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What is Corporate Brand Marketing?

Unlike Personal Brand Marketing, Corporate Brand Marketing is a way to market your company and establish brand reach, recognition, and loyalty. While your company may be your baby, it is a separate entity from yourself, and has its own family, history, voice, and traditions. Your brand’s personality goes far beyond the established corporate name under which you do business, and what your brand means, and stands for, affects your customers, your industry and your employees.

Corporate Brand Marketing communicates your brand to the world via your company website, social media pages, email, telephone, video, photography, colors, copywriting, etc.  All of these elements come together to create a consistent feeling and message about your business, what you offer, how you work with partners and clients, and why people should choose you over the competition.

Corporate Brand Marketing also uses social media channels to help connect with clients and deliver great brand experiences, but it takes a different approach to using those tools, and integrates them with other channels to establish your brand and reach customers:

Corporate Brand Marketing on LinkedIn:

Your business page on LinkedIn can be used for a few different things. It helps establish the HR side of your brand, connecting to employees and sharing more about your corporate and work culture to attract excellent potential new hires. It’s also a great advertising platform, especially if your business is B2B-focused, and your target markets are using these channels. You can help reach and connect to customers through posts, but if you want to extend your reach, you can also use LinkedIn’s paid advertising and job-posting options.

Corporate Brand Marketing on Facebook:

Your Business Page on Facebook is also a great place to advertise to potential clients through Pay Per Click (PPC) advertising, and to share content from other platforms, like your blog, or website. You can use it to highlight current promotions, engage followers to sign up for newsletters, and much more.  One of Facebook’s best features, however, is Messenger, which offers a direct chat option with clients. This means you can offer live conversation and customer support, and be available to customers on one of their most used platforms. You can also set up a chatbot in Messenger to help automate responses to specific keywords, making this communication process more seamless. It’s important to remember that your responsiveness as a brand is an important part of your brand personality, and building client trust and word-of-mouth. Facebook business pages also include options for online selling directly through Facebook. As social media platforms go, Facebook continues to be one of the most multi-featured, offering a variety of tools to support your business.

Corporate Brand Marketing on Twitter and Instagram:

Twitter and Instagram can also both be used for direct communication with clients, but they’re also great platforms to share branded content that establishes your company’s brand personality.  Since Instagram does this through images, it should connect with your overall brand feel and colour scheme, and emphasize the visual aspects of your brand. In contrast, Twitter, is more about sharing ideas, and having online conversations, making it a great place to develop and share the voice of your brand personality.  It’s also a visible platform for talking to clients, publicly showing how you respond to the customer.

Corporate Brand Marketing on You-Tube:

You-Tube is one of the most creative tools you can use for Corporate Brand Marketing, and often requires the most skill to get it right. You-Tube can be used for sharing your own corporate videos, or you can access You-Tube advertising options and put your ads in front of a wider audience. Corporate videos can showcase products, share corporate events, highlight company values, or demonstrate company culture to help hiring.  Whatever they do, they need to do it well in order to engage your audience, so it’s worth investing, time, thought, and money in order to get the most out of branded company videos.

Email Marketing:

Setting up an ongoing e-newsletter is a great way to increase your brand reach, and connect with some of the most qualified contacts. Sending regular emails puts your brand directly in customers’ inboxes, and since customers actively sign up, you know they really want to receive it. E-mail marketing is a great tool to provide value to your customers though tips, expertise, promotions, brand stories, and more.

Blogging:

Your company blog is the place to establish the expertise of your brand, and provide added value to help your potential customers. Establishing a blog helps drive SEO to your website, but more importantly, it helps customers to move down the sales funnel, and/or become repeat customers, by providing information they need to make decisions about your brand, or to get the most out of your products or services. Creating ongoing blog content also supports all of your other social media platforms, as you can re-share this valuable information on a variety of channels. And if you have a sales team, blog content is a great resource for them to share when clients have questions.

The important thing with Corporate Brand Marketing is to create consistency throughout your social media posts, web content, visual and written messaging, and in the the way you do business.  With so many online tools and platforms available, companies have a lot of power to establish the strength of their brand and reach clients. But at the same time, clients have a choice, and these very public and conversational channels allow customers to dialog with your company when they’re happy, and when they’re not. This means how you do business, how you communicate with customers, and how responsive your company is, all play important roles in your Corporate Brand Marketing, and brand image.

If you need help with your personal brand marketing or corporate brand marketing, get in touch!

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