The Corporate ‘Connect’
Acompany’s services and products remain unproductive if they do not seek the right method of gaining ‘visibility’ and ‘recognizability’. These are the two catch terms after which company’s ‘do’ and ‘should’ develop their philosophy. But that philosophy may also remain futile if not physically visible to the consumer. Here, the role of corporate branding manuals becomes pertinent in creating the desired ‘connect’ for the consumer with the brand. information relevant to the brand’s advertisement and public relations form this part. The present day consumer is more an information seeker than a visual one; therefore, it is important that information should be handled with care.
The third significant component of a branding manual to follow is the corporate behavior of an organization. Consumers and stakeholders never ignore what certain values and norms do the corporation abides with. This is important in order to remind the people
Branding manuals develop a distinct personality of a corporation to make it stand out in the entire corporate culture. It is natural to expect that a certain business philosophy can be shared by a number of business owners; therefore, a branding manual enables a distinct visual identity of the corporation to the consumers, stakeholders and employees.
A branding manual is generally formulated by the corporation’s design; containing the title, the logo and the corporate colours. These elements protect the corporation from any physical distortion of the brand’s design and character. Communication follows the design; all the significant of the strength behind the brand; inviting their trust and confidence.
However, the absence of a manual invites a considerable amount of confusion for the producer, as well as for the consumer. The producer continues to juggle with indefinite taglines, slogan and wrong colours, brand signature and image styles on the promotional materials, while, the consumer is caught up with inconsistent sales messages, resulting in either poor or no sales at all.
Therefore, describing the brand with efficient support material set within regulated guidelines is an easy way towards the consumer’s attention, corporate respect and sheer profits