What is "Corporate Identity/Branding"? I have always defined it as the "nonverbal communications" between you (the company) and your employees and customers.
Thirty years ago I attended an industry seminar where a presentation was made on the importance of a strong corporate identity. We were a very small company in a very competitive space - retail drug. I then decided if we were going to not only survive but flourish against our competitors we were going to have to do something bold!
I hired an international corporate identity firm. We discussed who we are, what we are and what we wanted to be in the marketplace. A whole new identity was created for us. It differentiated us from the pack. We were highly recognizable in our competitive area. We looked like a national chain! Our business grew rapidly!
We were the smallest client this firm ever had. It was expensive but worth every penny.
After we sold the drugstores to CVS, I bought a small chain of pet supply super stores. I did the same program of corproate indenty/branding. It worked just great! We became the largest privately held chain in New England. We sold it two years later, to PETCO Animal Supply of San Diego, and got a 10x return on my money!
Here is a document to take a look at: Protobrand 25 "New England's Most Powerful Brands". This link is an excellent example of how important branding is to a business.
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