Marketing is the key to developing a successful brand. To ensure the continuing popularity of your product or service it is necessary to establish a strong and loyal client base. One of the most effective ways of creating that public consciousness is to market your corporate identity creating a strong dynamic in which the corporate name and product are intellectually synonymous and instantly identifiable.

This type of marketing is known as corporate branding. It is a strategy that has helped to firmly entrench a number of corporations and their products into the public consciousness. The association of the product with the corporate identity is so strong that most consumers and even industry insiders do not realize they are referring to the corporation title when they talk about the product.

Skidoo, Kleenex and Tampax are just a small sampling of companies that have established a very successful corporate branding strategy. It is common knowledge that a Skidoo is a snowmobile, Kleenex is facial tissue and that Tampax is a tampon but in the consciousness and language of the marketplace, these brand monikers have taken the place of the actual names of these products.

The beauty of a successful corporate branding campaign is that once established for one product, it can extend its influence over the expanding company catalogue. The buying public, confident with the quality of your original service or product, will extend that confidence to your additional product lines. The design of your company logo, made familiar through that original marketing campaign, will be a welcome and familiar sign already established in the consumer consciousness. That logo represents a unified brand presence in the marketplace and as such is an extremely efficient and effective way to stay in the forefront of consumer awareness.

Corporate branding can work in all areas of advertising media. A qualified and creative marketing campaign designer will find ways to create a presence in the marketplace that encompasses all those mediums. The distinctive and easily recognizable corporate logo is a given. In addition, this type of marketing approach can include audio and visual themes to consolidate the unified brand presence. Spokespersons, thematic advertising or mascots have all been used to strengthen an industry position. The Disney Corporation has effectively used this marketing practice to sell everything from boat cruises to films. The Disney name and corporate image is associated indelibly in the public mind as the quintessential provider of all that encompasses childhood dreams and fantasies. The savvy and directed design of the Disney marketing strategy has created a permanent place in our contemporary culture. This type of corporate branding is so successful because it feeds off itself and is perpetuated by society as a whole.

The practice of running a unified brand marketing strategy will provide significant savings in the area of advertising overhead. The campaign design is targeting at selling an entire catalogue of product under the brand name reducing the need for extensive individual product marketing. The public is in reality paying for the reputation of the established corporation. When they make a purchase, based on the strength of their familiarity and belief in that corporate image, they are more likely to move out into the extended company catalogue. This is exactly why corporate branding is such a great facilitator of expanding customer bases and increased profitability.

Andrei is a Toronto based SEO Consultant and Veteran Designer with Dreiden Business Solutions

Article Source: ArticlesBase.com - Corporate Branding