The corporate branding challenge

On a day-to-day basis we seek out brands we know, love and trust, both actively and subconsciously. 

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In the world of investor relations, corporate branding that encourages existing and potential shareholders to identify with your company is essential. There is a fine line between standing out and fading into the background, and a strong brand can help you bring to life key messages about your company.

“Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end.” - Edwin Artzt (former chairman and CEO of Procter & Gamble).

In the modern consumer-driven world where we are subjected to hundreds of brands each day, standing out can be hard work, but it is worth the effort. The people who stick with a company through the ups and downs that naturally accompany a business’s life cycle are the ones that value your brand and your beliefs. They are essential.

With the growth of Web 3.0, there are now more channels to promote your brand than ever. Social media is becoming the go-to place for many consumers to interact directly with companies. From complaints to raving reviews there is a place to be honest and open with all of your audience. That is after all one of the reasons branding exists in the first place.

A brand should be something that people instantly recognise, instantly relate to and constantly trust. It is a big ask, but the return on investment will be something you value forever. So ask yourself some questions: What does your audience think of your company? Is it something you agree with? Would you change it? How?