Corporate Branding 101: Complete Guide

1. What is Corporate Branding?

2. How to Develop a Strong Corporate Brand

3. Corporate Rebranding

4. Corporate Identity: What is It and Why is It Important?

5. Building Brand Awareness

6. Monitor and Measure Brand Activity

7. Tools for Building a Corporate Brand

Useful tools:
1. Newoldstamp - Email signature marketing
2. Mailchimp - Email builder and sender
3. Hubspot Email Marketing - Marketing automation platform
4. MailerLite - Landing page builder
5. Canva - Online tool for making designs

When deciding what brands they like and support, 88% of consumers name authenticity a crucial factor. And for 66% of consumers, transparency is one of the most attractive qualities a brand could have.

But unfortunately, many organizations still struggle with successful corporate branding, failing to develop a brand that encompasses the necessary vision, goals, and mission that can act as a foundation for everything the company does.

The result? Underwhelming brands that don't represent anything meaningful and fail to generate interest.

The good news is that no matter how big a company might be, it's still possible to have an impactful brand that your best customers will want to associate with. In this guide, let's explore how to develop a corporate branding strategy for your business.

What is Corporate Branding?

Corporate branding is a broad term that encompasses marketing, advertising, and other efforts a company uses to promote the brand name and its elements.

A brand's primary purpose is to help a company showcase its mission and differentiate from others in the market. Corporate branding involves finding your business’s personality that represents your company’s values and aligns with your audience's needs.

The goals of corporate branding include:

Standing out in your market and being different from competitors;
Helping your marketing, sales, and publicity efforts by strengthening the message;
Forming associations with values and qualities you want your company to represent;
Boosting brand loyalty by developing business branding ideas that your audience relates to;
Becoming a leader in a segment of your market.

Corporate Branding vs. Product Branding

Distinguishing between different branding efforts can be challenging. At first glance, any identity your company creates can be placed under the umbrella of the corporate branding definition. But in reality, there are sub-types of branding used to achieve different goals, which is why it's essential to clearly understand how they can differ. These types include but are not limited to: personal branding, product branding, service branding, co-branding and corporate branding.

One of the most important distinctions you should be aware of is between corporate branding and product branding.

Corporate branding is usually broader, encompassing everything about your company, including its visuals, voice, and values. Corporate branding extends for a longer period and is much more consistent, changing only gradually and for important reasons.

Meanwhile, your product brand represents all the branding visuals and other elements used for specific products. These can be fairly distinct and differ from product to product. But in the end, they have a much more narrow purpose and shouldn't overshadow your corporate brand and its image.

Importance of Corporate Branding

Developing a strong brand can be one of the biggest drivers of success and growth for a business. Through corporate identity design, a company can become more than just a provider of commodities; it can build value through the qualities and ideas that the brand encompasses.

After all, the only reason someone would buy from a faceless corporate entity over someone else is price. At any point, a competitor could undercut the price and lure away most buyers. And a competitor with a strong brand might not even have to sell the products for less and could offer additional value beyond the products themselves, such as a reputation, better customer service, and other aspects associated with a strong brand.

Having a strong corporate brand creates a more personal corporate image, turning a faceless entity into a collection of people working to realize a vision, achieve goals, and provide the best solutions for their clients. Effective corporate branding can help your company become more appealing to your best costumes, showing a human side that's crucial when building relationships and establishing trust that leads to sales.

At the same time, having a well-developed brand comes with a distinct verbal and visual vocabulary you can use across your digital assets and communications. Instead of having to lead just with your products and prices, you can showcase those brand elements to separate yourself from the competition, eventually building instant recognition in your industry, which will make selling much easier.

Advantages of Corporate Branding

The effort put into developing a brand is definitely worth it. It comes with a range of huge benefits for your business that extend into all aspects of your organization, relationships with your customers, and growth opportunities.

Here are just a few of the advantages corporate branding can offer:

Broader Reach. When you have a strong brand management, it helps to not only engage your current customers but attract new ones as well. If your brand has strong values, distinct visuals, and an enticing message, the right types of customers will be naturally drawn to it, making reaching new segments of your audience a much more organic process.
Find Your Best Customers. A brand doesn't just help you reach more people. It's also an opportunity to create a corporate image that attracts the customers who'll benefit from your product or service the most. Being the best option for the people your corporate brand attracts plays a big role in the results you can achieve.
Promotes Loyalty. Promoting customer loyalty is one of the most critical aspects of building a successful business. A corporate brand your audience likes and responds to will help nurture long-lasting relationships with your customers based on trust, shared values, and positive experiences.
Value Beyond Your Products. As mentioned before, you want your company to be more than just the products and services you're selling. And by having a recognizable brand your audience responds to, you will have an easier time making the sale, even if you're charging premium prices.

Elements of Corporate Branding

To develop a successful and comprehensive brand for your business, you must be aware of the different elements that go into creating it. These elements include:

Logo (for starters, you can use a online logo maker to create one)
Color palette
Brand voice
Typography
Design elements
Brand imagery

The critical point to remember is that all these elements must complement each other and be part of a cohesive corporate brand design.

How to Develop a Strong Corporate Brand

Going through a corporate branding service is always an option to help you create a brand image if your team is looking for an additional set of hands. However, corporate branding services are not the only route to develop strong branding. Even though developing a successful brand can seem complicated, there are actionable steps you can take to make the process much more manageable, even if you're starting from scratch.

Let's go over the steps you should consider to understand your market landscape, what your company represents, and the people you want to reach.

Develop Your Company's Goals, Vision, and Mission

The first step in building a strong corporate brand that you can build upon is figuring out what you want your company to represent. Every successful company is founded on ideas encompassing its goals, mission, and vision for a better future.

Think about what your company should represent and what makes it distinct from everyone else. An excellent place to begin this process is to write a mission statement that briefly describes what you aim to achieve.

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How to Write an Effective Mission Statement?

A mission statement is a short description of why a company exists. It serves both as a way for potential customers to instantly understand what your company is about and as an internal guide on the core values and goals the company should always work towards.

An effective mission statement should encompass a clear description of what your organization does, how it does it, and why it does what it does. In other words, it's not just about the primary goals and activities of the company but also about the purpose behind those goals and the way the company wants to achieve them.

This way of looking at an organization's purpose was popularized by Simon Sineks' Golden Circle model, which argues that every organization should have a What, How, and Why behind everything it does. Then, you should use effective communication strategies to ensure that these values are consistent throughout your interactions with your audience.

Research Competitor Brands Within Your Industry

Your brand does not exist in a vacuum. Whether you acknowledge it or not, it coexists with other players in your market, each emphasizing its own values and USP. And that means your audience will also evaluate your brand according to how it compares to others, which makes understanding what your industry competitors are doing a crucial part of corporate branding.

The good news is that competition research is not only helpful in making sure that you bring something new to the table but can also allow you to find new opportunities for your business.

Performing competitor research can also help you validate product ideas before sinking money and time into the project. For example, you may discover the market is already saturated, that your product needs additional features to be competitive, or that there isn't a viable market for selling the product in the first place.

How to Research Competitors to Position Your Brand

To perform a comprehensive competitor analysis, you will first need to identify the companies in your market. Compile a complete list of competitors you will likely go up against when selling similar products and catering to the same audience.

Group the brands you find according to their position in the market, different segments of your audience, and the types of products they sell. You should also consider indirect competitors that have some overlap with your brand, which will give you ideas on the positioning.

When analyzing brands, ask questions about who they are, what they represent, what types of products they offer, what makes their products different, and who are the ideal customers they're trying to reach.

Then, list each competitor's strengths and weaknesses, comparing them with your brand and looking for the best ways to position your corporate brand against them.

Even though the competitor brand analysis should begin as an external exercise, the ultimate goal is to collect information that can 1) help you answer specific questions about your branding strategy and 2) help identify branding possibilities that show the most promise and make the most sense in your current situation.

Brand Audit

Before you can improve and build upon your current brand, you must clearly understand your current situation. And that involves not just analyzing your core brand elements yourself but also asking your audience to share their opinions and suggestions.

A brand audit is a proven process for getting to the very heart of your brand and seeing the overall picture of your current corporate branding strategy. It involves internal branding, such as your values, external branding, like your messaging and visuals, and the overall customer experience that your brand creates.

To begin your brand audit, establish what you want to learn and what aspects of your brand you want to evaluate. Otherwise, gaining constructive insights will be very difficult as the process will lack direction.

Then, look over the external marketing efforts relating to your brand. This includes everything your company publishes and promotes, such as logos, brochures, infographics, ads, packaging, and more. You should also review your digital assets, going through your website, social media platforms, and blog to see how your brand is represented.

Once you have a basic picture of your brand, it's time to ask for feedback to get a more comprehensive and objective evaluation. You can organize interviews and surveys to evaluate how your customers perceive your brand and what they associate it with. Getting feedback from your audience will make your value propositions much more impactful, as you'll be able to use voice-of-customer research to center your brand around the things your ideal customers prioritize the most.

It can also be very helpful to do the same within your company, asking employees to describe the company's brand, mission, and their role in contributing to and communicating the brand's purpose. These employee insights can not only help discover how your brand is seen but also reveal if your employees have a good understanding of what your current marketing goal aims to accomplish.

Finally, identify the audit's key findings and devise a plan for how you will address the issues you found. You'll also need to identify the key metrics to measure progress.

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Research Your Target Audience

The success of your corporate branding efforts will come down to how well you're able to cater to the needs and preferences of your audience. At the same time, the brand you have will ultimately decide what types of people you can attract.

But what is a target audience, anyway?

Your target audience is a group of consumers most likely to be interested in your brand, products, and services. There are many demographics and psychographics that can be used to identify a specific audience. In terms of demographics, these can include age, gender, location, and many other factors. Psychographics cover your audience's psychological traits, including their values, goals, interests, and lifestyle.

Combining demographics and psychographics will allow you to get a complete picture of the types of people who typically buy from you and become your best customers. It will also enable you to identify the corporate branding elements that are the most likely to resonate with your best buyers, aligning with their habits, social status, values, and everything else.

When researching your target audience, you will eventually be able to flesh out a buyer persona that includes not just the demographics and psychographics but also their unique characteristics as buyers. You'll be able to identify the unique needs and goals of the buyer, allowing you to develop a brand that instills confidence that you can help them.

Define Your Brand Voice and Messaging

Even though the visual side of branding is easier to distinguish and recognize, the leading brands make the distinct brand voice even more recognizable than their logo. This voice can shine through all communications with customers across different channels, creating a more human brand perception that customers love and want to associate with.

But how can you find your distinct brand voice?

Start by performing a comprehensive analysis of your current content. Look through your articles, videos, and emails, and identify common traits that you feel represent who you are as a company.

Then, come up with a succinct description that encompasses your core brand voice idea and create guidelines that everyone on your team can use when writing communications. For best results, continually revisit your brand voice and look for ways to improve it.

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Brand Awareness & Personality

One of the main reasons why you need to prioritize developing a strong brand personality is that it's crucial for boosting brand awareness. You need to have a memorable brand voice that your audience can recognize if you want them to remember you.

By injecting personality into your messaging and creating a consistent brand voice, you can connect with your prospects, leads, subscribers, and customers. They will know it's your message without even having to see the brand visuals.

Brand Story and Messaging

A strong brand voice is not just the words you use or the interactions you have. It's also the story behind your company and its values. And that story needs to be continually reestablished in your communications.

For example, you can increase brand awareness with email marketing by including elements of your brand's story in your email sequences and making the values, ideas, and history your brand represents an integral part of your communications. By showcasing a unique brand personality in your email campaigns, you can create more consistency in your branding, avoid sounding too generic or corporate, and add a personal touch to your communications that subscribers are sure to appreciate.

Create a Visual Identity

The internet today is driven by strong visuals that capture people's attention. And that's why any brand that wants to stand out needs to have a well-defined visual identity that it can use throughout its messaging.

Strong visuals will also help boost your brand's visibility, giving your audience an instantly-recognizable sign that it's a message from your brand and that they should be interested.

But what types of visual brand elements should you create?

Here are the best corporate branding examples to implement:

Logo
Color scheme
Typography
Iconography
Photography/image style
Web elements
Visual elements

These elements must work together to create a strong brand image. You need to create visuals that will appeal to your audience, reflect your company’s mission, and evoke emotions that will create a desire for your company’s products and services.

Establish Your Corporate Branding Guidelines

The work you put into developing your corporate branding strategy will only matter if you can maintain consistency in your communications. And that requires every person in your company to understand what your brand is, how it looks, and how they should represent it.

For that to happen, you need to establish your corporate branding guidelines that everyone on your team can refer to, utilizing not just the visual elements such as colors, the logo, or typography but also the right voice and points of emphasis.

And that's where a brand style guide will be incredibly useful.

It's basically a rulebook that provides easy-to-understand information about how to use the brand logo, fonts, colors, photos, language, and every other part of your brand identity. It can be an invaluable resource for your team as they write emails, articles, social media posts, or almost anything else your audience sees.

But how can you create an effective brand style guide?

Well, the best brand style guides convey the essential points concisely and clearly. You want your employees to quickly grasp the main ideas behind your brand, so having a long document simply isn't going to be practical.

Instead, use a lot of visuals to illustrate what your brand is, including examples of ads, emails, social media posts, and anything else that could be used as inspiration.

Then, identify and define the qualities of every essential branding element, including the logo, colors, typography, images, brand story, and brand voice.

Finally, consider whether your brand style guidelines need to cover other elements specific to your business. For example, if you're a business selling physical products, that may mean adding instructions on the packaging. And if you use many images and other visuals, the style guidelines might benefit from a more in-depth review of how to format and choose them to maintain consistency.

Corporate Rebranding

If you're trying to learn more about how to get corporate branding right, something is probably not working as you'd like with your current brand. And if that's the case, you may need to do more than a few tweaks and consider going through an entire corporate rebranding of your business.

You might need a rebrand if you're merging with another brand or being acquired by another company. Or perhaps your brand has become associated with a negative experience, making it hard to compete in your market.

Whatever the reason for rebranding, the process should begin with identifying the goals you want to achieve.

You may discover you don't need a complete rebrand and can change just some aspects of your brand to better align with your goals, audience, and company vision. Other times, a complete overhaul might be better, allowing you to reevaluate the opportunities for positioning your brand in your industry.

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Here are the steps you should take when creating a rebranding strategy:

Research. Changing your corporate brand image is a huge step that will have deciding consequences for your business. Therefore, you want to have an in-depth understanding of your audience, competition, and the opportunities in your market to develop ideas about the direction the company should take.
Identify Your Core Value Proposition. A vital part of any brand is the value proposition. Look at your current value proposition and brainstorm ideas for making it stronger or more aligned with the customers you want to attract and the problems you want to solve for them.
Create a Team. Because rebranding is a complex task, you want to have the right people on your team. Assign the critical roles for rebranding, including a rebranding head, a marketing specialist, a designer, and a customer success team, to name a few of the key responsibilities.
Inform Your Customers. Once you're ready to launch your new brand, you will want to inform as many people in your audience as possible. Use social media platforms, press releases, and email to get the news out and get people used to your new image. Make sure you also incorporate your new brand into your email communications.

Corporate Identity: What is It and Why is It Important?

Corporate identity defines the way that a company presents itself to its audience. It encompasses the impression that a business makes on its customers, prospects, leads, and everyone else through communications, actions, and visuals.

It helps you identify the things that set your company apart from others, giving you ideas for what your company should project and represent. Unlike a brand identity, a corporate identity is much broader. It includes company culture, internal communications, corporate design, company value, and more.

Meanwhile, brand identity is a narrower term used to describe the external and customer-focused element that a company uses to cultivate a positive image in the eyes of its audience.

Since corporate identity is a much broader term, it encompasses various aspects of a company. These elements include:

Corporate Communication. Corporate communications are all communications that a company has, both internally and externally. They can be addressed to employees, stakeholders, customers, prospects, partners, and anyone else. They all contribute to the overall corporate identity because people will use them to judge what the company stands for.
Corporate Behavior. With corporate reputation becoming more crucial than ever, your organization's behavior will play a significant role in how your brand is perceived. You need to develop effective legal rules, codes of conduct, and emphasize your social responsibility, enabling it to shine through your messaging.
Corporate Design. When you establish your corporate brand and its behaviors, you will want to showcase that brand using strong visuals and language. And that's where corporate design comes into play, allowing you to highlight what your brand is about and make the corporate branding you developed clearly visible and distinct. An excellent example of corporate design is implementing branding elements into your emails by including your logo, branded visuals, and brand voice in all your email communications.

Building Brand Awareness

A strong corporate brand will only matter if you get people to recognize and understand it. But for many organizations, pinning down the right brand awareness metrics can be tricky.

But there are strategies you can use to build your brand awareness, especially once you understand that the biggest platform for creating a unique brand experience you can showcase is your website.

Website User Experience

For most people, the first interaction with your brand will likely happen through ads, content, social media, or word-of-mouth. But the biggest factor in how they perceive your brand will usually be their first experience on your website.

That's when they truly become "aware" of what your brand represents, how it feels, and what it can help them achieve.

To build brand awareness through your website user experience, you need to implement the key corporate branding elements discussed above into your website and then measure the key factors you want to improve.

Here's how:

Set up KPIs for measuring engagement, which indicates whether your site's visitors are responding to your brand. You can measure page views, impressions, CTR, and bounce rate to better understand your site's performance.
Split test different corporate branding design elements to see what works better and generates a stronger response.
Focus on the brand voice and copy of your website pages. You need your website to immediately tell what your brand does, why it should be trusted, and how you can solve the problems your target customers face.

Digital Brand Strategy

With more than $5 billion active internet users worldwide, it's easy to see why getting in front of digital audiences is the fastest way to establish a corporate brand identity. And that's why you need to develop a strong digital brand strategy that encompasses not just your brand but also the context it will appear in.

A digital brand strategy must effectively communicate your brand's core identity and values to audiences online, showcasing why your brand is the right option for them and building trust that turns into loyalty.

But what makes up a digital brand strategy?

Many aspects play a vital role in a comprehensive digital brand strategy, but they come down to nine essential elements that should be included:

Brand Purpose. The purpose behind your brand will be a crucial part of connecting with your best customers. You need to have a purpose beyond making sales and growing your business, something that encapsulates the key idea your brand was founded on.
Brand Vision. Another vital component of branding is your vision. As the name implies, it represents the vision your corporate brand has about how you will realize the core purpose that the company established. Make sure your corporate branding reflects these ideas to serve the future of the company.
Brand Values. Every business needs values that you can use to create your company culture and establish goals. It's also essential in developing brand consistency in your company's communications, actions, and philosophies.
Target Audience. Your brand doesn't exist in a vacuum. And that means that you need to consider how your brand will reflect on your audience's values, the problems they're trying to solve, and their preferences.
Market Analysis. A great way to quickly find branding opportunities is to perform a market analysis. You can spot ways to differentiate yourself from others and stand out. And that will make attracting the right customers much easier.
Build Awareness. The only way your brand will matter is if you can showcase it in front of your target market. And that's why you need to figure out which online marketing strategies can help you build awareness around your brand and get people to notice you.
Brand Personality. People don't want to hear from a faceless corporation. They want to interact with a brand with a personality and character they can relate to. Consider ways to give a face to your brand marketing. Your brand’s personality should feel authentic and help establish real connections with your audience through all your communications.
Brand Voice. Different markets and audiences require different brand voice tones. The words you use matter, as does how you communicate. Find out what your audience prefers by analyzing how they communicate.
Brand Tagline. Once you have figured out all the brand strategy elements above, you can distill them into a single memorable sentence that will tell what your brand is about in just a few impactful words.

SEO & Content Marketing

Good SEO practices can help improve your visibility online and create positive associations around who you are, what you do, and how you can help people in your target audience. With the right SEO strategy for your company, you can find the keywords that match your brand and get in front of thousands of prospects who are primed to be interested in your brand and what you offer.

Meanwhile, content marketing can help provide value and engage your audience, building authority and trust for your brand. You can use a few simple tricks when sending content emails to subscribers, which will help you figure out what they want, showcase your brand elements, and provide a more personalized experience.

Social Media Marketing

Social media is the perfect tool for engaging your audience, showcasing what your brand is about, and getting valuable feedback about how your corporate brand strategy is performing.

Whether you're building real estate social media marketing campaigns or want to boost your visibility on Instagram, there are countless opportunities to create relevant and engaging content that your audience will love.

Email Marketing

Corporate email remains one of the primary marketing channels for most companies today. And that's why creating an effective email marketing strategy is integral to corporate branding. You need to create personalized and behavior-based emails that get people closer to a buying decision while also familiarizing them with what your brand is about.

However, when building brand awareness and strengthening relationships through email, you must avoid some of the most common email marketing mistakes, including emailing too often, creating boring subject lines, and straying from the branding voice.

But before you can send branding emails to your list, you first need a way to capture leads.

Opt-In Forms on the Website

Opt-in forms remain the most effective method for capturing the email addresses of targeted leads interested in your products.

There are many types of opt-in forms, including bar forms, exit-intent forms, popup forms, and a few others. However, while you can display an opt-in form in many different ways, the main driver of success will always be the offer that entices people to subscribe.

You need to offer something relevant and valuable that your ideal customers need. It can be a report on a helpful topic, a content upgrade that expands on the article they've just read, or even a promise to send them a high-value regular newsletter.

Email Campaigns

Once you have people on your list, the next step is to figure out how to create email campaigns that your audience will respond to. And the best place to start is to identify your email campaign goals.

For example, if you want to boost sales for the holidays, you could create an email sequence around a lucrative offer that's only available for a limited time. To maximize your reach, you could also turn your email signature into a CTA and promote your message with every email your team sends.

Email Signature Marketing

There are countless reasons to use email signatures as part of your corporate branding strategy. With the help of email signatures, you can ensure that the essential business information is conveyed in every email you send out, which can include branding elements, your best offers, and different ways people can reach you.

To run a successful email signature marketing campaign, start by figuring out what you want the signatures to help you achieve. Then, include the information you need in a way that draws attention and is easy to understand. To follow the best practices of email signature marketing, learn how to create more personalized and relevant email signatures for different company divisions or segments of your audience.

Paid Advertising

Paid advertising is probably the fastest way to reach your ideal customers online and make them aware of your brand. If you have the budget, you can reach thousands of people quickly, which is great when you're launching your corporate brand and want to speed up the process.

Using Facebook Ads allows you to be very granular about who you want to reach, and the platform's algorithm will also optimize to ensure that the people that see your advertising campaigns are the most likely to perform the actions you want them to take.

Even though most companies want to eventually focus on pull (or inbound) marketing because it's more targeted and generates better leads, brands that are still building their presence and a connection with customers will usually benefit from combining push and pull marketing, utilizing paid ads to grow their audience and raise brand awareness.

Monitor and Measure Brand Activity

The only way to know if your approach to branding is working is to establish the most important KPIs you should track. You need to be able to measure customer experience and use the insights you gain to improve your brand, communication, and products.

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Metrics to Measure

Even though tracking the performance of your branding efforts isn't as straightforward as measuring sales or website traffic, there are metrics you can track that will give you an idea about whether people are responding to your brand and trusting your message.

To better understand brand activity, you could track the following:

Clicks from Your Email Signature. Setting up email signature tracking with Google Analytics is simple. It will allow you to see whether the branding elements, language, and CTAs in your signatures are getting people to respond and click through to the landing pages you want them to reach.
Customer Experience. You can better understand your customers' experience by running CSAT and NPS surveys at various stages of the customer journey. This will help you see whether your messaging and brand provides an experience that matches customer expectations, offering insights about stages where there's room for improvement.
Brand Name Mentions. When you establish a brand presence on social media, it's a good idea to track the conversations revolving around your brand. And there are many brand mention tools that help you learn what others are saying about your brand, allowing you to discover what people like and what you might need to address

Tools for Building a Corporate Brand

Technology can be a powerful tool for speeding up and improving the way you develop your corporate branding strategy. And the good news is that no matter how big your company might be, there are solutions designed to suit your needs and budget, helping you accomplish the goals you want to achieve more effectively.

If you run a SaaS business, here are 13 tools that will help boost your startup, helping you create a beautiful website, design visuals that match your brand, and run your business more effectively. For email branding, Newoldstamp is the perfect tool for creating email signatures that highlight your brand’s message, visuals, and best offers.

For more visual-based branding, you can use tools like Canva or Wistia to design beautiful branding elements that remain consistent throughout your marketing collateral.
If you want to boost your corporate branding on social media, you can utilize Hootsuite to ensure your digital marketing presence remains positive.
And if you need to design the perfect logo for your corporate brand, a tool like Looka will help you define your brand identity and design a logo that encompasses what your company stands for.

You can also take advantage of a whopping 78 tools in 18 categories from our comprehensive list of sales tools for your business. And if you're a small business, check out this list of small business marketing tools that will help you plan better SEO campaigns, set up email marketing, track performance, and more.

Takeaways
Creating an authentic brand your customers want to associate with can be challenging. Without a solid understanding of the market, audience, and goals, it's easy to end up with a faceless corporate brand that doesn't connect with its buyers.

But at this point, you should have a much better understanding of what corporate branding is, why it matters, and how to create and promote a strong corporate identity that will help you distinguish your company from everyone else in your market.