sesh 2

Corporate Branding

• Corporate branding is about building a vision, which is a unique way of doing things that drives future brands.

Vision and Mission

• The purpose of building a vision is to have a clear direction and guidance.
• A corporate mission is a statement that defines the company's purpose and what it wants to achieve.

Brand Positioning

• The starting point to understand how the sector is configured from a brand strategy perspective is to analyze the competitive landscape.
• A key component of brand positioning is NOT having a unique value proposition.
• The purpose of a claim in brand positioning is to create a unique and ownable space in the market.

Brand Promise

• A brand promise is a commitment to deliver a specific experience or benefit to customers.
• The four requirements of a brand promise are relevance, uniqueness, believability, and deliverability.

Brand Purpose

• Brand purpose is the reason why a company exists, beyond making a profit.

Humanizing the Industry

• The company's goal in humanizing the industry is to create a connection with customers and make the industry more relatable.

Open Attitude

• The company's open attitude denotes a willingness to listen, learn, and adapt to changing circumstances.

Continuous Improvement

• The company's approach to continuous improvement is a commitment to always find ways to improve and innovate.

Consistency in Branding

• It is important to have a consistent claim for B2B brands with limited communication resources to ensure that the message is clear and consistent across all touchpoints.

Discover the Key Differential Values in Brand Strategy: Test your knowledge on how corporate values shape a brand's reputation and consumer perception in the market.