Corporate
Branding
that
Sticks

Why
invest
in
developing
a
strong
corporate
brand



                 Bianca
Cawthorne,
Bu...
A brand is a coherent set of ideas
    in your consumer’s mind
But
audiences
of
Corporate
Brands
are
much
more
complex
Consumer
brands
just
have
one
audience…
the
person
who
buys
/
uses
the
product


                         Consumer




   ...
But
Corporate
brands
have
many
more
audiences,
all
who
have
a
different
relationship
with
the
brand


                     ...
Corporate
brands
reflect
the
people
within
an
organisation
much
more
than
consumer
brands




                             ...
A
strong
corporate
brand
will
help
your
business
in
a
number
of
ways…
Captures
your
vision




  Sets
out
your
future
and
the
    direc5on
you’re
heading
M&S
Manifestos
are
powerful
things…and
you
will
be
judged
against
them
ExxonMobil
Expresses
what
you
stand
for




      Captures
what
you
believe,
what
you
want
to
be
famous
for
and
                     ...
Investec
Guides
your
strategy




 Will
keep
your
ac5vi5es
on
the
right
track
so
that
you
make
the
right
business
choices
without
d...
To
help
you
make
the
right
decisions…
…and
not
the
wrong
ones
Unites
your
people


        Brings
your
people
together
to
create
pride,
commitment
and
         consistency.
Becomes
the...
For
the
best…
…Not
the
worst
Guides
recruitment
policies
“If
you
want
to
appeal
to
families
with
kids,
then
you
need
employees
in
stores
who
are
friendly,
helpful
and
understand
t...
Maximises
Value




   Intangible
values
can
be
translated
into
tangible
     value,
especially
if
you
seek
to
launch
an
I...
“Five years ago, Google sold shares to the
public for the first time in what was one of
Silicon Valley’s most discussed, d...
Sum
of
Parts




        Will
explain
and
bring
together
all
the
aspects
of
your
organisa5on
          and
opera5on,
defini...
Arcadia
LVHM
But,
brands
need
more
than
a
set
of
words
to
make
themselves
real…
they
need
a
story
behind
them
Branson
on
Branding


     “The
idea
that
business
is
     strictly
a
numbers
affair
has
     always
struck
me
as
     prep...
What’s
your
Story?


Much
more
than
an
ad
campaign,
web
site
or
tagline
could
ever
be,
the
brand
story
is
the
core
truth
o...
Once
you’ve
found
your
story


   • Live
it
on
the
inside.
   • Tell
it
well
to
the
outside.
   • And
people
will
pull
up
...
Who
are
we?
We
are
Butterfly
We’re
not
like
other
brand
consultancies...



We
 believe
 that
 the
 traditional
 consulting
 model
 nee...
We’ve
transformed
the
way
we
work
so
that
we
can
help
to
transform
your
business




                             We
bring...
How
can
we
help
you?



                                  Strategy
Development

     Communications
&
launch              ...
End
of
commercial
break
Contact



          Bianca
Cawthorne



          Butterfly
London
          46
Brook
Road
          St
Margaret‘s
       ...
Corporate Branding That Sticks Slideshare
Corporate Branding That Sticks Slideshare
Corporate Branding That Sticks Slideshare
Corporate Branding That Sticks Slideshare
Corporate Branding That Sticks Slideshare
Corporate Branding That Sticks Slideshare
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Corporate Branding That Sticks Slideshare

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Short presentation from a conference about the importance of powerful corporate branding

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  • Corporate branding holds an important place in marketing, for both small and large companies. The purpose of adopting a corporate brand is to have a unique and consistent look and feel across every medium and in the minds of customers and employees alike. Thus corporate branding and identity becomes essential. http://www.brandharvest.net/corporate_branding.htm
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Corporate Branding That Sticks Slideshare

  1. 1. Corporate
Branding
that
Sticks Why
invest
in
developing
a
strong
corporate
brand Bianca
Cawthorne,
Butterfly
London
  2. 2. A brand is a coherent set of ideas in your consumer’s mind
  3. 3. But
audiences
of
Corporate
Brands
are
much
more complex
  4. 4. Consumer
brands
just
have
one
audience…
the
person who
buys
/
uses
the
product Consumer Brand
  5. 5. But
Corporate
brands
have
many
more
audiences,
all
who have
a
different
relationship
with
the
brand Customer Government Employee Brand Financial Investors Institutions This
requires
a
complex
management
of
Image,
Reputa8on
&
Message, needing
8ghter,
more
well‐defined
Brand
&
Communica8on
strategies
  6. 6. Corporate
brands
reflect
the
people
within
an organisation
much
more
than
consumer
brands External External Internal 60% Internal 10% Consumer
Brands Corporate
Brands
  7. 7. A
strong
corporate
brand
will
help
your business
in
a
number
of
ways…
  8. 8. Captures
your
vision Sets
out
your
future
and
the direc5on
you’re
heading
  9. 9. M&S
  10. 10. Manifestos
are powerful things…and
you will
be
judged against
them
  11. 11. ExxonMobil
  12. 12. Expresses
what
you
stand
for Captures
what
you
believe,
what
you
want
to
be
famous
for
and gives
you
a
sense
of
purpose
  13. 13. Investec
  14. 14. Guides
your
strategy Will
keep
your
ac5vi5es
on
the
right
track
so
that
you
make
the
right
business choices
without
devia5ng
from
what
you
do
best
and
where
you
want
to
be.
Will set
the
pla?orm
for
all
your
future
ac5vity
and
posi5oning
  15. 15. To
help
you
make
the
right
decisions…
  16. 16. …and
not
the
wrong
ones
  17. 17. Unites
your
people Brings
your
people
together
to
create
pride,
commitment
and consistency.
Becomes
the
basis
for
your
values,
culture
and behaviours
  18. 18. For
the
best…
  19. 19. …Not
the
worst
  20. 20. Guides
recruitment
policies
  21. 21. “If
you
want
to
appeal
to
families
with
kids,
then
you need
employees
in
stores
who
are
friendly,
helpful and
understand
the
needs
of
mothers
with
children.”
  22. 22. Maximises
Value Intangible
values
can
be
translated
into
tangible value,
especially
if
you
seek
to
launch
an
IPO
  23. 23. “Five years ago, Google sold shares to the public for the first time in what was one of Silicon Valley’s most discussed, dissected and debated initial public offerings of stock. When the offering finally happened, it turned an estimated 1,000 Google employees into millionaires. Originally priced at $85 each, Google’s shares soured past $600 in 2007. The day after GOOG started trading, an editorial in the New York Times praised the offering’s structure but sounded dubious about what it described as Google’s bubbly post- I.P.O. valuation of $27 billion.In retrospect, $27 billion may look like a bargain. Google’s market value is more than $140 billion today.” New York Time, 19th Aug 2009
  24. 24. Sum
of
Parts Will
explain
and
bring
together
all
the
aspects
of
your
organisa5on and
opera5on,
defining
the
inter‐dependencies
and
common strengths
of
the
business
  25. 25. Arcadia
  26. 26. LVHM
  27. 27. But,
brands
need
more than
a
set
of
words
to make
themselves
real… they
need
a
story
behind them
  28. 28. Branson
on
Branding “The
idea
that
business
is strictly
a
numbers
affair
has always
struck
me
as preposterous.
For
one
thing, I’ve
never
been
par5cularly good
at
numbers,
but
I
think I’ve
done
a
reasonable
job
with feelings.
And
I’m
convinced that
it
is
feelings
—
and feelings
alone
—
that
account for
the
success
of
the
Virgin brand
in
all
of
its
myriad forms.”
  29. 29. What’s
your
Story? Much
more
than
an
ad campaign,
web
site
or tagline
could
ever
be,
the brand
story
is
the
core truth
of
who
you
are, agreed
to
by
all
inside, and
used
to
open conversa5ons
with
those outside
who
need
your services.
  30. 30. Once
you’ve
found
your
story • Live
it
on
the
inside. • Tell
it
well
to
the
outside. • And
people
will
pull
up
their
chairs
for
a listen.
  31. 31. Who
are
we?
  32. 32. We
are
Butterfly We’re
not
like
other
brand
consultancies... We
 believe
 that
 the
 traditional
 consulting
 model
 needs
 to reinvent
itself
to
remain
relevant.

Clients
are
under
pressure
to deliver
 more
 with
 fewer
 resources
 and
 less
 investment.
 They only
 want
 the
 right
 people
 for
 the
 task,
 who
 understand
 their brand
and
category
and
who
can
bring
something
fresh,
new
and genuinely
different. Butterfly
is
a
new
breed
of
brand
consultancy… We
 are
 a
 collaboration
 of
 experts
 in
 the
 fields
 of
 strategy, branding,
 innovation
 &
 design
 who
 want
 to
 transform
 the
 way we
work
in
order
to
help
transform
brands
and
businesses. We
bring
a
unique
perspective
and
a
network
of
skills.
Together we
combine
insight,
intuition
and
creative
intelligence
giving
you brand
creativity
that
delivers
commerciality.
  33. 33. We’ve
transformed
the
way
we
work
so
that
we
can help
to
transform
your
business We
bring
together
the
right
people
for
the
task,
creating
bespoke teams
that
suit
your
brief
and
your
needs. Because
of
our
international
network,
we’re
able
to
get
the
right local
 talent
 together
 for
 the
 assignment
 so
 that
 we
 are
 able
 to navigate
the
cultural
nuances
of
your
brief
‐
however
complex. We
 are
 virtual,
 making
 the
 most
 of
 leading
 edge
 technology,
 so we
have
no
offices
but
can
work
anywhere
and
everywhere. We
 are
 cost
 effective
 ‐
 you
 only
 pay
 for
 the
 creative
 and
 the thinking
and
not
the
overheads. This
is
why
we
are
a
new
breed
of
brand
consultancy.
  34. 34. How
can
we
help
you? Strategy
Development Communications
&
launch Market
&
Consumer
Insight strategy Identity,
Naming
and Opportunity
Assessment Packaging
design (quantitative
&
qualitative) Concept,
Product

&
Brand Development
  35. 35. End
of
commercial
break
  36. 36. Contact Bianca
Cawthorne Butterfly
London 46
Brook
Road St
Margaret‘s TW1
1JE M:
+44
(0)
7866
806
367
(UK) M:
+971
(0)
55
288
7614
(UAE) bianca@butterflylondon.com

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