The Cor­po­rate ‘Con­nect’

Enterprise - - Quotes/communication -

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

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