Corporate Branding is not Just About What You See Part 1


When one is asked about corporate brandinghis definition would initially be along the line of “elements that identify a company”.While there are brand disciplines to consider to ensure that corporate branding is kept almost sacred, limiting corporate branding to being just a name, a slogan, or a logo undermines what it is all about.


Corporate branding is more than just the imprints that you see. The real iconic elements should stand for value,not just for its customers, but for various stakeholders (i.e. employees, investors, government, communities). This value perception is earned through experiences, perceptions, and impressions formed over time






You may be astounded by the literal value of successful brands in the market. To name a few, as cited by Forbes Magazine:  Coca-Cola is valued at $ 585B; Apple at $ 154.1 B; Toyota at $ 42.1 B. And the list goes on and on.










From the moment of inception, a company has to be clear about its mission and vision. This is the DNA that will define the existence of the company. Just what will the company stand for? What will it offer that is of significance to the market? It is vital that you know who you are, who you are for, what you are there for. The rest will be defined accordingly….The growth plans, the products and services to offer, the strategies and tactics, key programs, et al

You may liken corporate branding to a person with a distinct personality and identifiable lineage. To achieve these, there has to be a well-crafted

Mission-Vision Statement. It has to be clear, own-able and easy to understand. It helps identify the core competence for which a company is to be known for. Mercedez Benz, for instance, is a premium brand that values safety. It will utilize its resources (R&D) in developing products and services along the lines of safety. It will most likely not digress; it shall never be about means and ways of making affordable transportation.

Even non-profit organizations should have a clear Mission and Vision Statement. Did you know that Salesians of Don Bosco sold Amicci to Jollibee group despite earning a reputation for good Italian food because Amicci does not conform to the thrust of the Salesians? (The Salesian focus is centered on caring for the young and the marginalized.)



Corporate branding requires coherence in management’s vision. It should be reflected in the corporate culture and general public perception.

It is imperative for a company to strive for (1) consistency via an almost seamless cascade of its mission-vision- values from topmost level to lowest entry level; (2) consistency in the culture it espouses; (3) consistency in its dealings, both internally and to externally.

To illustrate, imagine a company promoting quality and affordable nutrition. It sees itself as an advocate of good health. What could be the policies it will observe? To name a few, you would perhaps say: proper waste management, strictly “no smoking” policy in the office, extending marketing programs for good health not only to customers, but to its employees, having CSR program for malnourished kids.

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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