designer with capabilities in all of these areas.
For professional advice on corporate branding, both online and offline, contact Core Media Design.
Published on: Tuesday, 9th February 2010
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