Corporate marketing refers to a marketing strategy that sells the company as a whole, rather than just one of its products. In particular, this involves creating the company’s corporate identity through its corporate design, corporate com...
Corporate marketing refers to a marketing strategy that sells the company as a whole, rather than just one of its products. In particular, this involves creating the company’s corporate identity through its corporate design, corporate communication, and corporate culture.
The aim of a corporate identity is to present a homogeneous appearance both internally and externally and convey the company’s philosophy.
How to recognize a strong corporate identity
If you want to be smart and strategic about how you position your company, then creating a consistent corporate identity is crucial. The first step toward this uniform perception, which underpins the concept as a whole, is to coordinate the company’s design, communication, and culture at an early stage.
If you want to create a truly unique corporate identity, you need to implement various measures across different areas.
Corporate design: First impressions count
However exceptional the product or service may be, if it isn’t presented in an attractive way to customers, it will negatively impact their enthusiasm and, in turn, your sales. If you want to not only get your customers interested but also leave a lasting and unforgettable impression, then an outstanding and distinctive corporate design that relates intuitively to your company is essential. This corporate design covers the visual identity of the company as a whole, including its:
office area and business facilities
staff work clothing
Along with making sure that people remember your company, a uniform corporate design makes you look more professional and can also positively influence the buying behavior of potential customers. If they have a clear and positive mental image of your company’s look and it is linked to the benefits of your product or service, that can definitely affect whether they decide to buy from you.
Corporate communication: Strengthening relationships, internally and externally
There are two parts to corporate communication: the verbal and non-verbal behavior of a company. The same is true for both internal communication and communication with customers and partners: if you are consistent in how you address people, you will be perceived as credible. In contrast, if you waver between formality and informality, it will quickly create an outward appearance of fickleness and unreliability. To present a credible corporate identity, the tone of your customer communications should always be the same, whether you are interacting with them on social media or by email.
Non-verbal communication – also referred to as corporate behavior – describes how staff conduct themselves internally and externally, and should reflect the company’s values, standards, and philosophy.
If staff incorporate all these aspects into how they communicate, it will carry over into how they deal with customers. If a company gives the outward appearance of being committed to equal opportunities and fairness, for example, even though inequality and lack of consideration are predominant internally, that divergence can create frustration and damage confidence and trust – from a customer perspective as well as among staff.
Corporate communication should therefore always follow clear, standardized rules – internally as well – in order to strengthen both the company’s credibility and employee motivation.
Corporate culture: Corporate philosophy as a flagship
What is the company’s core belief? Corporate culture encompasses its fundamental values, rules, and attitude, creating the foundation that underpins the corporate identity. When corporate philosophy is put into practice, it defines the collective ethical and moral tone and ensures that the individual areas of the company are aligned with each other.
Staff who support their employer’s values and who are also treated in accordance with those values have been shown to be more satisfied, and they also convey authenticity and confidence when interacting with customers. A positive corporate culture creates a supportive working atmosphere, which is also visible to external parties and therefore has a positive impact on the company’s success.
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