While I’ve heard people refer to corporate branding as “the soft underbelly” or “marketing fluff”, it is extremely important to the success of a company. Many people chalk it up to a logo and website. While these are important, the are only two representatives of your overall brand.
Good branding allows you to:
- Get into the consideration set of decision makers sooner (pre-RFP)
- Get down selected more often after presenting your solutions
- Close more deals
- Retain current customers for the long-term and sell them upgrades
- Create stickiness by selling current customers on other solutions and functionality
It’s important to consider the branding elements described in the article, “10 Branding Elements and What They Mean” to increase your impact.