Thursday, November 10, 2022


Business leaders should envision the future of the organization, maintain strong adherence to the business brand.

Every individual or business is unique; your corporate brand should reflect the "substance" of the business - your vision, mission, value, and culture. Branding goes beyond logos or slogans; customers are your brand advocate. 

The consistency of connecting dots needs to be in the practice of many great values, highlighting some unique and outstanding ones as a strong brand.

It’s important to not only clarify the substance of the brand you want to convey; but also communicate it thoroughly: Professional branding should help us refine who we are, reinvent ourselves to build long term competency and strong reputation. For successful branding of the organization, make a comprehensive list of the organization’s visions, goals, strengths, weaknesses basically, do “SWOT” analysis, add “trends” for detecting emerging future, monitoring the corporate performance; discovering and unleashing business potential closely.

It’s critical to clarify substance and style for building a strong brand name:
Branding and internal marketing campaigns cannot be just puffery or publicity. If there’s no substance behind your key messages, it causes confusion. Organizations advocate customer-centricity. The entire customer journey and experience they have of your brand at each stage needs to be mapped out clearly to make sure customers experience is consistent, on-brand, relevant and refreshing. If you cannot actually deliver the services you’re supposed to deliver; what's your brand reflecting to, the value, business purpose, you will lose credibility, increase mistrust, and tarnish your brand name.

It’s important to keep close monitoring of reputation management for transparency and brand name enhancement:
Every staff has responsibility for their own reputation and corporate reputation. Reputation is part of the personal or business brand, and the brand usually also reflects the personal and enterprise reputation. Thus, the organization's brand equity is the key asset of concern when it comes to the question of reputational risk. Business leaders and professionals take seriously about their reputation, have intention to build a strong brand, and get an in-depth understanding of their brand in context -value, vision, unique strength, competency, etc.

For successful business branding, taking a strengths-based approach seems like an appropriate starting point. Business leaders should envision the future of the organization, maintain strong adherence to the business brand, and build competitive teams for designing and developing unique corporate images with consistency according to the requirements or expectations of a global economy.


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