Question

Topic: Strategy

Corporate Branding Strategy

Posted by Anonymous on 11/23/2010 at 5:30 AM ET 125 Points
Hello,

I am working for an Infrastructure company; we have many sector of businesses. We are into Power, Port, Communication, Oil, Containers and few other businesses.

I am incharge of their corporate branding and promotion. As we do not have any retail product we do not do marketing in a major scale.

Anyone has any ideas of how we can get our companies name out to public more frequently as we are growing very fast.

Currently we mostly do CSR projects but if anyone has a better idea please do share it with us.

Thanks
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Chris Blackman on 11/23/2010 at 7:09 AM Accepted
    First you need to know what the corporate strategy is, then develop a marketing plan to deliver against the relevant objectives.

    I suspect in your case that will primarily be about developing the corporate image materials (names, logos, treatment for vehicles, buildings, uniforms and plant, stationery, website etc) and then making sure that gets applied correctly in line with the corporate style manual (which is also probably your responsibility).

    Next you need to understand what messages you should be communicating, if any, and to which target segments.

    Then figure out the most cost-effective way to get those messages into the target segments...

    Depending on your overall brief within the organisation, you may also be involved in:

    1. New product/service development
    2. Pricing decisions
    3. Siting, positioning, channel selection or other placement decisions
    4. Marketing management including budgeting and cost control.


    Hope that helps.

    ChrisB

  • Posted on 11/23/2010 at 7:53 AM Author
    Hey Chris

    Thanks for the info. We already have logo, websites and everything you have mentioned. Basically we have been in this line of field for last 30 years which is power, port and etc but the problem is we are very big but our name isn't out like other companies which has grown just as much as us with retail products.

    We dont have any retails products; our main focus is Power, Port, Communication and few others so our consumers are the gov. themselves. So I want to put a message across that we do not do direct marketing but we are helping our country develop.

    I want to put our name out not by doing advertising but through other methods. If you have anything in mind; if you could share with me.

    Thanks
  • Posted by ilan on 11/23/2010 at 8:16 AM Accepted
    It sounds like you are trying to avoid advertising because there is no story to tell...
    Do what other companies do when they have nothing to say:
    A huge neon sign in the main square of the city where you live.
    Put your logo and name as a permanent part of the city's landscape.
    Signs like this are becoming part of the city's image, people either love them or hate them, but hey, you said you don't want advertising :-)
    Seriously, you must have a story.
    If your company or entity, or holding company has no story and no vision, you basically don't have a brand in hand.
    Your customers will not know who you are, because they only get a bill to pay from you and nothing else.
    Speaking of that, did you think of using inserts in the bills you send to your customers? and using it to build your story and from that you can do many other things?
    Try it, I tried ALL the methods I mention here, and they all worked.
    Good luck.
  • Posted by Jay Hamilton-Roth on 11/23/2010 at 9:17 AM Accepted
    Share stories about how people/businesses/organizations have benefited from your services over the years. Feature these people in your marketing (website, press releases, etc.) - it's a win-win. They get featured, and you're positioned as the experts who made success possible.
  • Posted by mgoodman on 11/23/2010 at 5:34 PM Accepted
    I'm not clear on what you're trying to communicate and to whom. Why do you want to have the company name known to more people? What are you expecting to happen if you are successful? It sounds like "marketing for marketing's sake," and that would be a waste of time, effort and money.

    Start by defining the objective. Then we can get into the strategies and tactics for accomplishing the objective. What does success look like for you as the czar of corporate branding and promotion for this company? How do you and your bosses know when you're doing a good job?
  • Posted by pkao on 11/23/2010 at 9:55 PM Accepted
    As mgoodman said, first of all you have to define campaign objective, target audience then it's clear of how to communicate - message and media.

    I assume your target audience is mass (public) and you want your company to sound/look big and responsible?

    If so TV and billboard would help for media and message following your objective.

    Phirun
  • Posted by Chris Blackman on 11/25/2010 at 8:48 AM Member
    Mmm, mgoodman is right, we need to know your objectives. What are you hoping to change?

    If more people knew the name of the company, what difference would it make?

    How much of a difference do you NEED to make?
  • Posted on 11/25/2010 at 11:32 AM Accepted
    Hi...
    I have red very carefully whatever you have written above. first i will write what exactly the problem is and then explain it with example.

    1. Your company might have earning good profit. Might have good in sales , But company meagerly lagging behind in "BRAND NAME" OR "GOODWILL" as your company name is not known.

    I will suggest you to go for this...

    company must target mass audience...
    1. Television will be best, if its possible.
    2. sponsorship
    3. conducting any Event
    4. Hoardings in Big City's
    5. Brand Endorsement
    6. ATL Marketing
    7. Use your Brand name / logo in Movies

    Example.
    V.H GROUP / VENKYES PVT LTD. faced similer problem.
    Try to analyse their strategy.
    Now They are very much successful in Brand Establishment.

    They have sponsored Many events (Ganesh festival, Navratri,etc) and place big-big hordings at that place, so local audience will come to know about brand / company.

    Currently they have purchased new EPL football Team to establish their brand in Europe, UK and USA (this people follow EPL like a festival ).

    Company endorse SANJAY DUTT, and BRETT LEE as a brand ambassador so Indian and Australian people also know about Brand / company.

    I hope this will help you....
    thank you..
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)