Corporate Branding is Not Just About What You See Part 2



Since perception stems from firsthand experience and/or experiences shared by others, the company runs the risk of having gaps with the desired values and culture to actual perceptions when (1) people within the company do not embrace the culture desired, and, (2) when third parties involved with certain legs of the operation do not embrace the values that you keep. Walk the talk.

In almost all corporate campaigns, you see images of warmth and dedicated service. Thus, even the most simple of tasks of ensuring that there is someone who would promptly take the calls within business hours; of perpetuating a friendly yet professional culture should be taken as serious matters of concern. Sad to say, there are prominent companies who are remiss on these. The quality of interaction speaks much about the company and is equated with the value of the brand. Ensure that the level of commitment by the company to provide excellent service is consistent with operations.

Internal inconsistencies happen when employees are under the impression that it is only the departments that directly deal with customers who are in need of orientation on mission-vision-values of the company. Imagine what if your company takes pride in excellent customer service yet your company does not pay your suppliers on time; yet, there are shady dealings by people in procurement and disbursement.  Non-acceptance of gifts is a policy that many companies observed to eliminate returning favors to suppliers. Policies have to be reviewed to ensure that there are no glitches that would seriously compromise the integrity of the company.

Inconsistencies may also be external i.e. when there are suppliers sub-contracted for operations. Among a few are call center agents, sales people, and distributors.  Ensure that they conform to company’s standards and policies.

There could be setbacks by non-front liners as well: Inferior or inconsistencies in quality of raw materials; need for frequent repairs due to substandard parts, et al. These can be avoided through strict measures.An excellent example is Walt Disney. As a company that values children, the company inspects the factories that manufacture their toys to ensure that child-labor is not being practiced.




  • Exert due diligence in screening and selecting suppliers.
  • Ensure proper orientation, internally and externally
  • Regular training  especially for frontliners
  • Periodic assessment for all departments and sub-contractors.

With the value attached to corporate branding, it takes commitment from all to safeguard its identity. While its name and icon are provided reverence, brand equity is the most valued intangible asset.  It appreciates over time through consistency in promise and delivery. Best pictures that should come to mind with corporate branding are those that show the company’s commitment to quality, earned trust and integrity.

Next time you see a swoosh, an apple, a red tin can and other familiar logos. Think of what these companies have stood for and continue to do so.


TalkShop, through its consultancy services and training programs, works extensively with international organizations and private firms to help them build their corporate brand through people empowerment, managerial competency building, and vision-mission adherence.  Give us a call at  (632) 894 5588  www.talkshop.ph



Posted by TalkShop
Sheila Viesca, TalkShop CEO and Director of Communication, took up Bachelor of Arts in Literature, pursued Master's degrees in Entrepreneurship and Economics, and completed her Doctorate in Applied Cosmic Anthropology. She designed the Philippines' Language Competency Benchmark for the Department of Education and pioneered Integrated Language Teaching (ILT) in workshop designs and corporate communication training. You can follow her on Facebook, Youtube, Twitter, LinkedIN


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