THE CORPORATE BRAND is the overall impression the company gives to its publics, as opposed to the individual brands given to the firm’s products. Building a corporate brand gives the firm a higher profile with its customers as well as with other publics, and gives credibility in all sorts of places.
Building a corporate brand is often something that companies regard as “a nice thing to have if we could only afford it” but in fact is the signal to your customers that you are passionate about what you do, and serious about being the best in your field, not just planning to earn a crust from the business. ...
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