Stewarding the corporate brand begins with identity — doing the foundational work that defines who the company is and what it stands for. In some cases, this is a matter of formalization. In others, it will require exploration. In all cases, identity should grow organically from business strategy. It should be true to the company’s mission, purpose and values. And it should be crafted collaboratively, with input from marketing, HR, and others, so that it resonates with all stakeholders.
36% of CCOs are at the Professional stage of corporate brand.*
* 2019 Page Global Survey
“We had no brand narrative. Who are we? Where are we going? What are our mission, vision and values? We developed them.”
Jane Mazur, Vice President of Global Divisional Communications, Hologic
What You Do
- Develop and drive the corporate narrative.
- Define, communicate and illustrate ‘who we are and what we stand for’ based on the company’s mission, purpose and values. Execute through storytelling, announcements, executive communications, shareholder communications, and sometimes advertising.
- Define and enforce visual identity standards.
- Logo, brand marks, typefaces, color palette, and naming conventions establish what it means to “look like” your company.
Example:
General Motors’ purpose and narrative are distilled from its “Zero, Zero, Zero” strategy, which strives for zero crashes, zero emissions and zero congestion.
What You Need
- Graphic and visual design
What You Measure
- Recognition, awareness, and perception metrics
- Rankings on third party lists
- Compliance with design standards
