Insights / 5 differences between corporate branding and product branding


5 differences between corporate branding and product branding

How strategic brand management can help you increase market awareness, drive consumer loyalty and make more sales.

Your brand is your company’s story and its messages. Told through what you say, what you do and what you look like. In today’s competitor-cluttered world, having targeted and meaningful branding is essential for success.

There are two areas you need to consider in order to gain cut-through and drive brand performance and awareness. Corporate branding and product branding.

overall messaging vs. narrow messaging

Corporate branding requires an overall message – a company-wide approach that highlights what a company stands for. In contrast, product branding calls for a narrow message – looking at a specific item or group of items.

With corporate branding, elements such as values, beliefs, ideals, goals and behaviour become the focus. Alternatively, in product branding, the product itself is key.

cross-sector branding

Well-positioned corporate brands can market themselves to a variety of sectors. Provided they have a range of products or services targeted to particular niches. This approach allows for growth across and within different sectors. The work we’ve done with Vero is a great example of this.

When it comes to marketing a specific product, you’ll be typically pitching to a given sector or vertical. So, it’s vital to determine exactly where you want it to sit in the marketplace.

duration of approach

Branding differences can also be seen in the duration of a branding approach. Corporate branding ideally remains stable over time. Giving consumers and stakeholders a point of familiarity. Product branding on the other hand, can be revised and refreshed as the market changes or the product develops.

Continuously chopping and changing your corporate brand identity can undermine your company’s standing. However, timely steps do need to be taken in order to maintain relevance. For example, a brand refresh to keep up with the market and reflect corporate evolution.

target audience

Corporate branding targets customers, stakeholders and shareholders. While product branding primarily targets end consumers.

Promoting a company brand involves different techniques to selling a product. This means separate strategies are required. In order to distinguish, identify and position your corporate brand. As well as its respective products in the market and minds of your audience.

corporate branding and its product influence role

Corporate branding is essential to creating and maintaining belief within your company. The message your company projects to staff is crucial for them to support and live the brand and its values. After all, everything communicates and employees at every level should be key advocates of your brand. Consistently communicating your brand values and voice.

Although consumers and products are where the final sales are, it is becoming ever more important. Consumers are savvier – and choose to align themselves with brands that reflect their own beliefs. This means that in order to be successful today, you need to have a strong, meaningful and trustworthy corporate brand under which your products are strategically aligned.

Gaining cut-through is becoming increasingly difficult in today’s saturated market. By knowing what makes you different, and using this information can help you to lead from the inside out, you can create authentic, on-brand experiences across your corporate and product platforms.

By doing this, you create a meaningful brand for your customers and employees allowing greater cut-through overall.



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