The Corporate Branding Triangle
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Business > Business Coaching
Nov 30, 1999
The Corporate Branding Triangle
Starting out a new business can be a daunting task, especially for people who are neophytes and dont have any knowledge in the ins and outs of business. If you are thinking about putting up a company or introducing a new product, you would soon realize that having a perfectly good product is simply not enough to survive in business. Developing a strong corporate brand is equally important in order to penetrate in a highly competitive industry. Creating a brand name can be a very painstaking, understandably so since the brand would be primary identity of the company during its entire operation. Before you start brainstorming and conceptualizing, first you have to understand the full concept of the corporate branding triangle. Taking time to be acquainted with the basic principles of the corporate branding triangle would certainly help in developing a powerful corporate brand. Similar to a triangle model, the corporate branding triangle has three important points. Since the corporate brand will certainly be the first important impact on consumers, it should be given a certain degree of value. So here are the three important points that make up the corporate branding triangle framework: Brand Outside This generally gives stress to the companys relationship outside the organization, particularly to the consumers. To be able to achieve a strong corporate brand, consumers should be aware of the existence of a product or service in the market. Advertising plays a very big role in helping companys develop a high rating on consumers brand recall. It you are introducing a new brand in the market, it is important that people would know what it is, who can use the product, how to use it, and where they can buy it. Brand Inside There are several companies who dont invest time to orient their people thoroughly on their products and services, especially those who are not in the marketing and sales department. This is quite an important aspect that should not be overlooked since how would your people sell their products effectively, if they dont even believe in it? It is important that they do not only trust in the brand, they should use it in order to create conviction. Remember, your employees should be the primary endorsers of the companys product or service. Brand Leadership Since the top executives of the company are mostly the ones who are responsible in making important decisions with regards to the products and services they are selling, it should be given great importance. While the other to points discussed in the preceding paragraphs are located at the base of the triangle, the brand leadership is at the very topmost part. This means that executives and their own interaction with the brand are important in building an influential corporate brand. Every decision made in the boardroom should be in line with the best interest of the brand and not just solely on making a good profit.
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